Mediating Effect of Digital Marketing Capability on Marketing Effectiveness of Community Enterprises in Nakhon Pathom Province, Thailand

Tongdhamachart, Niracharapa; Niyomsilpa, Sakkarin

doi:10.17576/jkmjc-2022-3801-11

Cited by 4 publications

(3 citation statements)

References 26 publications

(36 reference statements)

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“…Several researchers have proven that digital marketing capabilities can improve the performance of MSMEs (e.g., Chinakidzwa & Phiri, 2020;Apasrawirote et al, 2022;Tongdhamachart & Niyomsilpa, 2022;Martins, 2022;Tariq et al, 2022;Nuseir & Refae, 2022). However, the findings of this study are contradictory to the research conducted by Tolstoy et al (2022), Permana et al (2019), Murphy & Sashi (2018), and Day & Boisi (2011).…”

Section: Introductioncontrasting

confidence: 84%

Digital Marketing Capability and MSMEs Performance: Understanding the Moderating Role of Environmental Dynamism

Purwanti

Lailyningsih

Suyanto

2022

JMTT

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Objective: This study examines the influence of digital marketing capability on Micro, Small, and Medium Enterprises (MSMEs) performance. Environmental dynamism was the moderator in this relationship. Design/Methods/Approach: This study design was a quantitative approach. The research was conducted in Lamongan Regency. The research populations are managers or owners of MSMEs in the area. Using non-probability and purposive sampling techniques, this study reports the responses of 138 respondents from small and medium enterprises in Lamongan. Data were primarily gathered through self-reported online questionnaires. Partial Least Square (PLS) was then used to test the hypothesized relationships. Findings: The results show a positive effect of digital marketing capability on MSMEs performance and that environmental dynamism strengthens the relationship between digital marketing capability and MSMEs performance. Originality: Our study highlights the importance of focusing on digital marketing capability as a superior business strategy in responding to changes in consumer behavior. Empirical research on digital marketing capabilities in small-scale companies from the context of developing countries has not received serious attention (Chinakidzwa & Phiri, 2020b). To the best of our knowledge, this study is the first to link digital marketing capabilities to the MSMEs performance in Lamongan. Almost no previous research has examined environmental dynamism as a moderating role, especially in developing countries. Practical/Policy Implication: the owners or managers must focus on establishing and implementing the ability to apply digital marketing effectively. Digital marketing capability becomes one of the Company's strategic sources in creating competitive advantages, contributing to better business performance. An important practical implication of this research is that when MSMEs can adapt and transform digitally, they should concentrate on increasing digital marketing capability through activities such as providing product information on digital platforms, providing online services for customer needs, and building relations and communication with online consumers. Careful consideration of a firm's digital marketing capability is needed to improve business performance.

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Section: Introductioncontrasting

confidence: 84%

Digital Marketing Capability and MSMEs Performance: Understanding the Moderating Role of Environmental Dynamism

Purwanti

Lailyningsih

Suyanto

2022

JMTT

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“…To this end, our study concludes that engagement is an important factor when using media to further activate sponsorship activities during pandemic. Most essentially, the capability of an organisation is challenged to be dynamic in integrating and setting goals through changes; particularly in mastering the skills in exchanging information in digital platforms to different and diverse audiences (Narakorn, 2022;Schwartzman 2021;Tongdhamachart & Niyomsilpa, 2022).…”

Section: Discussionmentioning

confidence: 99%

The Role of Media in Sponsorship Decision Making During Covid-19: A Malaysian Perspective

Sharipudin¹,

Hassim²,

Ayub

et al. 2022

JKMJC

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COVID-19 has impacted not only human lives, but also business organisations. The repercussions of the pandemic on global businesses include sustaining the value of a firm that could benefit stakeholders, such as the challenge for sponsored properties to attain sponsorship through a period of financial struggles and the capacity of a sponsor to provide it. It is imperative for business-to-business (B2B) communities to evaluate criteria and risks of sponsorship to instil public trust and consequently result in value creation for firms. At the same time, the role of the media is pivotal to create visibility of this partnership and achieve set sponsorship aims. With that said, the objective of this study is to explore the role of sponsorship decision making by Malaysian organisations during the pandemic and how the media have strengthened relationship marketing between businesses and their stakeholders; by examining the determinant factors of using media as an activation in sponsorship and the criteria of using media in sponsorship. The qualitative study conducted interviews with 13 corporate communication and marketing managers in Malaysia that are involved directly with sponsorship activation. The findings highlight the sponsorship ecosystem through the Malaysian media and B2B perspectives that would guide practitioners in making strategic decisions on B2B sponsorship matters, particularly on the relational approaches and media engagement should be seen as part of good business conduct. Future recommendation of this research is to seek the perceptions of consumers on the congruence of relationship marketing through sponsor-sponsored properties collaboration in Malaysian media. Keywords: Media, marketing communication, sponsorship activation, business-to-business, Covid-19.

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“…This route calls for technological capabilities that can enable SME marketing and presence in the metaverse. The ability of SMEs to recognise opportunities (such as those presented by the metaverse economy and marketing), to build new competencies, to take advantage of opportunities and to enhance and transform resources within the business organisation to accommodate technology changes necessary for MVM is crucial (Tongdhamachart and Niyomsilpa, 2022;Linde et al, 2021). For instance, the research by Do et al (2022) confirms that SMEs' capacity to develop internal resources (MVM) as a result of their awareness of environmental dynamism (such as the metaverse) has a significant impact on business learning, business resilience/agility and innovation.…”

Section: Literature Review 21 Theoretical Backgroundmentioning

confidence: 99%

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Abrokwah-Larbi

2024

JCMARS

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PurposeThis study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).Design/methodology/approachA theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.FindingsThis research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.Originality/valueThis current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.

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Mediating Effect of Digital Marketing Capability on Marketing Effectiveness of Community Enterprises in Nakhon Pathom Province, Thailand

Cited by 4 publications

References 26 publications

Digital Marketing Capability and MSMEs Performance: Understanding the Moderating Role of Environmental Dynamism

Digital Marketing Capability and MSMEs Performance: Understanding the Moderating Role of Environmental Dynamism

The Role of Media in Sponsorship Decision Making During Covid-19: A Malaysian Perspective

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

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