The effect of knowledge management process on the employee commitment: Evidence from digital marketing industry

Knowledge management is a process of systematic and transparent creation, development and application of knowledge to maximize knowledge-related performance and business value from knowledge and available wisdom assets. Knowledge management is vitally important with business and one of the competitive advantages. The aim of the study is to find out the relationship between the knowledge management process and employees’ commitment in the digital marketing companies. Through the mix-method research, the research result pointed out that four dimensions of knowledge management process; i.e., Knowledge Acquisition, Knowledge Conversion, Knowledge Application, and Knowledge Protection, positively impact on the employee's commitment. Some managerial implications for the digital marketing businesses were proposed to improve the employee commitment based the knowledge management process.