Abstract
This study proposes a conceptual framework to elucidate the influence of emergent new media trends, such as AI, VR, and big data, on organizational competency within China's unique digital ecosystem. It posits that the successful adoption and integration of these technologies can enhance decision-making, innovation, efficiency, and customer service. However, these benefits hinge on strategic alignment, effective change management, and development of requisite capabilities. The framework underscores the need for empirical validation and refinement and calls for further exploration into the mechanisms driving the relationship between new media adoption and enhanced organizational competency. This research lays the groundwork for understanding how Chinese organizations can effectively navigate the challenges and opportunities presented by the evolving digital landscape.
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