Model for Evaluating Firm Digital Marketing Adoption: A Content, Context, and Process Framework Agus Masriantoa) Hartoyo, Aida Vitayala S Hubeis, and Nur Hasanah
School of Business, IPB University, Bogor, Indonesia
a) Corresponding author: agusmasrianto[at]apps.ipb.ac.id
Abstract
Using a qualitative systematic review method, we identify the factors for evaluating firm digital marketing adoption under the CCP framework. The Publish or Perish application is used to choose literature, while the Voyant-Tools application is used to search for connections between texts within and between pieces of literature. The CCP framework^s knowledge translation reveals that in order to achieve digital marketing capability, customer value, and business performance, the organization must have adequate resources to gain competitive intensity through successful digital transformation, digital servitization, and digital marketing training. Furthermore, knowledge translation concludes that the level of digital marketing adoption is determined by resources-based approach, competition-based approach, and dynamic capability-based approach. Based on the findings of this study, we developed the Firm Digital Marketing Adoption Evaluation Model (F-DMAEM).
Keywords: digital marketing, CCP framework, F-DMAEM
