Marketing Strategies with Government Support Affecting the Marketing Success of Small and Medium Enterprises in Thailand

Abstract

Small and medium-sized businesses play an important role in the economic development of countries around the world, including Thailand. This research aimed to study the direct effects of offline and online marketing strategies on the marketing success of Thai enterprises. It also examined the moderating effect of government support on the relationship between offline and online marketing strategies and Thai enterprises’ marketing success. A quality-validated questionnaire was used as the study tool, and data was obtained using a stratified random sampling method. The PLS-SEM method was used to statistically analyze the data of 236 Thai entrepreneurs. The findings revealed that offline and online marketing strategies had a significant positive impact on the marketing success of Thai enterprises. The study, however, revealed no evidence of a moderating effect of government support on the relationship between offline and online marketing strategies and Thai enterprises’ marketing success. The study recommends that Thai small and medium enterprises should concentrate on both offline and online marketing techniques, since this has a significant impact on their marketing success, and this concentration will eventually contribute to the enterprise's success.