Scenario marketing has become a new business model for enterprises to link consumers and improve performance in the era of Internet of Things, and it is of great significance to explore its influence mechanism. Based on the TOE framework, an analytical model of scenario marketing from the three dimensions of technology, organisation and environment was constructed, and fsQCA was applied to analyze 189 pieces of research data. The results show that a single antecedent condition is hardly necessary for high performance of enterprise scenario marketing. There are three driving paths for high performance of enterprise scenario marketing, technology-enabled innovative, environment-perception-sensitive, and digital capability-driven. This study reveals the multiple drivers and complex synergistic effects of high performance in enterprise scenario marketing, which provides useful insights for enterprises to achieve high performance through scenario marketing.

scenario marketing  /  digital technology  /  TOE framework  /  FsQCA