Online Marketing To Successful Strategy In Food Production Business Of Small And Medium Enterprises (Smes) In Northeastern Thailand

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Panawan chusripat , Peerawat Chailom

Abstract

This research paper aimed to study direct influence between online marketing strategies and business success. Questionnaires were used to collect data from 281 samples of Small and Medium Enterprises (SMEs) in the Northeastern Region of Thailand. Structural Equation Modeling techniques was employed for data analysis.


     The results were: 1) Online marketing strategy, customer communication channels have direct positive effects on the business success in terms of financial, customer, internal process, learning and development aspects;  2) product variety has a positive direct influence on business success in terms of financial, customer, internal, and learning and development aspects; 3) competitor’s recognition capability has a positive direct relationship with the business success in terms of financial and learning and development aspects, excluding customer and internal processes aspects; 4) immediate response to market has a positive and direct influence on business success in terms of customer, internal process and learning and development aspects; 5) privacy has a positive direct effect on the business success in financial, customers, internal process, and learning and development aspects; 6) personal service also has a positive direct relationship with the business success in terms of financial, customers, internal processes and learning and development aspects.

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