Digital Marketing Innovation and Green HRM in Chinese Telecommunications Firms: The Moderating Role of Human-AI Knowledge Collaboration

This study explores the relationship between digital marketing innovation and green human resource management (HRM) in Chinese telecommunications firms, with a specific focus on the moderating role of Human-AI knowledge collaboration. Drawing on data collected from 278 telecommunications companies in China, moreover, this research employs a mixed-method approach using SPSS, AMOS, and fsQCA to provide comprehensive insights into the complex relationships. The findings indicate that digital marketing innovation positively influences green HRM practices, and this relationship is significantly moderated by Human-AI knowledge collaboration systems. Moreover, the fsQCA results reveal multiple pathways through which firms can achieve effective digital transformation. This study contributes to both theory and practice by providing evidence-based strategies for telecommunications firms undergoing digital transformation while pursuing sustainability objectives.