Purpose The purpose of this study is to examine the role of digital platforms (DP) enabled by healthcare practitioners’ motivation (M) and supportive organizational culture (OC) in fostering service innovation (SI) through augmented knowledge sharing. Design/methodology/approach Data were collected from 319 healthcare practitioners through a structured online questionnaire. The conceptual model has been tested using a partial least squares-based structural equation model using SmartPLS 4.0. Findings Besides corroborating the direct positive effects of OC and motivation to share knowledge using DP to foster SI through knowledge sharing, a serial mediation effect of motivation to share knowledge, use of digital platforms and knowledge sharing in the organizational culture-SI linkage has been empirically substantiated, paving the way for a process-based explanation of the phenomena of interest. Originality/value The study represents an earnest effort to examine the individual and strategic-level antecedents of digital platform adoption and their crucial role in advancing service innovation, especially in the healthcare sector within the Middle Eastern context, which lacks such research. The results demonstrate that creating enabling conditions for the widespread adoption of DP boosts service innovations. The results have significant implications for healthcare practitioners and policymakers, suggesting that they can improve SI by fostering supportive cultural, technological and motivational conditions.
Yaqub et al. (Mon,) studied this question.