{"corpus_id":270049232,"paper_sha":"bfed092157e66d0c9cf4dfaaf337409b10274e8e","doi":"10.62019/abbdm.v4i02.165","arxiv_id":null,"pmid":null,"pmcid":null,"mag_id":null,"dblp_id":null,"acl_id":null,"title":"Marketing Agility’s Influence on Market Performance: A Perspective from FinTech Industry","year":2024,"publication_date":"2024-05-24","venue":"The Asian Bulletin of Big Data Management","journal":{"name":"The Asian Bulletin of Big Data Management","pages":null,"volume":null},"journal_issn":null,"journal_title":null,"publication_types":["JournalArticle"],"pubmed_pub_types":null,"s2_fields_of_study":[],"reference_count":57,"citation_count":3,"influential_citation_count":0,"is_open_access":true,"arxiv_categories":null,"arxiv_license":null,"arxiv_journal_ref":null,"mesh_headings":null,"chemicals":null,"comments_corrections":null,"source_flags":1,"s2_open_access_pdf_url":"https://abbdm.com/index.php/Journal/article/download/165/124","s2_open_access_landing_url":"https://www.semanticscholar.org/paper/bfed092157e66d0c9cf4dfaaf337409b10274e8e","s2_open_access_license":"CCBYNCND","s2_open_access_status":"HYBRID","pmc_open_access_pdf_url":null,"pmc_open_access_landing_url":null,"pmc_open_access_license":null,"pmc_open_access_status":null,"unpaywall_open_access_pdf_url":null,"unpaywall_open_access_landing_url":null,"unpaywall_open_access_license":null,"unpaywall_open_access_status":null,"abstract":"In the dynamic market of Pakistan, the FinTech industry faces many challenges in grabbing the market share. FinTech startups must develop the dynamic capabilities to cope with these challenges and enhance their market performance. Marketing agility involves different dynamic capabilities that can improve organizational operations. Therefore, this research aimed to investigate the influence of marketing agility on the market performance of FinTechs. Moreover, it investigated the moderating role of data-driven culture in the relationship between marketing agility and market performance. The data for the research were gathered from 447 managers of FinTech companies via a close-ended questionnaire. The preliminary analysis reported seven outliers, which were removed during screening. Thus, 440 responses were retained for final analysis. The demographic characteristics of managers were determined using SPSS. In addition, Smart PLS-4 was used for data analysis. It analyzed the data in two steps; in the first step, the measurement model was accessed, and the second step investigated the structural model to test the hypotheses. The results highlighted the significant relationship between marketing agility and performance. In addition, the findings confirmed the moderation of data-driven culture in the relationship between marketing agility and market performance. The research results can act as a guide for managers of Fintech startups aiming to enhance their market performance in the volatile market of Pakistan.","claims":[{"public_id":"cl_56b4226104a3fadb282cc3d0e07de5be","status":"active","text":"Data were collected from 447 managers of FinTech companies via a close-ended questionnaire, and 440 responses were retained for analysis after removing seven outliers during screening.","confidence":0.8,"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/claims/cl_56b4226104a3fadb282cc3d0e07de5be"},{"public_id":"cl_3f9fc16629de9b29f533a8a17fe59206","status":"active","text":"Data-driven culture moderates the relationship between marketing agility and market performance.","confidence":0.88,"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/claims/cl_3f9fc16629de9b29f533a8a17fe59206"},{"public_id":"cl_a68dda546d374d9307b04536bf1275c8","status":"active","text":"Marketing agility has a significant relationship with the market performance of FinTech firms.","confidence":0.9,"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/claims/cl_a68dda546d374d9307b04536bf1275c8"},{"public_id":"cl_ddbfbf4fade9b57ae157f88fa792fab8","status":"active","text":"The measurement model and structural model were assessed using Smart PLS-4 to test the hypotheses.","confidence":0.82,"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/claims/cl_ddbfbf4fade9b57ae157f88fa792fab8"}],"concepts":[{"public_id":"co_231883637b47111c99155f9e9e1a8b24","status":"active","name":"dynamic capabilities","description":"Organizational capabilities that allow firms to reconfigure resources and operations to address market challenges.","types":["construct"],"aliases":[],"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/concepts/co_231883637b47111c99155f9e9e1a8b24"},{"public_id":"co_281de6a997c67416cb93282ef4286d8a","status":"active","name":"Smart PLS-4","description":"A software tool for partial least squares structural equation modeling used to analyze the survey data.","types":["tool"],"aliases":[],"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/concepts/co_281de6a997c67416cb93282ef4286d8a"},{"public_id":"co_606cc58e17aebf21eb5198af1b497aae","status":"active","name":"marketing