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Digital Marketing on
Innovation Performance: The Mediating Role of Organizational Ambidexterity in
Thailand’s Startup Ecosystem |
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Received: Revised: Accepted: |
Dr.Pongnarin Pitjatturat Dr.Chatchai Inthasang Assistant professor of
Marketing Program, Faculty Business
Administration, Rajamangala University of Technology Isan Dr.Niramarn Ngammoh Lecturer of Management
Program, Faculty of Management
Technology, Rajamangala University of Technology Isan Surin Campus (Corresponding Author) |
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Keywords: |
ABSTRACT This study aimed to
empirically examine the structural equation model of the influence of digital
marketing on organizational ambidexterity and innovation performance of
Thailand startup ecosystems. The
study investigated the mediating role of organizational ambidexterity in the
relationship between digital marketing and innovation. A survey was
administered to a sample of 242 Thai startup organizations, selected from a
population of 488. Structural equation modeling (SEM) was employed to analyze
the data. The findings revealed that digital marketing significantly and
positively influenced organizational ambidexterity. Organizational
ambidexterity was found to have a significant positive impact on innovation
performance. Furthermore, digital marketing indirectly influenced innovation
performance through the mediating role of organizational ambidexterity. The
findings of this research contribute to knowledge on digital marketing,
organizational ambidexterity, and innovation performance. In addition, this
article offers significant value to researchers, organizational leaders, and
entities involved in the startup ecosystem in Thailand. It serves as a guide
for developing advanced strategies in digital marketing and innovation
performance. |
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