表題番号：2025Q-040
日付：2026/03/26
研究課題Key Drivers of Successful Marketing Digitalization Initiatives
| 研究者所属（当時） | 資格 | 氏名 | |
|---|---|---|---|
| （代表者） | 商学学術院 商学部 | 教授 | フランク ビョーン |
- 研究成果概要
- The digitalization of marketing has become a defining strategic priority for firms operating in rapidly evolving and technology-driven markets. Organizations increasingly rely on digital tools, data analytics, and artificial intelligence to enhance customer engagement, improve decision-making, and strengthen competitive positioning. Despite the widespread adoption of digital marketing practices, a comprehensive understanding of the drivers that determine the success of marketing digitalization initiatives has remained limited. This research project addressed this gap by developing an integrated perspective on technological, organizational, and human factors shaping digital marketing transformation and its performance implications.
The project focused on digital marketing transformation as a socio-technical process in which technological adoption, workforce characteristics, and consumer responses interact to shape outcomes. Digital marketing was conceptualized as the integration of advanced technologies, data-driven decision-making, and customer-oriented strategies into firm processes. Within this framework, particular attention was given to the role of marketing analytics, target consumer characteristics, and organizational capabilities as key drivers of successful transformation. The research highlighted that digitalization initiatives cannot be understood solely as technological upgrades but must be viewed as complex organizational changes requiring alignment between strategy, employees, and market conditions.
Two complementary research streams contributed to this objective. One stream examined the human dimension of digital marketing transformation, emphasizing workforce diversity, organizational citizenship behavior, and employee resistance to change as critical organizational drivers. This perspective underscored the importance of socio-technical alignment and demonstrated that human factors play a central role in enabling or constraining digital transformation initiatives. The second stream investigated the influence of AI-generated advertising on consumer purchasing behavior, highlighting how generative artificial intelligence reshapes persuasive communication and affects consumer perceptions and decision-making processes. Together, these studies illustrated how both internal organizational dynamics and external consumer responses influence the effectiveness of marketing digitalization.
Overall, the project contributed a comprehensive framework that connects organizational capabilities, workforce characteristics, marketing technologies, and consumer behavior in explaining successful digital marketing initiatives. The findings reinforce the strategic importance of integrating human resources, advanced analytics, and AI-driven communication into coherent marketing strategies. This research provides a structured foundation for future academic work and offers practical guidance for firms seeking to design effective and sustainable digital marketing transformation initiatives in increasingly digital and AI-enabled markets.