Page 402 - ISC PROCEEDINGS 21.4

Within the proposed conceptual framework, the formation of digital innovation
capability represents a foundational mechanism enabling SMEs to participate effectively
in platform-based marketing ecosystems. Drawing on the Triple-Helix perspective,
innovation capability is conceptualized as the outcome of institutional support,
knowledge collaboration, and entrepreneurial application.
Governments play a critical role by shaping regulatory environments, investing in
digital infrastructure, and providing financial incentives that lower the risks associated
with technological adoption. In many emerging economies, national digital
transformation programs and SME support policies have accelerated technology diffusion
and enhanced firms’ readiness to integrate digital tools into business operations. For
instance, Vietnam’s national digital transformation agenda aims to increase the digital
economy’s contribution to GDP to approximately 20% by 2025, highlighting the strategic
importance of capability development at the enterprise level.
Academia contributes through the creation and dissemination of knowledge,
including digital skills training, applied research, and technology transfer activities.
Universities and research institutions increasingly collaborate with industry partners to
support SMEs in adopting data analytics, AI-driven marketing tools, and digital
management systems. Such collaborations enhance firms’ absorptive capacity and
facilitate the transition from traditional business models to digitally enabled innovation
processes. From the SMEs’ perspective, innovation capability reflects their ability to
reconfigure resources, adopt new technologies, and respond flexibly to changing market
conditions, consistent with the dynamic capability view. Empirical evidence across
developing markets indicates that SMEs engaging in institutional partnerships and
knowledge networks demonstrate higher levels of digital readiness and innovation
performance.
Consequently, the interaction among government, academia, and SMEs forms a
capability-driven mechanism that underpins subsequent stages of digital value creation.
This mechanism not only strengthens firms’ technological competencies but also
establishes the conditions necessary for effective participation in digital marketing
activities on e-commerce platforms.
3.3. Digital adoption diffusion mechanism: Government - Academia - Digital
customers
Digital adoption represents a critical societal-level mechanism that shapes the
effectiveness of digital marketing innovation within platform-based SME ecosystems. In
the proposed framework, digital adoption emerges from the dynamic interaction among
government institutions, academic knowledge systems, and digitally engaged consumers.
Extending the Triple-Helix perspective to the demand-side of the digital economy,
this mechanism explains how technological acceptance and market readiness are
collectively constructed rather than individually determined.
Governments play a pivotal role in fostering digital adoption through regulatory
guidance, public digital infrastructure investment, and national digital literacy initiatives.
By promoting trust in digital transactions, enhancing data protection standards, and
supporting inclusive access to digital services, public institutions help reduce uncertainty
associated with technology use. At the same time, academic institutions contribute by
strengthening digital awareness and capability among citizens through education, training
programs, and knowledge dissemination activities. These initiatives enhance consumers’

401