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Based on the resource-based view and contingency theory, this study investigates the impact of digital transformation on corporate marketing capabilities and examines the moderating role of digital marketing. Using a sample of Chinese A-share listed companies from 2016 to 2024, the empirical analysis reveals that digital transformation significantly enhances marketing capabilities, while digital marketing further strengthens the causal relationship between them. Heterogeneity analysis shows that these effects vary across firms at different life cycle stages and with different pollution attributes. This study extends existing research on the microeconomic consequences of digital transformation and provides practical insights for firms in converting digital resources into competitive advantages in marketing.
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Jingyu Xiong (2026) studied this question.
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