Rural digitalization leverages common prosperity by scenescapes innovation

Purpose Rural digitalization has evolved from infrastructure deployment to endogenous growth empowerment, yet faces a critical paradox: substantial technological investments often fail to guarantee sustainable prosperity. This study integrates resource orchestration theory with scenescapes innovation to investigate how digital technologies serve as strategic orchestrators in promoting common prosperity. Specifically, it examines the mediating role of rural scenescapes innovation and the moderating effect of industrial integration, while identifying multiple configuration pathways toward high-level common prosperity. Design/methodology/approach This research employs a mixed-methods approach, utilizing panel data from 1,043 Chinese counties. Multivariate logistic regression, mediation analysis, moderation models and fuzzy-set qualitative comparative analysis (fsQCA) were employed to validate the framework. Findings Digitalization significantly promotes common prosperity, with scenescapes innovation serving as a critical mediating mechanism. Counter-intuitively, the value-added from both primary and secondary industries positively moderates this relationship, with the moderating effect of the primary sector being notably stronger. This suggests that traditional economic structures can empower rather than hinder digital transformation. fsQCA further identifies four distinct pathways to high common prosperity: traditional growth-oriented, industry-scenescape supported, digital-scenescape driven and institutionally guided configurations. Originality/value Theoretically, we advance resource orchestration theory by applying it to rural contexts and establish scenescapes innovation as a key mechanism explaining how digital technology transform rural endogenous growth. These findings provide valuable insights for targeted rural revitalization strategies in developing economies.