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Exploring the digital marketing potential and needs for digital marketing capabilities of service sector MSMEs in Thailand

The research objectives are to assess the digital marketing capabilities of micro, small, and medium-sized enterprises (MSMEs) in Thailand’s service sector, as well as to develop persona profiles for each enterprise size. The survey of 400 digital marketing personnel was conducted alongside compreh...

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Principais autores: Nachayapat Cuijten, Sukontip Wongpun, Nathamon Buaprommee, Rungsan Suwannahong, Sureerut Inmor
Format: Artigo
Sprog:Inglês
Udgivet: Vilnius Gediminas Technical University 2024-10-01
Serier:Journal of Business Economics and Management
Fag:
micro small and medium enterprises
potential
digital marketing
capabilities
digital society
digital Thailand
Online adgang:https://btp.vgtu.lt/index.php/JBEM/article/view/22470
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