Date of Award
Dissertation (Access Restricted)
Doctor of Philosophy
Maria Susana Jaramillo Echeverri
This dissertation comprehensively examines the impact of digital marketing capabilities on a firm's strategic outcomes. Using multi-method approach, this three-essay dissertation moves from a bibliometric examination of the Digital Marketing Transformation (DMT) field to a more nuanced dissection of how digital marketing capabilities could potentially influence data breach instances and shape shareholder value amid strategic alliances. The first essay explores the domain of DMT through bibliometric lens to map the field's growth and uncover its contributions. The research provides an extensive overview of the DMT landscape, spotlighting predominant publication venues, key actors, and research-intensive institutions. It sheds light on the nascent themes, points out the uncharted areas in existing research, and proposes an integrated research framework. This thorough understanding of DMT lays a solid groundwork for grasping the role of digital marketing capabilities, which is the focal point of the essays that follow. The second essay examines the linkages between digital marketing capabilities and the likelihood of data breaches, by integrating theories from the fields of criminology and marketing strategy. Using a diverse pool of 3,512 unique retail brands, the research identifies a significant relationship between the digital marketing capabilities and the likelihood of data breaches which is further influenced by factors such as the firm's regulatory focus, digital orientation, industry dynamism, and R&D intensity. These findings highlight the necessity for firms to be mindful of the potential risks and weaknesses associated with their digital marketing initiatives, thereby reiterating the fundamental role of leadership in guiding through these digital efforts. The final essay probes the relationship between firms' digital IQ (a digital marketing capability metric devised by Gartner) and the shareholder reaction to strategic alliance xi partnership announcements. The research uncovers a positive correlation between digital marketing capabilities and shareholder value, although this relationship is modified by the firm's regulatory focus and levels of competitive aggressiveness. Our findings underline the importance of digital strategies in today's business landscape and suggest that effectively leveraging DMC can significantly contribute to enhancing shareholder value. They emphasize the value of strategic alliances as a vehicle for growth and provide insights for firms considering such partnerships to boost their market value and attract investment. The research thus provides a valuable understanding of how strategic alliances and digital capabilities interact to shape a firm's financial outcomes. In conclusion, this dissertation enhances our comprehension of the multifaceted role that digital marketing capabilities play in influencing strategic firm outcomes. By positioning DMT as a springboard for the development and deployment of digital marketing capabilities, it shows that digital marketing is not only a catalyst for innovation and effectiveness but also presents inherent risks, hence making it a vital determinant in financial performance. This offers invaluable insights for both academics and practitioners.
Dissertation or thesis originally submitted to ProQuest
Singh, Priyanka, "Examining the Impact of Digital Marketing Transformation on Firm’s Strategic Outcomes – A Multi-Method Approach" (2023). Electronic Theses and Dissertations. 3030.