Most community enterprises in Thailand are not successful because of limited marketing channels and technology. The purpose of this paper is to examine the effect of platform capability and web capability on marketing effectiveness with a consideration of the mediating effect of digital marketing capability to community enterprises in Nakhon Pathom Province, Thailand. The study uses a multi-stage sampling method surveying 400 community enterprise members in Nakhon Pathom Province. The model applies and combines the concepts of dynamic capability. Data analysis uses structural equation modelling and the LISREL program for path analysis and testing the congruence of the causal relationship model. The causal model of factors influencing marketing effectiveness significantly fits the empirical data. The fit statistics are c2= 349.046, df = 245, p-value = 0.158, c2/df = 1.425, RMSEA = 0.024, NFI = 0.996, NNFI = 0.998, CFI = 0.996, RMR = 0.024, SRMR = 0.024, GFI = 0.933 and AGFI = 0.910. The results show that digital marketing is a full mediating effect of platform and web capabilities on marketing effectiveness of community enterprises. Community enterprises need to implement more online marketing channels for better performances. Moreover, the study serves as a guideline for developing community enterprises and the capability level of grassroots, which are a significant base of local economic development of Thailand. Importantly, grassroots development has been a national agenda of the Thai government. Keywords: Community enterprise, mediating effect, dynamic capability, marketing effectiveness, digital marketing.
Purpose: The study aimed to identify the cultural identity of the Mien ethnic group and their adaptation to dominant society. Theoretical Framework: The study was conducted physically at Mae Yao District of Chiang Rai Province, located in the northern part of Thailand. Methodology: The qualitative study employed Esser model of social integration. Primary data was collected from focus groups, in-depth interviews, on-site observations, and secondary data from related documents and research work. Findings: As part of Thailand's rural population, hill tribes were considered as vulnerable group of society, who mainly depends on slash and burn subsistence farming lifestyle with low-income employment, socially distanced, low education, and poverty. Through the Royal Project of King Rama IX initiatives, issues concerning hill tribe livelihood, including quality of life and cultural preservation have been addressed. Research, Practical & Social Implications: Socio-economic status and socio-cultural mingling in dominant society for their livelihood are the most significant factors that consequently impact upon their thinking patterns of the individuals and community. Although technology such as mobile phones and the Internet has played an explicit role in the community today, preserving the traditional way of life without oblivion still exists. Digital culture therefore becomes an essential aspect of the community's way of life with the influence of digital media. Originality: This study provides important impacts to a better identification of the Mien ethnic group cultural and their adaptation to dominant society.
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