In the era of digital economy,marketing agility has become a crucial capability for enterprises to respond to market changes.Based on the Upper Echelons Theory and Social Information Processing Theory,a questionnaire survey was conducted among 359 employees of 66 teams in order to explore the cross-layer influence mechanism of digital leadership on marketing agility,and to investigate the intermediary role of digital maturity and the moderating role of team virtuality.The research shows that digital leadership significantly improves organizational marketing agility.Digital leadership positively predicts marketing agility through digital maturity.And team virtuality can effectively strengthen the connection between digital leadership and digital maturity.Organizations should attach great importance to the construction,cultivation,and evaluation of digital leadership,improve employees'digital maturity,and enhance their ability to gain market advantages.
关键词
数字领导力/营销敏捷性/数字成熟度/团队虚拟性
Key words
digital leadership/marketing agility/digital maturity/team virtuality
万方数据