Results of hypotheses testing (n = 335)
| Hypothesised path | Path coefficient | t-values | p-values | LCI (2.5%) | UCI (97.5%) | Hypothesis result |
|---|---|---|---|---|---|---|
| [H1] AI-based stakeholder engagement → marketing agility | 0.401 | 7.135 | 0.000 | 0.289 | 0.513 | H1: Supported |
| [H3] Marketing agility → firm performance | 0.496 | 10.276 | 0.000 | 0.402 | 0.593 | H3: Supported |
| [H2] Technology turbulence * AI-based stakeholder engagement → marketing agility | 0.089 | 1.966 | 0.049 | −0.002 | 0.176 | H2: Partially supported |
| [H4] Technology turbulence * marketing agility → firm performance | 0.081 | 2.044 | 0.041 | 0.001 | 0.157 | H4: Supported |
| Hypothesised path | Path coefficient | Hypothesis result | ||||
|---|---|---|---|---|---|---|
| [ | 0.401 | 7.135 | 0.000 | 0.289 | 0.513 | |
| [ | 0.496 | 10.276 | 0.000 | 0.402 | 0.593 | |
| [ | 0.089 | 1.966 | 0.049 | −0.002 | 0.176 | |
| [ | 0.081 | 2.044 | 0.041 | 0.001 | 0.157 |
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.