Evaluating the Role of Digital Marketing on the Development of Dynamic Capabilities in the Automotive Industry

Abstract

In recent years, the process of developing digital marketing in the automotive industry has been formulated based on specific models, methods, and standards. Researchers and industry experts have been striving to structure this process. Therefore, leveraging dynamic capabilities to reduce structural barriers significantly contributes to the success rate of digital marketing development in the automotive industry. The purpose of this research is to evaluate the role of digital marketing in the development of dynamic capabilities in the automotive industry. This research is applied in terms of its goal and quantitative in terms of research design, using a descriptive-analytical method. The data collection tool is a questionnaire, and the statistical population of the research includes managers in the automotive industry, totaling 115 individuals. Using the Morgan table, 86 samples were selected. Structural equation modeling was used to test the hypotheses, and the analyses were conducted using SPSS and SMART PLS software. The results indicated that the digital platform has a significant impact on digital integration, environmental characteristics, and customer behavioral patterns. Additionally, the results showed that digital integration has a significant impact on value creation.