Factors influencing technical competencies in digital marketing of MSMEs in wholesale and retail sectors: the mediating role of core competencies

Factors influencing technical competencies in digital marketing of MSMEs in wholesale and retail sectors: the mediating role of core competencies

While technology is essential for the survival of micro, small, and medium-sized businesses (MSMEs), their ability to use digital marketing effectively, especially in the wholesale and retail sectors, remains unclear. The study aims to investigate the current state of digital marketing capabilities...

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Bibliographic Details
Main Authors: Nathamon Buaprommee, Nachayapat Cuijten, Sureerut Inmor, Rungsan Suwannahong, Sukontip Wongpun
Format: Article
Language:English
Published: Vilnius Gediminas Technical University 2025-04-01
Series:Business: Theory and Practice
Subjects:
micro and small and medium enterprises
MSMEs
digital marketing capability
behavioral competencies
core competencies
technical competencies
Online Access:https://journals.vilniustech.lt/index.php/BTP/article/view/21233
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https://journals.vilniustech.lt/index.php/BTP/article/view/21233

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