E-MARKETING INTEGRATION STRATEGY ON MARKETING PROFITABILITY: EVIDENCE FROM E-COMMERCE BUSINESSES IN THAILAND

ABSTRACT An integrating of marketing strategy with Internet technology is important to enhance financial performance on E-Commerce entrepreneurial. This study purpose investigates the effects of E-Marketing integration strategy on best marketing practice, marketing effectiveness, marketing advantage, and marketing profitability. The result from survey of 191 E-Commerce firms in Thailand highlight that E-Word of mouth strategy is most positively significant to all marketing outcomes. Both digital content strategy and database marketing strategy is significantly positive to best marketing practices and marketing effectiveness. Although the technological munificence is a significant positive moderating effect on E-Word of mouth strategy, but digital content and database marketing strategy is negatively and insignificant. Furthermore, the findings identified that marketing learning to be inappropriate as moderator between marketing advantages and marketing profitability. The summary of this paper not only provides theoretical and managerial contributions but also suggestions and directions of the future research are elaborately. Keywords E-Marketing Integration, E-Word of Mouth (EWOM) Strategy, Digital Content Strategy, Database Marketing Strategy, Best Marketing Practice, Marketing Effectiveness, Marketing Advantage, Marketing Learning, Marketing Profitability, Technology Munificence