Digital Marketing Strategies and Competencies of Accountants for Operational Success of Phuket Accounting Offices
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Abstract
The objectives of this research were 1) to study the digital marketing strategies that affect the success of accounting offices' operations, and 2) the desired competencies of accountants in the digital era affecting the success of accounting offices' operations in Phuket. The sample was 162 entrepreneurs, managers or deputy managers of accounting offices in Phuket by simple random sampling and the lottery, respectively. The questionnaire was the research instrument. The statistics for data analysis were frequency, percentage, mean, and standard deviation. For hypothesis testing, the researcher used multiple regression analysis.
The research results found that 1) Digital marketing strategies that affect the success of accounting offices’ operations found that the independent variables of digital marketing strategies consisted of (1) website, (2) search engine optimization (SEO), (3) social media marketing, (4)
e-mail, and (5) content marketing, respectively. 2) Competencies of accountants in the digital era that affect the accounting offices’ operations in Phuket found that the independent variables of accountants’ competencies in the digital era consisted of (1) preparation and presentation of accounting information, (2) accounting knowledge and skills, (3) financial planning and control, (4) professional ethics, and (5) internal audit, respectively.
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