CORPORATE CULTURE AND EMPLOYEE ENGAGEMENT IN IN THE CONTEXT OF DIGITAL TRANSFORMATION: EVIDENCE FROM COAL MINING ENTERPRISES IN VIETNAM

In the context of digital transformation, employee engagement has become a crucial factor for workforce stability, operational efficiency, and sustainable development, particularly in high-risk industries such as coal mining. This study examines the effect of corporate culture on employee engagement in coal mining enterprises in Vietnam and investigates the moderating role of digital transformation readiness. Data were collected through direct surveys of 356 employees and analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS. The results indicate that corporate culture has a positive and statistically significant effect on employee engagement. Digital transformation readiness positively moderates this relationship, suggesting that the effect of corporate culture on employee engagement becomes stronger when enterprises demonstrate higher readiness for digital transformation. The model explains 66.7% of the variance in employee engagement. The findings contribute empirical evidence from a traditional high-risk industry undergoing digital transformation and provide managerial implications for strengthening employee engagement through cultural development and digital readiness.