Analyzing External Drivers of Digital Marketing Performance in Big Data ERA:Evidence of IT Industry in Jordan

目录

声明

Certification

Declaration

ACKNOWLEDGEMENT

Abstract

Chapter 1:Introduction

1．1Background

1．2Problem Statement

1．3Justification and Rationale

1．4 Research Objectives

1．5Research Questions

1．6Significance of Study

1．7Structure of the Thesis

Chapter 2：Literature Review

2．1 Network Externalities

2．2Digital Marketing Performance

2．3Big Data Analytics Capabilities

2．4 TechnoIogicaI Turbulence

2．5．Gaps in Literature

Chapter3:Theory and Hypotheses

3．2．Network Externalities and Digital Marketing Pertbrmance

3．3．Mediating Role of Big Data Analytics Capabilities

3．4．Moderating Role of Technological Turbulence

3．5Proposed Theoretical Framework

Chapter 4.Research Methodology

4．1．Research Design

4．2．Sampling and Data Collection

4．3．Measurement Items

4．4．Statistical Tests

Chapter 5：Results

5．1．Demographics

5．2．Descriptive Statistics

5．3．KMO and Bartlett’s Test

5．4．Rotated Component Matrix

5．5．Convergent and Discriminant Validity

5．6．Confirmatory Factor Analysis

5．7．Structure Equation Modelling

5．8．Moderating analysis

Chapter6.Discussion of the Results

6．1．Discussion

6．2．Theoretical Implications

6．3．Practical Implications

Conclusion

References

Appendix