Research on the Influence of Digital Marketing on Innovation Performance of Time-Honored Chinese Enterprises——Mediation analysis based on Dynamic Capabilities

DOI

10.2991/978-94-6239-598-5_17How to use a DOI?

Keywords

digital marketing; time-honored chinese brands; innovation performance; dynamic capability

Abstract

Based on panel data from 49 listed Chinese time-honored brands (2016–2023), this study examines the impact of digital marketing on innovation performance and the mediating role of dynamic capabilities. The results indicate that digital marketing significantly enhances innovation performance, with absorptive, innovative, and adaptive capabilities all serving as significant mediators. These findings suggest that firms should adopt digital marketing as a core strategy and strengthen dynamic capabilities, while policymakers should support technological infrastructure and resource allocation to promote sustainable innovation.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Qianwen Liang
AU  - Meng Zhao
PY  - 2026
DA  - 2026/02/26
TI  - Research on the Influence of Digital Marketing on Innovation Performance of Time-Honored Chinese Enterprises——Mediation analysis based on Dynamic Capabilities
BT  - Proceedings of the 2025 6th  International Conference on Big Data and Social Sciences (ICBDSS 2025)
PB  - Atlantis Press
SP  - 159
EP  - 166
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6239-598-5_17
DO  - 10.2991/978-94-6239-598-5_17
ID  - Liang2026
ER  -