Artículos (Administración de Empresas y Marketing)

URI permanente para esta colecciónhttps://hdl.handle.net/11441/11102

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  • Acceso AbiertoArtículo
    Corporate environmentalism and brand value: A natural resource-based perspective
    (2021) Rahman, Mahabubur; Rodríguez Serrano, María de los Ángeles; Faroque, Anisur R.; Administración de Empresas y Marketing
    Given ever-increasing engagement of firms in corporate environmentalism over the past few decades, a multitude of studies investigated the antecedents and consequences of corporate environmentalism. Extant studies exploring the consequences of corporate environmentalism predominantly measured its effects on firm performance. However, to the best of our knowledge, no study thus far has explored whether or not the key pro-environmental initiatives pertaining to corporate environmentalism carried out by industrial firms have any effect on market-based assets, namely, brand value. This study endeavored to address this gap in the literature. Drawing on natural resource-based view of the firm (NRBV), this study argued that industrial firms committed to corporate environmentalism reap rewards in the form of higher brand value. This study investigated three salient areas of corporate environmentalism, namely, environmental innovation, efficiency in using natural resources and emission reduction. The findings of this research demonstrate that industrial firms that outperform in environmental innovation, use fewer natural resources, and reduce emission have a higher brand value. Interestingly, while environmental innovation and efficiency in using natural resources contribute fairly equally to brand value, ability to reduce emissions contributes the least to brand value creation.
  • Acceso AbiertoArtículo
    Innovation and performance in social economy enterprises: The mediating effect of legitimacy for customers
    (2023) Espasandín Bustelo, Francisco; Rufino Rus, José Ignacio; Rodríguez Serrano, María de los Ángeles; Administración de Empresas y Marketing
    The link between innovation and company performance has been extensively explored. Nevertheless, the conclusions of most studies on this matter are case specific and should not be considered generally applicable, given the number of factors and variables that an innovation process entails, which vary depending on the type of company. Moreover, scarce little research can be found in the literature on the determinants of innovation in social economy enterprises and the impact of innovation on financial performance. We therefore propose a model with which to comprehend the reasons why social economy organizations institute innovations and the influence their innovations may have on their results, which are mediated by the legitimacy that consumers attribute to those innovations. Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was used as the key method of analysis, in order to check for significant relationships between innovation performance and economic results, to help understand these relations and their impact on financial outputs. The results of our investigation tended to confirm that the results of innovation in social economy enterprises have their root cause in the managerial capabilities of the CEO, as well as in the legitimacy granted to them by customers, clients, and users. In addition, our research might be of some theoretical and practical value, in so far as it contributes to reducing the existing gap in the literature on social economy enterprises with successful innovation processes.
  • Acceso AbiertoArtículo
    The use of fitness centre apps and its relation to customer satisfaction: a UTAUT2 perspective
    (Emerald Group Publishing LTD, 2022) Ferreira Barbosa, Helena; García Fernández, Jerónimo; Pedragosa, Vera; Cepeda-Carrión, Gabriel; Educación Física y Deporte; Administración de Empresas y Marketing; SEJ525: Gestión e Innovación en Servicios Deportivos, Ocio y Recreación; SEJ573: Cultura Organizativa, Capacidades y Conocimiento para la Creación de Valor
    Purpose The purpose of this paper is to analyse the intention of using fitness app made available by the fitness centre to its members and their relationship with overall customer satisfaction. Design/methodology/approach The present study uses the extended unified theory of acceptance and use of technology (UTAUT2) as the base model. All the hypothesised relationships were tested through partial least square structural equation modelling (PLS-SEM), in a quantitative study with data from 1,676 fitness consumers from Portugal. Findings The results support the ability of UTAUT2 in predicting the customer´s intention to use the fitness app. Performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation and habit have a positive impact on behavioural intentions to use the fitness app. Performance expectancy and habit have the strongest relationships. Behavioural intentions are positively related both to the usage behaviour of the fitness app and to overall customer satisfaction. Practical implications The results of this study present a strong contribution for fitness centre managers, since it highlights the importance of using these apps as a way to increase customer satisfaction, increasing retention levels. Originality/value This study is paramount as regards to examine the behavioural intention to use the fitness apps that the fitness centres make available to their members using UTAUT2 model.
