Developing Digital Marketing to Enhance Business Outcomes of Woven Fabric Entrepreneurs in Uttaradit Province, Thailand.

Authors

  • Kullaya Uppapong Faculty of Management Science, Uttaradit Rajabhat University
  • Kamonwan Mangkang Faculty of Management Science, Uttaradit Rajabhat University
  • Sarana Photchanachan School of Management, Shinawatra University

Keywords:

Digital Marketing, Business Outcome, User Experience, Woven Fabric

Abstract

This research aimed to investigate how technology impacts consumer behavior in the digital era and to examine the digital marketing model towards business outcomes. The method of this research was conducted by using quantitative research. Research strategy is non-experimental research by taking a survey design. The instrument was questionnaire that was using to collect the data from woven fabric groups customers. Structural equation modeling was used to test the research hypotheses. The findings revealed that woven fabric groups customers were mostly having the experience of purchase product online. The most popular channel was Facebook Fan page. As a result of digital marketing applications, this research showed that Facebook Fan page was the most wanted channel for woven fabric groups and it was consistent with the behavior of customers by adjusting the name according to SEO principles. Moreover, the results of hypothesis testing indicated that digital marketing applications of woven fabric groups had significantly increased on business outcomes. In additions, digital marketing applications had also significantly increased on user experience. Lastly, user experience had significantly increased on business outcomes. As a result, digital marketing applications had both direct effects and indirect effects on business outcomes. User experience had a partial mediation in the relationship between digital marketing applications and business outcomes.

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Published

2022-06-17

How to Cite

Uppapong, K., Mangkang, K., & Photchanachan, S. . (2022). Developing Digital Marketing to Enhance Business Outcomes of Woven Fabric Entrepreneurs in Uttaradit Province, Thailand. Journal of Business Administration The Association of Private Higher Education Institutions of Thailand, 11(1), 175–195. Retrieved from https://so02.tci-thaijo.org/index.php/apheitvu/article/view/255625

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Section

Research Articles