SOCIAL MEDIA MARKETING MODEL FOR SMALL AND MEDIUM ENTERPRISES IN THAILAND

Information from the abstract

This study has examined how small and medium enterprises (SMEs) in Thailand utilise digital marketing tools and technology to manage business risks and drive innovations. The study employs three key steps to understand how Thai SME entrepreneurs perceive these factors and their impact on digital marketing. The research develops a unique social media marketing approach tailored for Thai SMEs. Using survey data from 400 entrepreneurs, the study employs quantitative analysis with statistical techniques, including CFA and SEM, to examine the interconnections between various elements. Findings revealed that technology, risk control, innovation processes, and digital promotion are crucial for the success of SMEs. CFA tests confirm that these factors are essential for effective digital marketing. Moreover, experts suggest that technology and risk influence digital marketing performance better when combined with the active use of new technology. Specific government actions are needed to support SMEs in building stronger digital marketing capabilities.

Why this record is monitored

This record has an Impact Signal of 81/100 based on recency, source, collaboration, and bibliographic signals. It prioritizes monitoring and is not a judgment of research quality.

Related topics: SMEs Development and Digital Marketing · Digital Marketing and Social Media · Marketing and Advertising Strategies