  • Acceso AbiertoArtículo
    The Role of Corporate Workplace Inclusivity Policies, Brand Equity, and Innovation Intensity in Firm Profitability: A Moderated Mediational Approach
    (2023) Rahman, Mahabubur; Rodríguez Serrano, María de los Ángeles; Faroque, Anisur R.; Sadat Shimul, Anwar; Administración de Empresas y Marketing
    Firms are increasingly adopting pro-lesbian, -gay, -bisexual, -transgender, inclusivity and diversity (LGBT-ID) policies for workforce management. This study develops a parsimonious, albeit complex, moderated-mediated framework by employing a panel dataset combining data from archival sources and involving a sample of predominantly large and publicly held firms from the USA between 2002 and 2018. The number of observations varied across variables with a minimum of 414 observations (corporate brand equity) and a maximum of 3,566 observations (self-reported LGBT-ID policy). This treatise demonstrates that adopting LGBT-ID policies positively impacts firms’ profitability. Moreover, pro-LGBT-ID policies during this specific period have a positive effect on corporate brand equity, which in turn affects firm profitability, indicating that brand equity plays a mediating role in the nexus between pro-LGBT-ID policies and firms’ financial performance. Furthermore, innovation intensity strengthens the relationship between pro-LGBT-ID policies and brand equity during the sample period of the study.
  • Acceso AbiertoArtículo
    Engagement, Satisfaction, and Revisit Intentions in Flamenco Tourism: Insights for the Cultural Event Industry
    (Center for International Scientific Research of VŠO and VŠPP, 2025) Fernández-López, Ángela M.; Ramírez-Hurtado, José M.; Berbel-Pineda, Juan M.; Criado García-Legaz, Fernando; Administración de Empresas y Marketing
    Flamenco has established itself as one of Spain's most emblematic cultural manifestations. Despite its popularity, there is a significant gap in the academic literature on how flamenco shows influence tourists' behavioural intentions. This study explores the relationship between tourists' experiences at flamenco shows, their satisfaction, and their intention to revisit. Using a sample of 364 tourists from various flamenco tablaos in Seville, a structural equation model was applied to examine how affective engagement, cognitive engagement, novelty, and physical involvement impact pleasurable experiences, satisfaction, and the intention to return. The findings reveal that novelty and affective engagement significantly enhance tourists' pleasurable experiences, which, in turn, increase satisfaction and the intention to revisit flamenco shows.The results offer valuable insights for the cultural tourism industry, particularly for businesses in cultural event management and tourism marketing. By enhancing the novelty and emotional depth of cultural experiences, industry practitioners can improve visitor satisfaction and increase the likelihood of repeat attendance. The study’s implications extend beyond flamenco to other cultural performances, such as tango festivals in Argentina and kabuki shows in Japan, providing a broader framework for enhancing tourist engagement in cultural tourism worldwide.
  • EmbargoArtículo
    Free walking tour tourist profile determination. Motivations, preferences and experience assessment
    (Taylor & Francis, 2025) Solano-Sánchez, Miguel Ángel; Menor-Campos, Antonio; Arteaga Sánchez, Rocío; López-Guzmán, Tomás; Administración de Empresas y Marketing
    This research aims to determine the variations that occur in the socio-demographic profile of the free walking tourist based on questions about motivations, preferences and evaluation of experiences about free tour services and other collaborative tourism services through the development of an artificial neural network. With this, the construction of potential ‘identikits’ or estimated profiles of tourists based on the responses incorporated into the artificial neural network and easily customisable by the researcher is intended, this being especially useful in the development of products and services adapted to potential tourism user of the free tour and/or other collaborative tourism services.
  • EmbargoArtículo
    Pedalling towards satisfaction: the power of motivation and emotions in shaping tourism perception in cycle tourism events
    (Taylor & Francis, 2025) Ramos-Ruiz, José E.; Muñoz-Fernández, Guzmán A.; García García, Lucía; Arteaga Sánchez, Rocío; Administración de Empresas y Marketing
    This study examines the relationships between motivations, emotions, satisfaction, and tourist perception in the context of a mountain biking event held in Córdoba, Southern Spain. Drawing on data collected from 362 participants in the 2023 and 2024 editions of the MTB Guzmán El Bueno, structural equation modelling (PLS-SEM) was used to test both direct and indirect relationships between key psychological and experiential variables. The results confirm that participants’ motivations and emotions significantly influence satisfaction, which in turn shapes their perception of the destination. Additionally, motivations and emotions exert indirect effects on tourist perception through satisfaction, highlighting how individual experiences translate into broader cognitive and affective evaluations of place. From a practical standpoint, the findings suggest that event organisers and tourism professionals should design experiences that align with participants’ intrinsic motivations and generate positive emotional engagement. Enhancing satisfaction through service quality, emotional resonance, and event-environment coherence can strengthen the destination’s image among visitors. These results offer valuable insights into how sport events contribute to destination image formation and may inform strategies aimed at fostering long-term visitor engagement. Future research could build on this framework to explore behavioural intentions across diverse event types, tourism segments, and geographical contexts.
