From Technology Acceptance to Marketing Agility: The Mediating Roles of Attitude Toward Using and Entry Decision among Digital Content Creators
Keywords:
Marketing Agility, Technology Acceptance, Dynamic Capabilities, Digital Creator, Serial MediationAbstract
Purpose: In the volatile digital creator economy, rapid algorithmic shifts demand continuous strategic adaptation, making marketing agility essential for survival. This study integrates the Technology Acceptance Model (TAM) and Dynamic Capabilities Theory (DCT) to examine how perceived usefulness and perceived ease of use influence marketing agility through the serial mediation of attitude toward using and entry decision.
Methodology: Employing a quantitative explanatory design, cross-sectional data were collected from 259 active digital content creators in Indonesia using purposive sampling. The structural model and hypotheses were analyzed utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM).
Findings: The results indicate that perceived usefulness and ease of use significantly foster a positive attitude toward platform utilization. This attitude positively drives the strategic entry decision, which emerges as the strongest direct predictor of marketing agility. Furthermore, the serial mediation of attitude and entry decision successfully bridges the gap between initial technological perceptions and the formation of robust adaptive capabilities.
Implications: Theoretically, this study extends TAM by demonstrating that technology adoption is a vital precursor to building dynamic capabilities. Practically, it implies that digital creators must move beyond passive adoption toward active platform immersion to sustain algorithmic agility.
Limitations: The explanatory power () for marketing agility is relatively low, suggesting the presence of unexplored external variables, while the cross-sectional design limits longitudinal causal inferences.
Keywords: Marketing Agility, Technology Acceptance, Dynamic Capabilities, Digital Creator, Serial Mediation.
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Copyright (c) 2026 Gracetalia Irene Br Ginting, S.M., Catur Sugiarto, S.E., M.S.M., M.Rech., Ph.D., CDMP., CPM (Asia), Hendri Triyanto, S.E., M.M. (Author)
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