| Title: | The Impact of Digital Marketing Capability on Export Performance: A Case Study of Yongliang Textile in Gaoyang County, China |
| Author: | Pang Tianze |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2569 (2026) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 19th National and International Academic Conference 2026 pp. 351-360 Conference Publication Year: 2569 (2026) View |
Abstract
With the rapid development of digital technologies, traditional manufacturing enterprises face both challenges and opportunities in digital transformation. For export-oriented textile enterprises, improving export performance through stronger digital marketing capability has become an important research issue. This study took Yongliang Textile in Gaoyang County, China as the research subgect. The objectives were: (1) to examine the impact of social media marketing capability on Yongliang Textile’s export performance; (2) to examine the impact of cross-border e-commerce operation capability on its export performance; and (3) to examine the impact of digital customer relationship management capability on export performance.
Grounded in the Resource-Based View and the Dynamic Capability Theory, digital marketing capability was divided into three dimensions, while export performance was treated as the dependent variable. A quantitative method was adopted and data were collected through a questionnaire survey. A total of 300 questionnaires were distributed and 200 valid responses were obtained. SPSS was used for descriptive statistics, reliability analysis, validity analysis, correlation analysis, and regression analysis.
The results show that all three capabilities have a significant positive effect on export performance. digital customer relationship management capability has the strongest effect, followed by cross-border e-commerce operation capability, while social media marketing capability has the weakest but still significant effect; together they explain 35.4% of the variance in export performance. This study enriches research on the relationship between digital marketing capability and export performance, and provides practical implications for traditional textile enterprises seeking to strengthen their international competitiveness during digital transformation.
Keywords: digital marketing capability, export performance, cross-border e-commerce, social media, customer relationship management