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Their interactions with platform interfaces generate valuable insights into user
preferences and consumption patterns, enabling SMEs to refine marketing approaches
continuously. This reciprocal exchange of value and information forms a market co-
creation mechanism that drives innovation performance in digital marketing activities.
Consequently, the synergy among SMEs’ strategic implementation, platform technological
support, and customer experiential participation constitutes a central operational layer in
the broader digital innovation spiral proposed in this study.

Figure 3. Triple-Helix mechanism for digital marketing innovation performance
Source: Author
3.5. Digital value creation mechanism as the core integrative process
Digital value creation constitutes the central transformative mechanism that
integrates innovation capability, digital marketing innovation performance, and societal
digital adoption within the proposed multi-layer Triple-Helix ecosystem. In the context of
platform-based economies, value is increasingly generated through interactive, data-
driven, and co-creative processes rather than through linear production or firm-centric
strategies. The conceptual framework therefore positions digital value creation as a
dynamic convergence point where institutional capability development, market
innovation activities, and digital consumption practices collectively shape competitive
outcomes for SMEs.

Figure 4. Integrated Digital Value Creation Spiral Framework
Source: Author

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