Examining the Effect of Digital Leadership on Competitive Advantage with the Mediating Role of Responsible Innovation and Moderation of Social Orientation (Case study: Digikala site)
Abstract
Today's world is accompanied by increasing changes that the rate and speed of these changes are incredible and affect people, organizations and societies in different ways. One of the most important changes is the emergence of information technology and the digital world, which brings many potential benefits. Therefore, the current research aims to investigate the effect of digital leadership on competitive advantage with the mediating role of responsible innovation and moderating social orientation (case study: Digi-Kala website). It has been done. This study in terms of method is descriptive-survey research and in terms of purpose is applied research. the statistical population is all managers, senior experts and specialists in the Digi Kala website, so the method of collecting information is library and field studies, and the tool for collecting information is a standard questionnaire, and a Likert scale is used. The current research was conducted by sampling and the sample size was determined using Cochran's formula, the number of statistical sample size was determined to be 169 people and sampling method was done by simple random sampling method. Data analysis was done using statistical tests and Smart PLS software. The research findings showed that all the research hypotheses were confirmed and the results showed that digital leadership has a significant effect on competitive advantage with the mediating role of responsible innovation and moderating role of social orientation.
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DOI: http://dx.doi.org/10.18415/ijmmu.v11i8.6084
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