In today’s fast moving digital economy, platform enterprises operate in highly competitive environments where visibility, engagement and conversion are critical to success. In this study, Dr Yong See Chen from the Graduate School of Business explores how digital marketing activities influence product sales among Chinese listed platform enterprises, using panel data and a robust set of empirical methods to examine both direct and conditional effects.
The research confirms that digital marketing significantly improves product sales performance. By applying baseline regression, moderation analysis and heterogeneity analysis, the study provides a deeper understanding of how digital marketing contributes to stronger commercial outcomes in platform driven business settings. The findings reinforce the view that digital marketing is not simply a promotional tool, but a strategic lever for improving sales results.
Importantly, the study finds that the impact of digital marketing is not the same across all firms. Its effectiveness varies according to firm size, research and development investment, and customer acquisition costs. This suggests that businesses need to develop more tailored digital marketing strategies based on their operational profile and market conditions, rather than relying on a standardised approach.
Another key insight from the research is the role of consumer attention. The study shows that consumer attention strengthens the relationship between digital marketing and sales, highlighting its importance as a moderating factor in platform based business environments. This means that firms that successfully capture and sustain consumer interest are likely to see even stronger returns from their digital marketing efforts.
By examining both direct effects and consumer driven moderating effects, the research offers valuable guidance for firms seeking to sharpen their digital marketing strategies in increasingly crowded online markets. It also contributes meaningful insight to the broader conversation on how platform enterprises can strengthen performance and remain competitive through smarter digital engagement.
Published in: Finance Research Letters (SCOPUS Q1)
Publisher: Elsevier B.V.