Consumer intensity drivers and adaptive marketing agility: Empirical evidence of mediating spillovers and co-evolution with moderating algorithmic amplification

The consumer intensity drivers, such as co-creation, digital brand passion, zealotry orientation, micro-community evangelism, gamification appeal, narrative identity alignment, and sustainability-related brand love are crucial drivers of marketing in the rapidly changing digital ecosystems. This paper empirically investigates the role of these antecedents in increasing the adaptive marketing agility via the two mediation mechanisms of open innovation spillovers and consumer-brand co-evolution, and further hypothesizes the moderating effect of algorithmic social amplification. It used a survey-based design where the responses were collected among the consumers who were participating in online brand communities. Through structural equation modelling (SEM), the analysis established that consumer intensity drivers have a significant impact on the mediators which in turn have a positive impact on adaptive marketing agility. In addition, the mediated pathways were found to be moderated by algorithmic amplification, which enhanced the process of translation of spillovers and co-evolution into agility outcomes. Theoretically, Service-Dominant Logic and Dynamic Capabilities Theory are extended in the study by showing how the intensity of consumers can be translated into organizational adaptability in the context of algorithmically mediated environments. In practice, the results will give managers a strategy to take advantage of consumer intensity drivers, nurture innovation spill-overs, build co-evolutionary relationships, and be platform-congruent to maintain agility in competitive digital markets.