Sustainable Micro, Small, and Medium Enterprises: A Developed Model of Entrepreneurial Marketing Behaviors for Thailand’s MSMEs

Liou-Yuan Li, Ahmad Mujafar Syah (), Muhammad Syukur, Rachatawan Limkanchanapa and Chamaiporn Srisurat
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Liou-Yuan Li: Department of International Business Administration, Rajamangala University of Technology Thanyaburi, Pathum Thani 12110, Thailand
Ahmad Mujafar Syah: Department of Tourism, Hospitality and Event Management, The University of Florida, Gainesville, FL 32607, USA
Muhammad Syukur: Department of Accounting, School of Management, Mae Fah Luang University, Chiang Rai 57100, Thailand
Rachatawan Limkanchanapa: Department of Event, Hotel, and Tourism Management, Naresuan University International College, Phitsanulok 65000, Thailand
Chamaiporn Srisurat: Department of Event, Hotel, and Tourism Management, Naresuan University International College, Phitsanulok 65000, Thailand

Sustainability, 2023, vol. 15, issue 17, 1-18

Abstract: The main objective of this study is to propose a developed model of entrepreneurial marketing behaviors for sustainable micro, small, and medium enterprises (MSMEs) in Thailand. This study aims to contribute to the existing literature on sustainable business practices and entrepreneurial marketing behaviors after a disaster by providing a framework that can be used for future research in this area, particularly after economic turbulence. The research method used in this study is quantitative. The study was conducted in Bangkok, Thailand. Primary data were collected from respondents via a questionnaire using a non-probability sampling approach (purposive sampling). A total of 511 out of 600 issued online and paper surveys were successfully returned, constituting an 85% response rate. The primary data were acquired from first-hand sources of Thai MSMEs’ business owners and managers. The hypothesis testing of this study proves that entrepreneurial marketing behaviors could influence business rebound during the COVID period. The study also concludes that business resilience practices mediate or carry the influence of entrepreneurial marketing behaviors on the business rebound.

Keywords: sustainable MSMEs; entrepreneurial marketing theory; entrepreneurial marketing behaviors; Thailand’s MSMEs (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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