Determinants of online marketing channel choice among small and micro community enterprises in Thailand

Authors : Narawut Rapankum, Thanada Konkan, Chanoknan Srilapat, Kumaree Khodmechai, Kanjanaporn Niljinda, Laddawan Lertjunthuk

Pages : 405-418

Doi:10.24181/tarekoder.1695218

View : 102 | Download : 177

Publication Date : 2025-12-19

Article Type : Research Paper

Abstract :Purpose: This study aimed to analyze the factors affecting the decision of small and micro community enterprises (SMCEs) in Sakon Nakhon Province, Thailand, to engage in online product marketing. Design/Methodology/Approach: A structured questionnaire was distributed to 360 SMCEs across 18 districts in 2024 to collect empirical data. The survey data were analyzed via 12 variables (gender, age, education, experience, marketing training, attitude, group size, product variety, product type, marketing budget, distance, and technology equipment) using descriptive statistics and binary logistic regression. Findings: Approximately 66% of the SMCEs marketed their products using online and offline channels, with the majority selecting social media platforms (Facebook and Line) as key channels and the minority using e-marketplaces (Shopee and Lazada). Group management experience, group leader attitude, product variety, product type, marketing budget, and distance from the shipping company proved to be the statistical factors influencing the decision to sell products online. Originality/Value: This study informs the development of targeted online marketing strategies that cater to diverse target groups’ product attributes and resources. Furthermore, the elicited outcomes can assist in formulating policies or establishing training that strengthens farmer groups’ potential to enhance their competitiveness in the agricultural market. Small-scale entrepreneurs can enhance their competitiveness in online markets with the strategic decision-making information derived from this study.
Keywords : Tarımsal işletme, tarımsal ürünler, e-pazaryerleri, çevrimiçi pazarlama, sosyal media

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