The effect of knowledge management process on the employee commitment: Evidence from digital marketing industry

Bui Thanh Khoa,Le Thi Kim Hoa

doi:10.5267/j.msl.2020.12.017

Abstract

Knowledge management is a process of systematic and transparent creation, development and application of knowledge to maximize knowledge-related performance and business value from knowledge and available wisdom assets. Knowledge management is vitally important with business and one of the competitive advantages. The aim of the study is to find out the relationship between the knowledge management process and employees’ commitment in the digital marketing companies. Through the mix-method research, the research result pointed out that four dimensions of knowledge management process; i.e., Knowledge Acquisition, Knowledge Conversion, Knowledge Application, and Knowledge Protection, positively impact on the employee's commitment. Some managerial implications for the digital marketing businesses were proposed to improve the employee commitment based the knowledge management process.

Highlights

Digital Marketing takes advantage of the combination of Internet and technology devices and other platforms to promote marketing activities, reach users, exchange information and promote products (Khoa, 2020a)
This study has examined the relationship between a knowledge management process and employee commitment in the digital marketing company
Through analyzing 611 responses, research has shown that Knowledge Application had the strongest impact on Employee Commitment; as well as Knowledge Acquisition and Knowledge Conversion had the lowest effect on the Employee Commitment

Summary

Introduction

Digital Marketing takes advantage of the combination of Internet and technology devices (computers, mobile phones) and other platforms to promote marketing activities, reach users, exchange information and promote products (Khoa, 2020a). Knowledge management enriches and updates useful knowledge sources to use in the process of doing work (Indradewa et al, 2016; Svetlik et al, 2007). This activity has the effect of reducing errors, reducing repetitive tasks, reducing time and money costs; increase work performance (Aymen et al, 2019; Razzaq et al, 2019). When knowledge becomes more important than capital, labor in the composition of economic value, people think of a new central object of governance, which is knowledge management process. It solves problems related to adaptation ith changes in the business environment and increases the survival of the organization based on transforming human capital into intellectual capital to create business value

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Discussion

Conclusion