Influence of Digital Content Marketing and Characteristics of Entrepreneurs on the Marketing Success of Small and Medium Enterprises in the Lower Northern Region 1

Abstract

          This study aimed to: 1) investigate the influence of digital content marketing on the marketing success of small and medium-sized enterprises (SMEs); and 2) examine the influence of entrepreneurial characteristics on the marketing success of SMEs. This quantitative study involved 399 SME entrepreneurs in the Lower Northern Region 1 of Thailand. A questionnaire was used as the research instrument for data collection. The data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis.

           The findings revealed that: (1) three dimensions of the digital content marketing namely, identity, value, and emotion significantly influenced the marketing success of SMEs in Lower Northern Region 1. Collectively, these variables explained 37.4% of the variance in marketing success. The findings also revealed that (2) four entrepreneurial characteristics namely, competitiveness, risk-taking, innovativeness, and proactiveness significantly influenced marketing success. These variables collectively explained 23.8% of the variance in marketing success.