THE RELATIONSHIP MODEL OF CREATIVE ECONOMY CONCEPTS THAT AFFECT MARKETING SUCCESS
DOI:
https://doi.org/10.29121/granthaalayah.v11.i1.2023.4989Keywords:
Creative Economy Concept, Marketing Success, Competitive AdvantageAbstract [English]
The objectives of this research article are 1) to study the general characteristics of community enterprise entrepreneurs and 2) to analyze the influence between creative economy concepts on marketing success. This research is quantitative research. Data were collected from 310 community enterprise entrepreneurs in Bangkok and its vicinity. The research tools were questionnaires that tested the concordance values between 0.60-1.00. The statistics used in the research consisted of descriptive statistics, factor analysis and path analysis.
The results showed that most of the respondents were male, 178 people, representing 59 percent. The number of employees found that the largest number was between 21-40 with a total of 242 people. In the term of education, the result found that the large number of respondents graduate with bachelor's degree was 250 people, representing 83.3 percent. The result of age showed that the sample group was between 51-60 years old was the largest number of 240 people, representing 80 percent. And the results of influence path analysis revealed that creative economy concept variables to marketing success found that the coefficient was 0.579. For the marketing success to the competitive advantage had a path coefficient at 0.008 and the correlation path between marketing success to competitive advantage had a path coefficient of 0.0995.
Downloads
References
Chaipinchana, P. (2017). Competitive advantage strategy concerning to creative economy of ceramic products group in Chiang Mai Province. Journal of Community Development and Life Quality, 5(3), 526-534.
Chanaboon, S. (2017). Statistics and data analysis in preliminary research. Public health office Khon Kaen Province.
Community enterprise information system. (2022). Information on community enterprises in Thailand. https://smce.doae.go.th/ProductCategory/SmceCategory.php?region_id=andprovince_id=13andamphur_id=andkey_word=
Deloitte. (2021). The future of the creative economy. A report by Deloitte. https://www2.deloitte.com/content/dam/Deloitte/uk/Documents/technology-media-telecommunications/deloitte-uk-future-creative-economy-report-final.pdf
Distanont, A., and Khongmalai, O. (2020). The role of innovation in creating a competitive advantage. Kasetsart Journal of Social Sciences, 41, 15-21. https://fardapaper.ir/mohavaha/uploads/2020/01/Fardapaper-The-role-of-innovation-in-creating-a-competitive-advantage.pdf
Gunday, G., Ulusoy, G., Kilic, K., and Alpkan, L. (2011). Effect of innovation types on firm performance. International Journal of Production Economics, 133(2), 662-676. https://doi.org/10.1016/j.ijpe.2011.05.014 DOI: https://doi.org/10.1016/j.ijpe.2011.05.014
Hoyle, R. H., and Kenny, D. A. (1999). Statistical power and tests of mediation. In R. H. Hoyle (Ed.), Statistical strategies for small sample research. SAGE.
Jonpradit, S., Pongyeela, A. and Visalaporn, S. (2014). The influence of applying creative economy concept, factor driving creative economy and characteristics of entrepreneurs to marketing success of five stars one tambon one product (OTOP) in Thailand. Suthiparithat, 28(88), 171-195. https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/244787
Kline, R. B. (2011). Principles and practice of structural equation modeling 3rd. The Guilford Press. https://www.amazon.in/Principles-Practice-Structural-Equation-Methodology/dp/1606238760
Kongrit, k. (2020). Developing a knowledge-based economy to the creative economy. http://www.fpoJournal.com/creative-economy/
Muthén and Muthén. (2002). Beyond SEM: General Latent Variable Modeling, Behaviormetrika. 29, 81-117. https://doi.org/10.2333/bhmk.29.81 DOI: https://doi.org/10.2333/bhmk.29.81
Nuryakin et al. (2018). Mediating effect of value creation in the relationship between relational capabilities on business performance. Contaduría y Administración, 63(1), 1-21. https://doi.org/10.22201/fca.24488410e.2018.1178 DOI: https://doi.org/10.22201/fca.24488410e.2018.1178
Phuangprayong, K. (2018). Role of creative economy and innovative behavior for community enterprise development in Thailand. Journal of Development Studies, 1(1), 220-252.
Prasitrathasin, S. (2001). Research methods in social science. Bangkok: Fuengfah printing, 2001.
Shiu, E. (2010). Reliability, validity, generalizability and the use of multi-item scales. https://www.slideshare.net/DrAkterCMC/reliability-validity-generalizability-and-the-use-of-multiitem-scales
Suwannaphusit, N. (2021). The marketing strategy development: An application of technology, creative thinking, and innovation for Thailand 4.0 for community enterprises in Surin Province. NRRU Community Research Journal, 15(1), 94-108.
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Pattarapon Chummee
This work is licensed under a Creative Commons Attribution 4.0 International License.
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
