A Proposed Model of the Relationship Between Digital Marketing, Market Orientation, Digital Marketing Capability, Customer Relationship Management and Organizational Performance on the Small and Medium Enterprise (SME) Performance in Thailand

Abstract

This article aims for presents the literature review of Digital Marketing study to explain meanings, variables and relationship related to Digital Marketing. The conclusion from review show that variables use in various studies is Digital marketing, Market Orientation, Digital Marketing Capability, Customer Relationship Management, and Organizational Performance and proposes a theoretical model that investigates the direct effects of market orientation, digital marketing capability, and customer relationship management on digital marketing and organizational performance. The study is motivated by the growing importance of digital marketing in today's business environment and the need for a better understanding of how various factors contribute to its success.