https://j.ideasspread.org/index.php/mct/issue/feed 2025-04-12T12:47:32+08:00 Jenny Lee mct@ideasspread.org Open Journal Systems <p>Media, Communication, and Technology&nbsp;(MCT)&nbsp;is an international, double-blind peer-reviewed, open-access journal published by IDEAS SPREAD INC. It provides an academic platform for professionals and researchers to contribute innovative work in the field. Media, Communication, and Technology&nbsp;(MCT) carries original and full-length articles that reflect the latest research and developments in both theoretical and practical aspects of media, communication and technology.&nbsp;The journal is published in both print and online versions. The online version is free access and download.</p> https://j.ideasspread.org/index.php/mct/article/view/1552 2025-04-12T12:47:20+08:00 Jun Cui jcui228@student.solbridge.ac.kr

<p>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.</p>

2025-04-10T00:00:00+08:00 ##submission.copyrightStatement## https://j.ideasspread.org/index.php/mct/article/view/1553 2025-04-12T12:47:32+08:00 Jun Cui jcui228@student.solbridge.ac.kr

<p>This study investigates the impact of corporate social responsibility (CSR) practices in the media industry on green environmental, social, and governance (ESG) performance, with a specific focus on the moderating role of human-AI digital media technology innovation. Using panel data from 2910 firm-year observations from Chinese listed companies between 2015 and 2022, we document a significant positive relationship between media industry CSR initiatives and green ESG performance. Furthermore, our findings reveal that human-AI digital media technology innovation strengthens this positive relationship, suggesting that technological advancement enhances the effectiveness of CSR activities in promoting environmental sustainability. The results remain robust across alternative specifications and methodologies. This study contributes to the growing literature on sustainability in the media sector and offers practical implications for firms and policymakers seeking to leverage technological innovation to advance green development goals.</p>

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