Digital Marketing Communication of Small and Medium-sized Enterprise Entrepreneurs in Film Event Organizing Businesses in Thailand

Abstract

This research aimed to: (1) examine the current situation of digital marketing communication among small and medium-sized enterprises (SMEs) engaged in film event organization in Thailand; (2) investigate the components of digital marketing communication; and (3) propose effective digital marketing communication guidelines for such business operators.The study employed a mixed-methods research approach. Quantitative data were collected from 400 people residing in Bangkok, while qualitative data were obtained through in-depth interviews with 17 key informants who possessed knowledge and experience in digital marketing communication for film event organization businesses in Thailand. The research instruments consisted of a questionnaire and an in-depth interview guide. Quantitative data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Qualitative data were analyzed using content analysis.

The findings revealed that SMEs in the film event management industry have increasingly shifted toward fully integrated digital marketing communication by adopting online platforms, streaming services, and social media platforms, particularly Facebook, Instagram, TikTok, and YouTube. These platforms were used in conjunction with trailer releases, special events, influencer marketing, reviews, and electronic word-of-mouth to generate awareness, engagement, and targeted reach. Generation Y and Generation Z constituted the primary target groups, with an increasing emphasis on creating shared experiences through digital channels. Six key components of digital marketing communication were identified: (1) content communication ( = 4.47), (2) platform communication ( = 4.45), (3) behavioral intention (x̄ = 4.43), (4) public relations ( = 4.35), (5) perceived communication quality ( = 4.32), and (6) personal characteristics ( = 4.29). The proposed guidelines emphasize storytelling-based content, appropriate platform selection, behavioral engagement strategies, digital public relations, clear and persuasive information, and demographic and generational segmentation. The findings provide a strategic framework for enhancing the effectiveness of digital marketing communication among SMEs in Thailand’s film event management industry and for aligning marketing practices with contemporary consumer behavior in the digital era.