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Mediating effect of digital marketing capability on marketing effectiveness of community enterprises in Nakhon Pathom Province, Thailand

Most community enterprises in Thailand are not successful because of limited marketing channels and technology. The purpose of this paper is to examine the effect of platform capability and web capability on marketing effectiveness with a consideration of the mediating effect of digital marketing ca...

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Main Authors: Niracharapa Tongdhamachart,, Sakkarin Niyomsilpa,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2022
Online Access:http://journalarticle.ukm.my/18674/1/54809-182427-1-PB.pdf
http://journalarticle.ukm.my/18674/
https://ejournal.ukm.my/mjc/issue/view/1473
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spelling my-ukm.journal.186742022-05-24T01:02:05Z http://journalarticle.ukm.my/18674/ Mediating effect of digital marketing capability on marketing effectiveness of community enterprises in Nakhon Pathom Province, Thailand Niracharapa Tongdhamachart, Sakkarin Niyomsilpa, Most community enterprises in Thailand are not successful because of limited marketing channels and technology. The purpose of this paper is to examine the effect of platform capability and web capability on marketing effectiveness with a consideration of the mediating effect of digital marketing capability to community enterprises in Nakhon Pathom Province, Thailand. The study uses a multi-stage sampling method surveying 400 community enterprise members in Nakhon Pathom Province. The model applies and combines the concepts of dynamic capability. Data analysis uses structural equation modelling and the LISREL program for path analysis and testing the congruence of the causal relationship model. The causal model of factors influencing marketing effectiveness significantly fits the empirical data. The fit statistics are c2= 349.046, df = 245, p-value = 0.158, c2/df = 1.425, RMSEA = 0.024, NFI = 0.996, NNFI = 0.998, CFI = 0.996, RMR = 0.024, SRMR = 0.024, GFI = 0.933 and AGFI = 0.910. The results show that digital marketing is a full mediating effect of platform and web capabilities on marketing effectiveness of community enterprises. Community enterprises need to implement more online marketing channels for better performances. Moreover, the study serves as a guideline for developing community enterprises and the capability level of grassroots, which are a significant base of local economic development of Thailand. Importantly, grassroots development has been a national agenda of the Thai government. Penerbit Universiti Kebangsaan Malaysia 2022 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/18674/1/54809-182427-1-PB.pdf Niracharapa Tongdhamachart, and Sakkarin Niyomsilpa, (2022) Mediating effect of digital marketing capability on marketing effectiveness of community enterprises in Nakhon Pathom Province, Thailand. Jurnal Komunikasi ; Malaysian Journal of Communication, 38 (1). pp. 201-220. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1473
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Most community enterprises in Thailand are not successful because of limited marketing channels and technology. The purpose of this paper is to examine the effect of platform capability and web capability on marketing effectiveness with a consideration of the mediating effect of digital marketing capability to community enterprises in Nakhon Pathom Province, Thailand. The study uses a multi-stage sampling method surveying 400 community enterprise members in Nakhon Pathom Province. The model applies and combines the concepts of dynamic capability. Data analysis uses structural equation modelling and the LISREL program for path analysis and testing the congruence of the causal relationship model. The causal model of factors influencing marketing effectiveness significantly fits the empirical data. The fit statistics are c2= 349.046, df = 245, p-value = 0.158, c2/df = 1.425, RMSEA = 0.024, NFI = 0.996, NNFI = 0.998, CFI = 0.996, RMR = 0.024, SRMR = 0.024, GFI = 0.933 and AGFI = 0.910. The results show that digital marketing is a full mediating effect of platform and web capabilities on marketing effectiveness of community enterprises. Community enterprises need to implement more online marketing channels for better performances. Moreover, the study serves as a guideline for developing community enterprises and the capability level of grassroots, which are a significant base of local economic development of Thailand. Importantly, grassroots development has been a national agenda of the Thai government.
format Article
author Niracharapa Tongdhamachart,
Sakkarin Niyomsilpa,
spellingShingle Niracharapa Tongdhamachart,
Sakkarin Niyomsilpa,
Mediating effect of digital marketing capability on marketing effectiveness of community enterprises in Nakhon Pathom Province, Thailand
author_facet Niracharapa Tongdhamachart,
Sakkarin Niyomsilpa,
author_sort Niracharapa Tongdhamachart,
title Mediating effect of digital marketing capability on marketing effectiveness of community enterprises in Nakhon Pathom Province, Thailand
title_short Mediating effect of digital marketing capability on marketing effectiveness of community enterprises in Nakhon Pathom Province, Thailand
title_full Mediating effect of digital marketing capability on marketing effectiveness of community enterprises in Nakhon Pathom Province, Thailand
title_fullStr Mediating effect of digital marketing capability on marketing effectiveness of community enterprises in Nakhon Pathom Province, Thailand
title_full_unstemmed Mediating effect of digital marketing capability on marketing effectiveness of community enterprises in Nakhon Pathom Province, Thailand
title_sort mediating effect of digital marketing capability on marketing effectiveness of community enterprises in nakhon pathom province, thailand
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2022
url http://journalarticle.ukm.my/18674/1/54809-182427-1-PB.pdf
http://journalarticle.ukm.my/18674/
https://ejournal.ukm.my/mjc/issue/view/1473
_version_ 1734300934599606272
score 13.211869

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