  • Acceso AbiertoArtículo
    Is Airbnb a Sustainable Business Model Over Time? Modeling Behavioural Intention Using Mixed PLS-SEM/Fsqca Methodology
    (Center for International Scientific Research of VŠO and VŠPP, 2025) Gil Cordero, Eloy; Ledesma Chaves, Pablo; Arteaga Sánchez, Rocío; Han, Heesup; Quan, Lanji; Administración de Empresas y Marketing
    In the context of peer-to-peer accommodation services, Airbnb has emerged as a transformative force in the tourism sector. This study examines whether Airbnb represents a sustainable business model during periods of economic instability. We employed a hybrid analytical framework combining Partial Least Squares Structural Equation Modeling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) to analyze responses from 581 Spanish users. The extended UTAUT2 model incorporated electronic word-of-mouth (e-WOM), trust, and perceived COVID-19 risk as additional predictors of behavioral intention. PLS-SEM results showed that only performance expectancy had a statistically significant effect. In contrast, fsQCA revealed that effort expectancy, hedonic motivation, price-value, e-WOM, and trust are necessary conditions influencing usage intention. This divergence highlights the value of asymmetrical methods like fsQCA in capturing complex behavioral patterns that may not be observable through symmetrical approaches alone, making the two methods highly complementary. From a managerial standpoint, the results suggest that enhancing trust and leveraging e-WOM are vital for sustaining Airbnb’s competitive advantage. The study contributes by integrating two complementary analytical approaches and by modeling intention under crisis conditions. This research offers actionable insights for platform providers and tourism policymakers and sets a precedent for future studies on digital accommodation platforms.
  • Acceso AbiertoArtículo
    Environmental knowledge, the collaborative economy and responsible consumption in the context of second-hand perinatal and infant clothes in Spain
    (Elsevier, 2020) Peña Vinces, Jesús del Carmen; Solakis, Konstantinos; Guillen, Jorge; Administración de Empresas y Marketing
    Our research evaluates whether consumers’ environmental knowledge (EK), the degree of their knowledge and their relative engagement in the collaborative economy (CE) influences responsible consumption (RC). This was evaluated according to a consumer’s willingness to buy or rent second-hand perinatal and infant clothes. Additionally, we have explored the role of Information and Communication Technology (ICT) in the relationship between the collaborative economy and RC. These relationships were tested using a sample of 307 parents from Spain and an Ordinary Least Squares (OLS) regression model. Our results revealed that both environmental knowledge and the parents’ previous experience in the collaborative economy condition their willingness to behave responsibly by buying or renting second-hand perinatal and infant clothes. Moreover, ICT has shown itself as an essential driver of responsible consumption, in accordance with an ICT-based collaborative economy.
