Resumen de Does the e-marketing determine the sustainable performance of firm’s Sportswear industry in Thailand

Sudawan Somjai, Sumalee Srisuponvanit, Kittisak Jermsittiparsert

• The main objective of the study is to explore the e-marketing as a determinant of the sustainable performance of firm’s Sportswear industry in Thailand. The present study is unique because of its focus on the e marketing in general and its impact on the sustainable organizational performance. Empirical evidence has been provided by this study for the hypothesized theoretical associations in accordance with the research framework. The study has surveyed the sportswear manufacturing firms. The final sample is 238 and response rate is 43 percent. The SEMPLS is used to analyse the data. The findings of the study have provided support to the hypothesized results. Several important implications can be made by this research. The research has identified several relations with regard to the literature on sustainability. The study has tested the direct and indirect relations among the variables, which were identified by the literature. The understanding of managers for achieving sustainable business performance through use of e marketing practices can be enhanced by the suggested model. Moreover, the e marketing process improves when it involves the technological aspects. From practical aspects, the study motivates the shareholders, top management, government, marketing department, policy makers, and practitioners to improve the sustainability of business.