Title: Impact of digital technologies adoption on firm performance: the mediating role of social value creation and the moderating role of entrepreneurial marketing in Indian SMEs

Authors: R. Manigandan; J. Naga Venkata Raghuram

Addresses: VIT Business School, Vellore Institute of Technology (Deemed to be University), Vellore, Tamilnadu, 632014, India ' VIT Business School, Vellore Institute of Technology (Deemed to be University), Vellore, Tamilnadu, 632014, India

Abstract: This study investigates the influence of adopting digital technologies (AI-enabled applications, big data analytics (BDA), IOT applications) on firm performance with the mediating effect of social value creation and the moderating role of entrepreneurial marketing in Indian small and medium-sized enterprises (SMEs). Based on the dynamic capability view theory, the conceptual model was developed. The data was collected from 265 Indian SMEs. The descriptive analysis through SPSS software and the hypothesis testing through structural equation modelling in SMART PLS 4 software. The results demonstrate that digital technologies positively and significantly affect firm performance. Moreover, the results indicated that social value creation fully mediates the relationship between digital technologies and firm performance. Furthermore, the relationship between digital technologies adoption and firm performance will be strengthened by entrepreneurial marketing. Further, this study will discuss the practical and theoretical implications, limitations and future direction.

Keywords: AI-enabled applications; social value creation; entrepreneurial marketing; firm performance; BDA; big data analytics; IOT applications; Indian SMEs.

DOI: 10.1504/IJISCM.2024.140621

International Journal of Information Systems and Change Management, 2024 Vol.14 No.2, pp.198 - 229

Received: 26 Sep 2023
Accepted: 04 Jun 2024
Published online: 28 Aug 2024 *

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