  • Acceso AbiertoArtículo
    Tertiary education and science as drivers of high‑technology exporting firms growth in developing countries
    (Springer, 2021) Peña Vinces, Jesús del Carmen; Audretsch, David; Administración de Empresas y Marketing
    In nearly all the Latin American-developing countries (LA-DC), entrepreneurial activity overseas is based on export commodities, mainly on mining and agriculture. Therefore, a shift of the entrepreneurial model-commodities-based toward high-technology represents a considerable challenge for both businesspersons and policymakers. In this sense, from an environment-industry perspective, we investigated whether a country’s tertiary educa-tion and science might be drivers of the high-technology exporting firms (HTEF) growth. Furthermore, considering that most of the current studies are focused on the firm-level, by contrast, our research was conducted at a country-level. Thus, we develop a ten-year panel dataset for ten LA-DC. Through an econometric model-OLS, we provide empirical support for our hypothesis. Our results reveal that a country’s tertiary education and science both together are drivers of the HTEF growth. Therefore, our conclusions will have implications at both a policy and a practical level
  • Acceso AbiertoArtículo
    Saving for the bad times: slack resources during an economic downturn
    (Emerald, 2022) Agustí Pérez, María de las Aguas; Galán González, José Luis; Acedo González, Francisco José; Administración de Empresas y Marketing; Contabilidad y Economía Financiera; Ministerio de Economía y Competitividad (MINECO). España
    Purpose This paper aims to examine what firms in Spanish industrial sectors redeployed their resources, depending on their organisational slack (resource excess), when faced with the global economic crisis of 2008. Design/methodology/approach Various financial measures for slack resources and performance have been analysed from more than 400 Spanish firms from 2006 (pre-crisis) to 2017 (recovery). Findings The first finding is that every slack is useful against an economic downturn. The results show how industrial companies use their slack resources when faced with a generalised crisis according to the level of slack possessed. The key role of the available slack against this environmental threatens is remarked. Research limitations/implications Not every resource is useful against an economic downturn. The results show how industrial companies use their slack resources when faced with a generalised crisis in accordance with the types and levels of slack. The key role of the liquid resources, in particular cash, against this environmental threat is discussed. However, we also observe the behaviour of firms with only a few excess resources and find very similar resource consumption patterns. Originality/value Although organisational slack is a well-known concept in management, few studies deal with how companies consume or use other types of resources when confronting a crisis. This paper not only addresses this question but also offers insights for a detailed evaluation of various types of slack during and after a crisis.
  • Acceso AbiertoArtículo
    A framework for a green accounting system‑exploratory study in a developing country context, Colombia
    (Springer, 2023) Chamorro Gonzalez, Candy; Peña Vinces, Jesús del Carmen; Administración de Empresas y Marketing
    Current accounting systems assume a purely financial approach, without including environmental information, such as environmental costs and companies’ expenses. On the one hand, this study proposes a framework that considers the environmental impact of firms within their accounting system, the Green Accounting System (GAS). On the other hand, and in the context of developing countries, Colombia carried out an exploratory study. With a sample of 150 Colombian industrial and commercial companies, this research revealed that 100% of them had not yet implemented environmental practices within the accounting system. Therefore, this research would be useful not only for academia, but also for practitioners and governments. As GAS would contribute to traceability in the quantification of environmental accounting, it would simultaneously generate a movement toward cleaner production that would increase environmental quality.
  • Acceso AbiertoArtículo
    Unraveling the Impact of Disclosed Corporate Values on Sustainability Governance: An fsQCA Analysis of IBEX35-Listed Companies
    (MDPI, 2025) Pérez Temprano, Javier; Sanchís Pedregosa, Carlos; Leal Rodríguez, Antonio Luis; Berenguer, Emma; Economía Financiera y Dirección de Operaciones; Administración de Empresas y Marketing
    This study aims to examine the corporate values of IBEX35-listed companies and compare them with the sustainability governance information in their Non-Financial Statements (NFSs) to identify cultural patterns indicating high sustainability governance maturity (HSGM). The study uses the Cultural Fit Assessment Method (CFAM©) based on the Competing Values Framework (CVF) and six cultural archetypes (People, Goals, Digital, Innovation, Norms, ESG). It also incorporates sector-specific indicators related to sustainability governance from the IV Comparative Report of the NFS of IBEX35-listed companies published in 2021 by Ernst and Young (E&Y). A fuzzy-set qualitative comparative analysis (fsQCA) was conducted to identify patterns of corporate culture that explain the high maturity levels of sustainability governance. The results reveal two sector-level paths to HSGM in which Digital emerges as a core presence condition and ESG appears as a core absence condition (~ESG). ESG does not emerge as a necessary condition; instead, HSGM arises configurationally. The first combination encompasses the presence of people, goals, and digital cultures, coupled with the absence of innovation, norms, and ESG archetypes, resulting in an HSGM model. The other alternative to obtaining HSGM is through a cultural combination of the absence of people, goals, and ESG cultures alongside a strong emphasis on digital, innovation, and norms archetypes. This study offers a unique approach to assessing the maturity of sustainability governance based on corporate culture. Identifying patterns of corporate culture that indicate high maturity levels of sustainability governance offers practical guidance on how organizations can enhance their sustainability practices.
