Developing Digital Marketing to Enhance Business Outcomes of Woven Fabric Entrepreneurs in Uttaradit Province, Thailand.
Keywords:
Digital Marketing, Business Outcome, User Experience, Woven FabricAbstract
The objectives of this study were: to study the technology impacts consumer behavior in the digital era;
to propose the guidelines on application of digital marketing for woven fabric groups; and to examine the
digital marketing model towards business outcomes. The research method was conducted by using triangulation
design in order to have an in-depth analyze of data. The first stage, it used questionnaire tool to collect
data. The second stage it identified and searched for in-depth information by using in-depth interview and
focus groups. The final stage, it examined research hypotheses by using the structural equation model.
The findings found that woven fabric groups customers were mostly having the experience of purchase
product online. In addition, content marketing and online advertising were the key influencing factors towards
purchasing decision. For consumer attitudes toward online shopping, products can be purchased at anywhere
and anytime. As a result of application of digital marketing, the research found that Facebook Fan Page
application was the most wanted channel for woven fabric groups. The results of hypotheses testing
found that the digital marketing of woven fabric groups had significantly increased on business outcomes.
In addition, the digital marketing had also significantly increased on users’ experiences. Lastly, good users’
experiences had significantly increased on business outcomes. As a result, digital marketing had both direct
effects and indirect effects on business outcomes. The users’ experiences had a partial mediation in the
relationship between digital marketing and business outcomes.
The results of the study can be applied for developing digital marketing to enhance business
outcomes of woven fabric entrepreneurs in Uttaradit province. Moreover, it will be the model of woven
fabric entrepreneurial business for other provinces, where are interested in developing digital marketing
effectiveness.
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