Developing proactive marketing strategies and public relations to increase the capacity of community enterprise entrepreneurs with the new post-traditional cultural capital of Samut Songkhram Province

Abstract

The current research objective was to developing proactive marketing strategies (PMS) and public relations (PR) to increase the marketing effectiveness (ME) of community enterprise entrepreneurs with the new post-traditional cultural capital (CC) of Samut Songkhram Province, Thailand. The quantitative research approach was applied to get objective and used cross sectional research. The data was collected from 295 through the self-administered questionnaire by using a purposive non probability sampling technique. The PLS-SEM results had shown that proactive marketing strategies (PMS) have positive and significant relationship with marketing effectiveness. In addition, public relations (PR) have also positive and significant relationship with the ME. On the other hand, the indirect effect had also shown that cultural capital (CC) significantly and positively moderates on the relationship of PMS and ME. In the same vein, the CC also moderates among the relationship of PR and ME. These findings had shown that CC is important moderating variable that is considered to be major contribution of the research. These findings added a body of theoretical and practical implications that could add a body of knowledge which could become a new research area in future.