Статья

The Impact of Digital Marketing and Mobile Applications on Service Innovation in German Companies

Самариддин МахмудовDepartment of Finance and Tourism, Termez University of Economics and Service, Termez, Uzbekistan; & Department of Economics, Mamun University, Khiva, Uzbekistan; & Center of the Engagement of International Ranking Agencies, Tashkent State University of Economics, Tashkent, UzbekistanDinora OtakhonovaDepartment of Economics, Urgench State University named after Abu Rayhan Biruni, Urgench UzbekistanToshmurod KulmanovDepartment of World Economy and International Economic Relations, Tashkent State University of Economics, Tashkent, UzbekistanNargizaxon Shamshiyevaashkent State University of Economics, Tashkent, UzbekistanUmidjon JuraevDepartment of International Tourism and Economics, Kokand University, Kokand, UzbekistanGanisher RuzievDepartment of Tax and Taxation, Tashkent State University of Economics, Tashkent, UzbekistanUllibibi SabirovaDepartment of Electronics, Tashkent University of Information Technology, Tashkent, Uzbekistan

International Review of Management and Marketingjournal2025

ABI

Аннотация

This research examines how digital marketing and mobile app development enable service innovation in German companies during the period of 2005- 2024. Using firm-level panel data from the Moody’s Orbis database, firm-level panel data examines the relationships between social media advertising expenses, mobile app features, educational campaigns, total customers, and the rate of active digital users (used to approximate service innovation). By applying a Random Effects panel regression model, findings indicate that social media advertising, mobile app functionality, educational campaigns, and total customers have a significant and positive influence on firms’ rate of digital innovation performance. Findings show that consistently investing in digital engagement strategies and technological capabilities increases firms’ ability to innovate services, acquire customers, and build competitiveness within the changing digital economy in Germany. The present study provides new firm-level evidence for the digital transformation literature, as it illustrates that marketing and mobile technology work together to drive service innovation in advanced economies.

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Темы

Digital Marketing and Social Media Innovation Diffusion and Forecasting Technology Adoption and User Behaviour

Идентификаторы

DOI: 10.32479/irmm.22052

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