  • Acceso AbiertoArtículo
    A Posteriori Segmentation of Personal Profiles of Online Video Games’ Players
    (Sage, 2020-05) Ramírez Correa, Patricio E.; Rondán Cataluña, Francisco Javier; Arenas Gaitán, Jorge; Administración de Empresas y Marketing
    There are diverse segmentations of online players in the literature. Most of them are proposed a priori, and there are no segmentations based on the acceptance of technology and the personal values of the players. The foremost purpose of this study is to obtain a posteriori segmentation of online video games’ players, founded on unified theory of acceptance and use of technology model, and to describe the subsequent segments consistent with the personal values of Schwartz. The measurement model and the structural model were analyzed with partial least squares (PLS). Subsequently, the PLS-prediction-oriented segmentation technique has been devoted to inspecting unobserved heterogeneity and to find players’ segments. Four segments are obtained from the statistical analysis, and data analysis shown that in each of the segments, the explained variance of both use and behavioral intention (which are the endogenous variables of the model) is significantly improved by comparing the results of the global sample.
  • Acceso AbiertoArtículo
    Internationalization as Patterns of Change Over Time: A Configurational Analysis
    (Sage, 2024) Moreno Menéndez, Ana María; Casillas Bueno, José Carlos; Agustí Pérez, María de las Aguas; Administración de Empresas y Marketing; Ministerio de Economía y Competitividad (MINECO). España
    The purpose of this article is to show that internationalization can be studied and described as different dynamic patterns in relation to the international evolution of firms by following a process approach. The article adopts a process approach jointly with a configuration-oriented perspective, to evaluate the strategy as a group of decisions instead of isolated and unrelated variables. Besides, a dynamic approach is incorporated in this study. For achieving the objective, we have studied the changes occurring in some of the variables involved in the internationalization process along a 4-year period (2002–2006). By means of a cluster analysis of the dynamic variables, seven different groups were identified and their external validity studied. The results obtained allow us to pose that the internationalization process cannot be generalized. A complex index and the consideration of evolution over time is a must. Besides, these patterns have been associated to different international status or profiles and to demographic variables, and show the existence of certain relationships between the internationalization status at a certain moment (static perspective) and its latter evolution (dynamic perspective). One of the key implications is the importance of understanding the internationalization process as a complex and interrelated decision. The fingerprints in such process should not be considered as isolated facts but as a part of a greater position. Despite the use of a similar methodology in other studies, this article is original in the introduction of the time (speed) approach to the configurational analysis of the internationalization process.
  • Acceso AbiertoArtículo
    The dynamic slack-performance relationship from an efficiency perspective
    (2021) Agustí Pérez, María de las Aguas; Velasco Morente, Francisco; Galán González, José Luis; Administración de Empresas y Marketing; Economía Aplicada I; Contabilidad y Economía Financiera; Ministerio de Economía y Competitividad (MINECO). España
    The article aims to analyse the behaviour of firms in terms of managing their slack resources from the perspective of efficiency when faced with a generalised crisis. From a sample of 419 Spanish companies in 2006, 2010 and 2014, a cluster analysis was carried out to identify their position in relation to slack resources (whether there was an excess or a deficiency). Taking this position into account, a data envelopment analysis was carried out which allowed the efficiency frontier to be analysed with respect to the different performances of the company. The results show firstly how companies' resource endowment is affected as a result of adaptation to the crisis and, in turn, how said adaptations accentuate the efficiency of the companies. The management of capacity and resources is an element that companies have failed to prioritise. The recent financial crisis and the current crisis underline the importance of maintaining and managing these resources beyond the vision of simply reducing slack as shown by many companies. The study has two particularities. First, it analyses the changes before, during and after one of the most important crises. Second, the complexity of the phenomenon means that a multiple methodology must be adopted.
  • Acceso AbiertoArtículo
    The effect of slack configurations on company performance from a dynamic perspective
    (Wiley, 2023) Agustí Pérez, María de las Aguas; Galán González, José Luis; Acedo González, Francisco José; Administración de Empresas y Marketing; Contabilidad y Economía Financiera; Ministerio de Economía y Competitividad (MINECO). España
    The existing literature on slack resources points to a relationship with organiza- tional performance, though little attention have been given to their dynamic deployment. Arising from the idea that companies present different levels of slack resources, this paper analyzes the slack-performance relationship using a dynamic performance and configurational approach. We investigate the existence of coherent configurations of slack resources and analyze the generation and use of slack resources in a period of crisis and economic recovery. Seemingly unrelated regressions were used on 419 Spanish manufacturing companies to assess the effect of slack configuration on performance from a cross-sectional and longitudinal perspective. The results show clear configurations and a continuous slack–performance relationship, so available and potential slack positively affect performance, whereas recoverable slack negatively affects performance, although these relationships are contingent on the economic situation. Therefore, firms increase their available and potential slack when faced with an environmental jolt, whereas this increase varies depending on the configuration or availability of slack resources. Configurational equifinality in the slack–performance relationship is also confirmed, with the effect being contingent on time.
