HOW SENIOR B2B MARKETING MANAGERS USE ORGANIZATIONAL INTERVENTION TO REINFORCE THE ORGANIZATION’S DIGITAL NETWORK AND INCREASE RESOURCE CAPABILITY
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A secure digital platform (SDP) can provide B2B marketers with confidence to use communications technology (CT) and engage in information sharing that facilitates resource utilization. Interlinked digital platforms constitute the company’s ecosystem and barriers in the form of a lack of skills and knowledge in relation to governance and compliance can be overcome through organizational intervention that is external to an individual’s capability of control. A framework for an SDP was developed by utilizing network theory and data were collected via an online survey and analysed (n=207) using SEM, AMOS. Organizational intervention through an SDP can help B2B marketers to increase the organization’s resource capability through improved interaction. It can also help individuals to become pro-actively compliant and be less at risk from various threats (e.g., fake news) as the organization provides a safer digital environment.