Digital Marketing Capability and Sustainable Marketing Performance: Evidence from Cosmetics Firms in Thailand
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This study investigates the influences of digital marketing capability on multiple stages of marketing outcomes among cosmetics firms in Thailand. Grounded in Dynamic Capabilities Theory and Contingency Theory, the study examines the effectiveness of digital marketing capability in enhancing customer acceptance excellence and competitor completeness efficiency. It further examines how customer acceptance excellence and competitor completeness efficiency subsequently enhance continued marketing competitiveness, while continued marketing competitiveness significantly improves sustainable marketing performance. Data were collected from 151 cosmetics firms in Thailand and analyzed using OLS regression to examine the relationships among digital marketing capability, marketing outcomes, and continued marketing competitiveness. The results indicate that digital marketing capability has a significant effect on strengthening all multiple stages of marketing outcomes and directly improves sustainable marketing performance (β =0.324, p < .05). Customer acceptance excellence (β = 0.169, p < .05) and competitor completeness efficiency (β = 0.597, p < .001) significantly enhance continued marketing competitiveness. Continued marketing competitiveness, in turn, significantly improves sustainable marketing performance (β = 0.657, p < .001). These findings demonstrate that digital marketing capability contributes to firm performance through a multi-stage causal mechanism involving continued marketing competitiveness. The study contributes to the literature by clarifying how digital marketing capability drives sustainable marketing performance across multiple stages of marketing outcomes and provides practical implications for firms seeking to achieve competitive and sustainable marketing success in dynamic market environments.
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