Table 8 Support for hypotheses... | Emerald Publishing

Table 8

Support for hypotheses

Hypothesis	Support	Findings and rationale
H1: Relative to the other digital capabilities examined, AI has the strongest positive association with the globalisation degree of EU27 countries, interpreted as a structural enabler of brand scalability	Fully supported	AI displays the largest positive and statistically significant coefficient (0.61639), reinforcing its role as an integrative capability associated with structural conditions for brand scalability (Makosa, 2023; Varsha et al., 2021)
H2: Big data usage is positively associated with the globalisation degree of EU27 countries, reflecting its role as an enabling data infrastructure that supports advanced digital capabilities	Not supported (main model); evidence consistent with enabling role (auxiliary models)	Big data is strongly associated with AI adoption, reflecting its role as a an enabling data infrastructure supporting advanced digital capabilities rather than acting as a direct driver (Anshari et al., 2019)
H3: Cloud computing usage is positively associated with the globalisation degree of EU27 countries, reflecting its enabling role in supporting advanced digital tools such as AI and big data to be deployed at scale	Not supported (main model); evidence consistent with enabling role (auxiliary models)	Cloud computing supports the deployment of AI and social media at scale, highlighting its infrastructural role in enabling scalable, interoperable digital architectures (Ashari et al., 2019; Mustak et al., 2021)
H4: Social media usage is positively associated with the globalisation degree of EU27 countries, reflecting its role in enhancing cross-border visibility	Not supported	Social media shows a weak and negative association, suggesting that cross-border visibility does not, by itself, translate into structural global market integration (Dropulić et al., 2022; Sharifirad, 2023)

Hypothesis	Support	Findings and rationale
H1: Relative to the other digital capabilities examined, AI has the strongest positive association with the globalisation degree of EU27 countries, interpreted as a structural enabler of brand scalability	Fully supported	AI displays the largest positive and statistically significant coefficient (0.61639), reinforcing its role as an integrative capability associated with structural conditions for brand scalability (Makosa, 2023; Varsha et al., 2021)
H2: Big data usage is positively associated with the globalisation degree of EU27 countries, reflecting its role as an enabling data infrastructure that supports advanced digital capabilities	Not supported (main model); evidence consistent with enabling role (auxiliary models)	Big data is strongly associated with AI adoption, reflecting its role as a an enabling data infrastructure supporting advanced digital capabilities rather than acting as a direct driver (Anshari et al., 2019)
H3: Cloud computing usage is positively associated with the globalisation degree of EU27 countries, reflecting its enabling role in supporting advanced digital tools such as AI and big data to be deployed at scale	Not supported (main model); evidence consistent with enabling role (auxiliary models)	Cloud computing supports the deployment of AI and social media at scale, highlighting its infrastructural role in enabling scalable, interoperable digital architectures (Ashari et al., 2019; Mustak et al., 2021)
H4: Social media usage is positively associated with the globalisation degree of EU27 countries, reflecting its role in enhancing cross-border visibility	Not supported	Social media shows a weak and negative association, suggesting that cross-border visibility does not, by itself, translate into structural global market integration (Dropulić et al., 2022; Sharifirad, 2023)

Source(s): authors' own data