The organizational impact in Kibs companies of certain digital marketing factors: digital capabilities and internet technologies

The concept of digital marketing is currently fragmented due to the emergence of many sub-areas of research. This is motivated by the evolution of markets that believe in the widespread adoption of digital technologies and online social networks. These changes generate turbulent environments. However, companies have not evolved uniformly, and there is a dearth of research, results, and conclusions for small businesses to compete with more objective, relational, and interactive marketing techniques. This paper aims to explore the relationship between dynamic capabilities, social media, and cloud computing in the context of digital marketing, based on resource and capability theory. It also develops and validates a measurement scale for digital marketing in knowledge-intensive business services (KIBS) companies with knowledge management business strategies. The study used an exploratory factor analysis (EFA) to identify underlying factors, followed by a confirmatory factor analysis (CFA) to validate the model. The dataset used for this analysis was collected through an online survey of 335 KIBS owners in Spain. An innovative and perfectly adapted conceptualisation of digital marketing for KIBS is presented. Specifically, digital marketing capabilities (DMC) with a holistic perspective are aligned with social networks and cloud technology. These factors optimise knowledge management through their absorptive capacity and increase the efficiency of their business operations via the proper implementation of operational capabilities.