The role of leadership based on the ESG framework in influencing the performance efficiency of local employees: A case study of Mueang District, Maha Sarakham Province

Abstract

This research aims to 1) investigate the factors influencing the adoption of digital marketing strategies in community enterprises, 2) explore the relationship between digital marketing strategies and consumer satisfaction, and 3) identify the challenges faced by community enterprises in implementing digital marketing. The study employs a mixed-methods approach, combining qualitative and quantitative research methods. The research instruments include questionnaires for quantitative data and semi-structured interviews for qualitative insights. The target group consists of 400 respondents, selected using Taro Yamane's formula at an error level of 0.05, and a random sampling method was employed. The quantitative data were analyzed using descriptive statistics, including percentages, means, and standard deviations. Furthermore, inferential statistics, such as the t-test and F-test, were used to test hypotheses regarding the relationships between digital marketing strategies and consumer satisfaction. We applied content analysis to the qualitative data to interpret the responses from interviews with community enterprise leaders and digital marketing experts. The results of the research found that digital marketing strategies have a significant positive effect on consumer satisfaction in community enterprises, particularly in enhancing product visibility and engagement. Community enterprises face challenges in adopting digital marketing due to limited knowledge and resources, which hinders their full utilization of digital tools. The key factors influencing the successful implementation of digital marketing include leadership commitment, continuous learning, and the availability of technology support.