  • Acceso AbiertoArtículo
    Understanding the evolution of the slack–performance relationship from a bibliometric perspective
    (Emerald, 2021) Agustí Pérez, María de las Aguas; Galán González, José Luis; Acedo González, Francisco José; Administración de Empresas y Marketing; Contabilidad y Economía Financiera; Ministerio de Economía y Competitividad (MINECO). España
    Purpose – The purpose of this paper is to analyse and classify the literature that links slack resources with performance, determining the diversity and coherence within the field, as well as possible future research trends. Design/methodology/approach – Using Web of Science information, a dynamic co-citation and co-word analysis was developed, enabling identification of the theoretical foundations that have accompanied the study of the slack–performance relationship and the research trends associated with these types of resources and their temporal evolution. Findings – Document co-citation and co-word analysis and its evaluation present a growing diversity of literature but which maintains links to the core works, giving coherence to this research field. The key theoretical approaches remain stable over time but with fragmentation of the topics analysed. Results allowed identification of a number of emerging research trends, achieving a level of consolidation within the field, with research fronts linked to those trends. Originality/value – Slack resources have a large trajectory within the management field. However, it is believed only basic bibliometric analyses of the literature have been made and none has developed an analysis of the evolution. This work is useful not only for incipient researchers to better understand the theoretical bases upon which the current work is based but also for the identification of possible gaps and unanswered research questions. The results complement previous research, with qualitative or meta-analytic perspectives, fundamental in understanding the structure and evolution of this research field.
  • EmbargoArtículo
    Product innovation, new product commercialisation and competitive advantage: the role of process innovation
    (Taylor & Francis, 2025) Edeh, Jude N.; Ramos Hidalgo, María Encarnación; Rodríguez Serrano, María de los Ángeles; Agustí Pérez, María de las Aguas; Administración de Empresas y Marketing; Contabilidad y Economía Financiera
    Technological innovation is essential for achieving sustainable competitiveness and superior growth, particularly in today’s turbulent business environment. However, it remains unclear how the interconnected impacts of technological innovation efforts contribute to a firm’s higher economic performance compared to its industry counterparts. This paper fills this research gap. We use the System Generalised Method of Moments technique to analyse a sample of 1780 Spanish manufacturing firms. The findings indicate that merely introducing product innovations does not necessarily lead to competitive advantage; instead, it is a firm’s ability to successfully commercialise its new product offerings. Additionally, the analysis reveals the importance of process innovation in enhancing the commercialisation efforts of firms to achieve superior performance. Moreover, the findings of this study have practical implications, especially for managers and practitioners who are pursuing growth strategies through investments in technological innovations.
  • Acceso AbiertoArtículo
    The organizational impact in Kibs companies of certain digital marketing factors: digital capabilities and internet technologies
    (Springer, 2024) Marino Romero, Jorge Alberto; Palos Sánchez, Pedro Ramiro; Velicia Martín, Félix Antonio; Administración de Empresas y Marketing; Economía Financiera y Dirección de Operaciones
    The concept of digital marketing is currently fragmented due to the emergence of many sub-areas of research. This is motivated by the evolution of markets that believe in the widespread adoption of digital technologies and online social networks. These changes generate turbulent environments. However, companies have not evolved uniformly, and there is a dearth of research, results, and conclusions for small businesses to compete with more objective, relational, and interactive marketing techniques. This paper aims to explore the relationship between dynamic capabilities, social media, and cloud computing in the context of digital marketing, based on resource and capability theory. It also develops and validates a measurement scale for digital marketing in knowledge-intensive business services (KIBS) companies with knowledge management business strategies. The study used an exploratory factor analysis (EFA) to identify underlying factors, followed by a confirmatory factor analysis (CFA) to validate the model. The dataset used for this analysis was collected through an online survey of 335 KIBS owners in Spain. An innovative and perfectly adapted conceptualisation of digital marketing for KIBS is presented. Specifically, digital marketing capabilities (DMC) with a holistic perspective are aligned with social networks and cloud technology. These factors optimise knowledge management through their absorptive capacity and increase the efficiency of their business operations via the proper implementation of operational capabilities.