The Influences of Social Media Marketing Factors and Data-Driven Decision-Making on Sustainable Business Performance in the Game Industry: Open Innovation as a Moderator

Tong Wei

doi:10.60027/iarj.2026.e292599

Authors

Tong Wei North-Chiang Mai University, Chiang Mai, Thailand https://orcid.org/0009-0005-0121-0514

DOI:

https://doi.org/10.60027/iarj.2026.e292599

Keywords:

Social Media Marketing, Data-Driven Decision-Making, Open Innovation, Sustainable Business Performance, Game Industry

Abstract

Background and Aim: The gaming industry is increasingly integrating social media marketing, open innovation, and data-driven decision-making to achieve sustainable business performance. This study explores how social media marketing factors connect with sustainable business performance. It also tests the role of data-driven decision-making and open innovation in the game industry.

Materials and Methods: A quantitative research approach was adopted, collecting data from various types of gaming companies in China. A stratified random sampling method was employed, targeting mobile games, PC games, console games, web games, and e-sports companies. A total of 352 valid questionnaires were collected. Data analysis was performed using SPSS AMOS for structural equation modeling (SEM).

Results: Social media marketing factors were found to have significant positive impacts on data-driven decision-making. Data-driven decision-making positively influences sustainable business performance and acts as a significant mediator between social media marketing factors and sustainable business performance. Furthermore, open innovation was confirmed to have a significant positive moderating effect on the relationship between social media marketing factors and data-driven decision-making.

Conclusion: Sustainable business performance in the gaming industry is a synergistic outcome driven by external and user-centered factors, channeled through efficient data-driven decision-making processes, and amplified by an open innovation environment. The findings contribute theoretically by extending open innovation and Resource-Based View (RBV) perspectives into the domain of online marketing management in the gaming industry.

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