Mobile Marketing Strategy and Firm Performance: An Empirical Study of E-Commerce Business in Thailand

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Kriangsak Chanthinok


Incontestably, mobile marketing has come to a higher degree of popularity in the digital world. Currently, most businesses have been utilizing any smart device platforms for mobile marketing in their strategy. Yet, in this sense it still has to be explored concerning how mobile marketing strategy affects firm performance.  Therefore, this paper aims at investigating the relationship between dimension of mobile marketing strategy (MMS) and business outcomes. The questionnaires of 39 e-commerce firms in Thailand were collected. Regression analysis was employed to verify the hypotheses. The evidence highlights that technology integration management orientation has the strongest positive significance for all business outcomes. Both customer service effectiveness and marketing competitive advantage are significantly positive to firm performance. The finding not only provides contributions but also recommendation for future research.


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Chanthinok, K. (2018). Mobile Marketing Strategy and Firm Performance: An Empirical Study of E-Commerce Business in Thailand. Humanities and Social Sciences Journal of Graduate School, Pibulsongkram Rajabhat University, 13(1), 1-19. Retrieved from
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