The Role of Multicultural Communication Technology in Promoting International Marketing Strategies Affecting the Success Factors of SMEs in the Digital Age
Keywords:
Multicultural Communication, International Marketing, Success Factors, SMEs, Digital AgeAbstract
This study investigated the role of multicultural communication technology in fostering international marketing strategies that influenced the success factors of small and medium-sized enterprises (SMEs) in the digital era. A quantitative research design was employed, using a structured questionnaire as the primary data collection instrument. The sample comprised 485 Thai SME exporters across five product categories: processed food and beverages, herbal products and cosmetics, fashion apparel, household goods, and automotive parts. Respondents were selected through purposive, stratified, and quota sampling. Content validity was assessed by experts, and instrument reliability exceeded the threshold of .70 for all constructs. Data were analyzed using exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results demonstrated that international marketing strategies, intercultural communication competence, and cultural adaptation significantly influenced business success in the digital era at the statistical significance levels of .001 (***) and .01 (**), with international marketing strategies exerting the strongest effect. Moreover, digital communication competence significantly impacted both marketing strategy formulation and cultural adaptation at the statistical significance levels of .05 (*) and .001 (***). Multicultural communication technology indirectly influenced business success through cultural adaptation. These findings underscored the critical importance of integrating technology with intercultural communication capabilities to enhance the global competitiveness of Thai SMEs.
References
กรมส่งเสริมการค้าระหว่างประเทศ. (2566). รายงานส่งเสริมการส่งออก SMEs ไทย. กรุงเทพฯ: กระทรวงพาณิชย์.
สำนักงานส่งเสริมวิสาหกิจขนาดกลางและขนาดย่อม. (2566). รายงานสถานการณ์ MSME ปี 2566. กรุงเทพฯ: สำนักงานส่งเสริมวิสาหกิจขนาดกลางและขนาดย่อม (สสว.).
กรมส่งเสริมการค้าระหว่างประเทศ. (2566). รายงานแนวโน้มตลาดส่งออกของผู้ประกอบการ SME ไทย. กรุงเทพฯ:กระทรวงพาณิชย์.
ธนาคารพัฒนาวิสาหกิจขนาดกลางและขนาดย่อมแห่งประเทศไทย. (2565). SME Export Guidebook: คู่มือการส่งออกสำหรับผู้ประกอบการ SMEs. กรุงเทพฯ: ธนาคารพัฒนาวิสาหกิจขนาดกลางและขนาดย่อมแห่งประเทศไทย.
กระทรวงพาณิชย์. (2566). ยุทธศาสตร์การส่งออกของไทยในบริบทการค้าโลกยุคใหม่. กรุงเทพฯ: สำนักงานนโยบายและยุทธศาสตร์การค้า กระทรวงพาณิชย์.
ณัฐรฐนนท์ กานต์รวีกุลธนา. (2565). สถิติ...การวิจัยทางสังคมศาสตร์. กรุงเทพฯ: มหาวิทยาลัยสวนดุสิต.
ASEAN. (2022). SME policy index: ASEAN 2022. OECD Publishing. https://doi.org/10.1787/77f7904f-en
Cavusgil, S. T., Knight, G., Riesenberger, J. R., Rammal, H. G., & Rose, E. L. (2021). International business (3rd Asia–Pacific ed.). Westbury: Pearson.
Chen, C. L., Ng, W. K., & Huang, T. F. (2023). International Marketing Strategies of SMEs in the Digital Age: Entry Approaches and Challenges. International Journal of Engineering Technologies and Management Research, 10(12), 40-50. https://doi.org/10.29121/ijetmr.v10.i12.2023.1387
Cromhout, D., & Duffett, R. (2022). Exploring the impact of student developed marketing communication tools and resources on SMEs performance and satisfaction. Small Business International Review, 6(1), 1-15. https://doi.org/10.26784/sbir.v6i1.422
Evurulobi, C. I., Dagunduro, A. O., & Ajuwon, O. A. (2024). A review of multicultural communication dynamics in the US: Highlighting challenges and successful strategies in a diverse society. World Journal of Advanced Research and Reviews, 23(03), 2204–2219 https://doi.org/10.30574/ wjarr.2024.23.3.2850
Fraccastoro, S., Gabrielsson, M., & Pullins, E. B. (2021). The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs. International business review, 30(4), 101776. https://doi.org/10.1016/j.ibusrev.2020.101776
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th Ed.). Boston: Cengage Learning.
Hazzam, J., & Wilkins, S. (2022). International marketing capabilities development: The role of firm cultural intelligence and social media technologies. Journal of Marketing Theory and Practice, 30(3), 325-341. https://doi.org/10.1080/10696679.2021.1946409
Heang, R., & Chuong, K. (2025). Digital Media and Its Impact on Intercultural Communication of Cambodia with China and Japan. Open Access Library Journal, 12(4), 1-16. https://doi.org/10.4236/ oalib.1113322
Hu, L., Filipescu, D. A., & Pergelova, A. (2024). Understanding SMEs’ internationalization through digital platforms: the role of knowledge sharing and consumer education. International Marketing Review, 41(5), 1044-1073. https://doi.org/10.1108/IMR-09-2023-0252
Kline, R. B. (2015). Principles and practice of structural equation modeling (4th Ed.). New York: Guilford Press.
Kshetri, N. (2014). The emerging role of Big Data in key development issues: Opportunities, challenges, and concerns. Big Data & Society, 1(2), 2053951714564227. https://doi.org/10.1177/ 2053951714564227
Luo, Y., & Shenkar, O. (2020). Toward a perspective of cultural friction in international business. Journal of International Business Studies, 51(4), 525–537. https://doi.org/10.1057/s41267-019-00265-3
Meyer, K. E., Li, J., & Brouthers, K. D. (2023). International business in the digital age: Global strategies in a world of national institutions. Journal of International Business Studies, 54(4), 577-598. https://doi.org/10.1057/s41267-023-00618-x
OECD. (2021). The digital transformation of SMEs. Paris: OECD.
Ray, S. N. (2025). Cross-Cultural Impacts on the Success of Digital Marketing Campaigns in Global Markets. Abeokuta: Federal University of Agriculture
Sakariya, A. B. (2025). Cross-cultural marketing strategies for rubber products in emerging economies. International Journal of Unique and New Updates, 7(1), 1-15. https://ijunu. com/index.php/journal/article/view/64
Soomro, R. B., et al. (2024). The adoption of digital technologies by small and medium-sized enterprises for sustainability and value creation in Pakistan: The application of a two-staged hybrid SEM-ANN approach. Sustainability, 16(17), 7351-. https://doi.org/10.3390/ su16177351
Su’udiah, V. A. (2025). Navigating Cross-Cultural Business Strategies: The Impact of Globalization on International Market Entry in Emerging Economies. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 4053-4078. https://doi.org/10.31538/iijse.v8i2.6366
Yakubu, M., Adamu, A., & Umar, H. U. (2024). Effect of socio-cultural and technological factors on performance of small and medium scale enterprises (SMEs) in Nasarawa State, Nigeria. FULafia International Journal of Business and Allied Studies, 2(2), 168-189. https:// fijbas.org/ index.php/FIJBAS/article/view/82
Yashan, N. (2024). Effective Business Communication In The Digital Age: Strategies For Success. Educational Administration: Theory And Practice, 30(6), 2197-2204 https://doi.org/10.53555/kuey. v30i6.5681
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Suan Dusit Graduate School Academic Journal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
