Causal Relationship Model of Marketing Innovation and Competitiveness of SMEs with Digital Technologies in Thailand

In order to better understand the market orientation, digital marketing strategies, competitiveness, marketing innovative behaviour, and digital marketing effectiveness of SMEs, this study examined the causal relationship model of marketing innovation and competitiveness of SMEs with digital technologies in Thailand. A survey was used to perform the study. Purposive sampling was used to gather a total of 361 samples. Market orientation, marketing strategy, and competitiveness all accounted for 89% of the variation in marketing innovation behaviour and 18% of the variation in the effectiveness of digital marketing as a whole.