Digital Innovation in Media Enterprises and Digital Transformation: The Moderating Role of GAI Technology in Media Industry
Abstract
This study investigates the influence of digital innovation in media enterprises on corporate digital transformation, with a particular focus on the moderating effect of Generative Artificial Intelligence (GAI) technology adoption. Using a comprehensive panel dataset of 4,930 firm-year observations from Chinese enterprises between 2015 and 2022, we empirically analyze how media firms' digital innovation capabilities drive organizational transformation and how GAI implementation amplifies these effects. Our findings reveal that digital innovation in media enterprises significantly accelerates digital transformation processes, with GAI technology serving as a positive moderator that enhances this relationship. The results remain robust across alternative specifications and endogeneity tests. Further mechanism analysis suggests that digital innovation primarily operates through improving information processing capabilities and fostering organizational learning. This research contributes to the literature on digital transformation and offers practical implications for corporate technology strategy and policy development in the digital economy era.
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