Factors Affecting the Digital Marketing Success of Entrepreneurs with Certified Community Product Quality in Chiang Mai Province

Abstract

          This research article aims to study factors affecting the digital marketing success of entrepreneurs with certified community product quality in Chiang Mai Province. This research employs a quantitative research methodology. The sample group consists of 210 community enterprise entrepreneurs who received industrial standard certification from the Ministry of Industry in 2023. Use questionnaires as a data collection tool. Data analysis employed multiple regression analysis.

            The research findings reveal that government support has the greatest impact on the digital marketing success of entrepreneurs with certified community product quality, followed by digital marketing formats, marketing mix factors, and entrepreneurial potential, respectively. This research demonstrates that the digital marketing success of community product entrepreneurs results from the systematic integration of government support, digital marketing formats, marketing strategies, and entrepreneurial leadership. This can be used as a new conceptual framework for sustainable development of policies and practices in community-level digital marketing.