Causal factors influencing digital marketing strategy of community enterprise

Abstract

This study aims to enhance the income and operational performance of community entrepreneurs in Nonthaburi Province by analyzing the factors influencing consumer behavior in online purchasing. The ultimate goal is to promote the sustainable development of local enterprises. A mixed-method approach was employed, collecting data from entrepreneurs using the Delphi sampling method. The data were analyzed through content and statistical analysis to identify key consumer behavior drivers. The results indicate a strong positive relationship between digital marketing strategies, customer satisfaction, customer experience, customer engagement, and online purchase intentions. Notably, customer experience and the effective utilization of digital marketing tools show the highest correlation with purchasing behavior. The study introduces the DIOS model—comprising Digital marketing tools, Information organization, Digital organization, and Social marketing strategies—as a comprehensive framework for improving the digital marketing capabilities of community entrepreneurs. This model enhances their competitiveness and long-term sustainability in the digital marketplace. In today’s digital business landscape, effective marketing strategies are crucial for engaging consumers. This research provides insights into how community entrepreneurs can leverage digital tools, techniques, and technologies to optimize their online presence and drive business growth in Nonthaburi Province, Thailand.