THE INFLUENCE OF DIGITAL MARKETING CAPABILITIES ON THE FINANCIAL AND ACCOUNTING PERFORMANCE OF SMEs IN BANGKOK
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Abstract
This research has three main objectives: 1. To study the characteristics and components of digital marketing capabilities of SMEs in Bangkok, by exploring the perspectives and experiences of entrepreneurs regarding the application of digital technology in marketing activities. 2. To study the role and influence of digital marketing capabilities on the financial and accounting performance of SMEs in Bangkok, through the analysis of entrepreneurs' experiences and opinions in using digital marketing capabilities to improve business efficiency. 3. To propose guidelines for developing digital marketing capabilities to enhance the financial and accounting performance of SMEs in Bangkok, by synthesizing findings from in-depth interviews and feedback from key informants, to be used as a guideline for sustainable business development. In-depth interviews were conducted with 25 owners and managers of SMEs in Bangkok using a questionnaire developed from the RBV and Dynamic Capabilities framework, and data was analyzed using Braun & Clarke Thematic Analysis.
The research results show that:
- Digital marketing capabilities function as a strategic organizational resource that extends beyond marketing activities alone, enhancing financial performance through revenue growth, profitability, and marketing efficiency.
- At the same time, it improves accounting performance through higher quality financial data, more efficient budgeting, and better internal controls. And better management decision-making.
- These study results indicate that SMEs in Bangkok should consider digital marketing capabilities as an integrated organizational capability that supports long-term competitiveness and sustainable business performance, rather than viewing it merely as a promotional tool.
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References
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