The Impact of Technological Interactions on Entrepreneurial Marketing Initiatives in Thailand Service Industry

Abstract

The objective of this study is to measure technological effects on entrepreneur marketing initiatives during covid-19 in Thailand. The report used a group of 210 people from Thailand's service industry. The questionnaires were sent through e-mails to 300 respondents and 210 valid questionnaires were further analyzed using Smart PLS (SEM) 3.3. The findings revealed that entrepreneurial attitude, opportunity recognition, and opportunity exploitation have positive and meaningful association with entrepreneurial marketing initiatives. Moreover, the entrepreneurial passion mediates between entrepreneurial attitude and entrepreneur marketing initiatives, opportunity recognition and entrepreneur marketing initiatives. The entrepreneurial passion found to be insignificant among opportunity exploitation and entrepreneur marketing initiatives. The findings provide comprehensive understanding of technological role in small businesses.