The effects of digital marketing and market orientation on innovation and firms' performance

Publication Date

January 2019

Document Type

Article

Publication Title

International Journal of Innovation, Creativity and Change

Volume

8

Issue

8

First Page

63

Last Page

81

Abstract

The role of digital marketing is crucial to the interactive consumer market, specifically to service-based businesses such as the hotel industry. Moreover, innovation has become crucial for service businesses in terms of creating value for customers. The purpose of this study is to investigate the digital marketing that may have an impact on market orientation, innovation and firms' performance. Subjects are key persons of the small hotels operated in Thailand. The questionnaire was designed from a review of the studies on service businesses. In addition, it includes information from discussion with an expert for designing specifically to the subjects - who are key personnel of the small hotels in Thailand. The Structural Equation Model was applied to clarify the empirical result from the conceptual model. The results indicate the significant effect of digital marketing on innovation and market orientation. Consequently, it has a direct effect on the performance of the small hotels. © 2019 Primrose Hall Publishing Group.

Keywords

Digital marketing, Innovation, Market orientation

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