agility","description":"A set of dynamic capabilities that enable FinTech firms to adapt marketing operations in response to market challenges.","types":["construct"],"aliases":[],"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/concepts/co_606cc58e17aebf21eb5198af1b497aae"},{"public_id":"co_6e0d6e55f617f03cb25d7f6073815683","status":"active","name":"FinTech industry","description":"The financial technology sector in Pakistan that forms the industry context of this study.","types":["industry"],"aliases":[],"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/concepts/co_6e0d6e55f617f03cb25d7f6073815683"},{"public_id":"co_8e74b31463b755816e9c02fb093fa59f","status":"active","name":"measurement model","description":"The PLS-SEM analysis stage that assesses the reliability and validity of construct indicators.","types":["method component"],"aliases":[],"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/concepts/co_8e74b31463b755816e9c02fb093fa59f"},{"public_id":"co_90e9b2389d1b42e7e6477be9ffd8b7dc","status":"active","name":"structural model","description":"The PLS-SEM analysis stage that tests the hypothesized relationships among constructs.","types":["method component"],"aliases":[],"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/concepts/co_90e9b2389d1b42e7e6477be9ffd8b7dc"},{"public_id":"co_ac1697b4c8731f8fdd464f7bb3de5c80","status":"active","name":"close-ended questionnaire","description":"A structured survey instrument with fixed response options used to collect data from FinTech company managers.","types":["instrument"],"aliases":[],"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/concepts/co_ac1697b4c8731f8fdd464f7bb3de5c80"},{"public_id":"co_aed4a982e4a1b43e10a711020699389e","status":"active","name":"SPSS","description":"Statistical software used to determine the demographic characteristics of the surveyed managers.","types":["tool"],"aliases":[],"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/concepts/co_aed4a982e4a1b43e10a711020699389e"},{"public_id":"co_e803db0e59df2a520b53c7484be38aa5","status":"active","name":"data-driven culture","description":"An organizational culture centered on using data to guide decisions, examined as a moderator between marketing agility and market performance.","types":["moderator"],"aliases":[],"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/concepts/co_e803db0e59df2a520b53c7484be38aa5"},{"public_id":"co_ff77514891b37522077b01a0b61ebfc3","status":"active","name":"market performance","description":"The degree to which a FinTech firm succeeds in the market, treated as the outcome variable in this study.","types":["outcome"],"aliases":[],"contributors":[{"id":17,"public_id":"322360f1c1","public_label":"Killer Whale (322360f1c1)","roles":["extraction"],"url":"https://sah.borca.ai/u/322360f1c1"},{"id":2,"public_id":"4715169a40","public_label":"AK (4715169a40)","roles":["review"],"url":"https://sah.borca.ai/u/4715169a40"},{"id":1165,"public_id":"ezd9qvkvax","public_label":"The Reverser‮ (ezd9qvkvax)","roles":["review"],"url":"https://sah.borca.ai/u/ezd9qvkvax"},{"id":32,"public_id":"7c402c1b98","public_label":"뀨 (7c402c1b98)","roles":["review"],"url":"https://sah.borca.ai/u/7c402c1b98"}],"url":"https://sah.borca.ai/concepts/co_ff77514891b37522077b01a0b61ebfc3"}],"external_ids":{"DOI":"10.62019/abbdm.v4i02.165","ArXiv":null,"PubMed":null,"PubMedCentral":null,"MAG":null,"DBLP":null,"ACL":null},"open_access":{"is_open_access":true,"pdf_url":"https://abbdm.com/index.php/Journal/article/download/165/124","landing_url":"https://www.semanticscholar.org/paper/bfed092157e66d0c9cf4dfaaf337409b10274e8e","source":"semantic_scholar","pdf_url_source":"semantic_scholar_open_access_pdf","license":"CCBYNCND","status":"HYBRID","reason":null},"reference_availability":{"status":"available","references_indexed":true,"full_text_available":false,"full_text_source":null,"count_basis":"semantic_scholar_metadata","extraction_status":"not_applicable","reason":null},"source":{"provider":"episteme2","base_corpus":"semantic_scholar_dump","freshness_mode":"unknown","basis":["semantic_scholar_metadata","postgres_metadata"],"limits":["paper metadata is based on indexed upstream scholarly datasets","claims and concepts are available only for extracted papers","absence of claims or concepts means no extracted graph data is available in this response"],"status":"available","degraded":false,"degraded_reasons":[],"diagnostics":{"status":"available","degraded":false,"degraded_reasons":[],"metadata_status":"available","graph_status":"available","abstract_status":"available"},"source_flags":1},"paper_id":633177,"paper_uid":"8dbf9336-d7bd-4618-9455-3dcdee04425f","canonical_identity":{"paper_id":633177,"paper_uid":"8dbf9336-d7bd-4618-9455-3dcdee04425f","identity_status":"available","lookup_basis":"semantic_scholar_external_id","compatibility_path":"corpus_id"},"url":"https://sah.borca.ai/papers/270049232"}