Digital Marketing Innovations: A Framework for Cultural Product Business Success and Sustainability
Keywords:
Marketing Innovation, Digital Marketing, Cultural Product Business, Marketing Success, Business SustainabilityAbstract
This study aimed to: (1) examine the role of digital marketing innovation in enhancing the marketing success of cultural product businesses in Thailand; (2) analyze the relationship between digital marketing innovation and the sustainability of cultural product businesses; and (3) develop a strategic conceptual framework to improve competitiveness and sustainability in this sector. The research employed a qualitative approach using semi-structured interviews with 15 cultural product entrepreneurs representing handicrafts, textiles, jewelry, performing arts, and local gastronomy. Data were analyzed through content analysis and inductive analysis, combined with triangulation for validation.
The findings revealed that five dimensions of digital marketing innovation (1) understanding digital consumers, (2) creating valuable content, (3) utilizing social media, (4) environmental scanning, and (5) performance measurement and strategic adjustment—play a critical role in enhancing both marketing success and business sustainability. These results align with the Diffusion of Innovation (DOI) theory, the Technology Acceptance Model (TAM), and the Dynamic Capabilities Theory (DCT), highlighting innovation adoption, perceived usefulness, and organizational adaptability. From a policy and practice perspective, the findings suggest that supporting cultural digital platforms, enhancing entrepreneurs’ digital marketing competencies, and fostering network linkages are essential for building a sustainable marketing ecosystem. The study provides strategic insights for entrepreneurs, government agencies, and stakeholders in strengthening cultural product businesses and fostering moral community sustainability in the long term.
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