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In this digital era, digital startups require different capabilities to enhance performance. Marketing agility can be one of these capabilities, but how it can be developed remains unexplored. Therefore, this research aimed to investigate the antecedents and outcomes of marketing agility. It has investigated the role of artificial intelligence adoption and networking capability in developing marketing agility. Further, it examined the relationship between marketing agility and market performance. The data were gathered from FinTech managers, and Smart Pls 4 was used for data analysis. The results reported that artificial intelligence adoption and networking capability influence marketing agility, ultimately leading to superior market performance. The findings can act as a guideline for managers of FinTechs aiming to develop marketing agility or enhance performance in the market.
Abbas et al. (Sat,) studied this question.