Dijital pazarlama yeterlilikleri

Developments and pervasiveness of IT-based digital technologies have altered customer expectations and escalated competition. To be able to address these changes in the market, numerous firms invest in digital marketing transformation. In this dissertation, I suggest that digital marketing capabilities (DMCs) are the key factors to succeed in an increasingly disruptive business environment. The first essay provides a thorough conceptualization of this construct through a multidisciplinary systematic literature review that combines insights from marketing, information systems, and strategic management disciplines. Building on resource-based theory and dynamic capabilities, I not only classify DMCs by capturing their hierarchical essence but also depict how they are related with one another. I also introduce and discuss several internal and external enablers that would regulate the link between DMCs and digital transformation. The second essay focuses on a specific DMC: social media capability. Building on Communication Accommodation Theory, the second essay empirically examines whether and how a brand's linguistic style used in social media impacts engagement when it joins another brand's social media conversation. In addition, I examine the influence of timing of posting social media content in driving engagement when joining social media conversations of other brands.