Digital Media and Business Performance: Interactive Effects of Digital Innovation and Business Network Resilience
Rudsada Kaewsaeng-on
Ongcaruttiya Kittichotwattana
Prachuab Tongsri
Khanista Namee
Madiha Hamid
This cross-sectional investigation aims to scrutinise the nexus between digital media, business performance, and the effects of digital innovation and business network resilience within the Telkom Foundation offices in Pattani and Bangkok, Thailand. Additionally, it endeavours to analyse these dynamics within the framework of dynamic capability theory. A structured questionnaire was employed to collect data from 335 managers in Thai telecommunication offices in Pattani and Bangkok, utilising a stratified random sampling method to ensure a representative sample from various organisational levels. This approach enhances understanding of how digital innovation and business network resilience collectively influence business performance in diverse regional contexts. Employing Smart PLS software for data analysis enabled the assessment of structural relationships and interactions among variables. Results unveil a positive impact of digital media adoption on business performance in Thai telecommunication offices, with digital innovation and business network resilience reinforcing overall performance. The study further affirms the mediating role of digital innovation and network resilience in shaping organisational success. The findings underscore the strategic importance for organisations, including non-profits, to invest in digital media resources and cultivate collaboration to bolster network resilience. Aligning innovation strategies with resilience efforts is crucial, validating the applicability of dynamic capability theory. The results of this study show how important digital media, innovation, and the resilience of business networks are for improving the performance of telecommunications companies in Pattani and Bangkok, Thailand. They also show how useful dynamic capability theory is for dealing with digital problems.
Keywords:Digital media, Business performance, Digital innovation, Business network resilience, Telkom foundation, Dynamic capability theory
