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Patrick Leelayana

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Review Open access Oct 2026

Development and Initial Calibration of a Five-Dimensional Sustainability-Focused Digital Marketing Scale for Thai SMEs

Small and medium-sized enterprises (SMEs) increasingly combine digital customer engagement with sustainability practices, yet the literature reviewed for this study offered limited evidence of an integrated measure. This study initially calibrates a sustainability-focused extension of the 4E marketing mix, adding Envir...

Patrick Leelayana, S. Lekcharoen, Sumaman Pankham · 0 citations

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