Mediating Effect of Digital Marketing Capability on Marketing Effectiveness of Community Enterprises in Nakhon Pathom Province, Thailand

Most community enterprises in Thailand are not successful because of limited marketing channels and technology. The purpose this paper is to examine the effect platform capability web on effectiveness with a consideration mediating digital Nakhon Pathom Province, Thailand. study uses multi-stage sampling method surveying 400 enterprise members Province. model applies combines concepts dynamic capability. Data analysis structural equation modelling LISREL program for path testing congruence causal relationship model. factors influencing significantly fits empirical data. fit statistics c2= 349.046, df = 245, p-value 0.158, c2/df 1.425, RMSEA 0.024, NFI 0.996, NNFI 0.998, CFI RMR SRMR GFI 0.933 AGFI 0.910. results show that full capabilities enterprises. Community need implement more online better performances. Moreover, serves as guideline developing level grassroots, which significant base local economic development Importantly, grassroots has been national agenda Thai government. Keywords: enterprise, effect, capability, effectiveness, marketing.