Marketing Strategies with Government Support Affecting the Marketing Success of Small and Medium Enterprises in Thailand

Phannapha Sorasit () and Cattaleeya Charpavang ()

Humanities and Social Sciences Letters, 2022, vol. 10, issue 4, 416-427

Abstract: Small and medium-sized businesses play an important role in the economic development of countries around the world, including Thailand. This research aimed to study the direct effects of offline and online marketing strategies on the marketing success of Thai enterprises. It also examined the moderating effect of government support on the relationship between offline and online marketing strategies and Thai enterprises’ marketing success. A quality-validated questionnaire was used as the study tool, and data was obtained using a stratified random sampling method. The PLS-SEM method was used to statistically analyze the data of 236 Thai entrepreneurs. The findings revealed that offline and online marketing strategies had a significant positive impact on the marketing success of Thai enterprises. The study, however, revealed no evidence of a moderating effect of government support on the relationship between offline and online marketing strategies and Thai enterprises’ marketing success. The study recommends that Thai small and medium enterprises should concentrate on both offline and online marketing techniques, since this has a significant impact on their marketing success, and this concentration will eventually contribute to the enterprise's success.

Keywords: Offline marketing; Online marketing; Government support; Marketing success; PLS-SEM; SMEs. (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://archive.conscientiabeam.com/index.php/73/article/view/3106/6899 (application/pdf)
https://archive.conscientiabeam.com/index.php/73/article/view/3106/6983 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pkp:hassle:v:10:y:2022:i:4:p:416-427:id:3106

Access Statistics for this article

More articles in Humanities and Social Sciences Letters from Conscientia Beam
Bibliographic data for series maintained by Dim Michael ().