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


  • Sudawan Somjai Suan Sunandha Rajabhat University, Thailand
  • Sumalee Srisuponvanit Suan Sunandha Rajabhat University, Thailand
  • Kittisak Jermsittiparsert Ton Duc Thang University, Viet Nam


E-marketing, Sportswear industry, Sustainability, Thailand


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.


Download data is not yet available.


Abu Bakar, A. R., & Ahmed, Z. U. (2015). Technology motivation in e-marketing adoption among Malaysian manufacturers. Journal of Transnational Management, 20(2), 126-152.

Alsaad, A., Mohamad, R., & Ismail, N. A. (2017). The moderating role of trust in business to business electronic commerce (B2B EC) adoption. Computers in Human Behavior, 68, 157-169.

Ataullah, M., Sajid, A., & Khan, M. (2014). Quality related issues and their effects on returns of Pakistan textile industry. Journal of Quality and Technology Managment, 10(I), 69-91.

Baumgartner, R. J., & Rauter, R. (2017). Strategic perspectives of corporate sustainability management to develop a sustainable organization. Journal of Cleaner Production, 140, 81-92.

Bi, R., Davison, R. M., & Smyrnios, K. X. (2017). E-business and fast growth SMEs. Small Business Economics, 48(3), 559-576.

Cameron, E., & Green, M. (2015). Making sense of change management: A complete guide to the models, tools and techniques of organizational change: Kogan Page Publishers.

Chen, Y. (2016). Industrial information integration—A literature review 2006–2015. Journal of Industrial Information Integration, 2, 30-64.

Damanpour, F., Sanchez, F., & Chiu, H. H. (2018). Internal and external sources and the adoption of innovations in organizations. British Journal of Management, 29(4), 712-730.

Davcik, N. S., & Sharma, P. (2016). Marketing resources, performance, and competitive advantage: A review and future research directions. Journal of Business Research, 69(12), 5547-5552.

Fitzgerald, B., & Stol, K.-J. (2017). Continuous software engineering: A roadmap and agenda. Journal of Systems and Software, 123, 176-189.

Georgios, T., & Theoharis, D. (2017). Application of modern administration and marketing functions in the dominant Greek companies in food and drink branch. Paper presented at the 5 th International Conference on Contemporary Marketing Issues ICCMI June 21-23, 2017 Thessaloniki, Greece.

Hair, Hult, G. T. M., Ringle, C. M., & Thiele, K. O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616-632.

Hair, Sarstedt, M., Hopkins, L., & Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research. European Business Review, 26(2), 106-121.

Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM): Sage publications.

Haseeb, M., Hussain, H., Slusarczyk, B., & Jermsittiparsert, K. (2019). Industry 4.0: A Solution towards Technology Challenges of Sustainable Business Performance. Social Sciences, 8(5), 184.

Hawary, S., & AlDafiri, M. (2017). Effect of the Components of Information Technology adoption on Employees Performance of Interior Ministry of Kuwait State. International Journal of Academic Mathematical, Engineering and Manage Sciences, 1(2), 77-88.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.

Hyung, L., & Dedahanov, A. (2014). Firm performance and entrepreneurial, market and technology orientations in korean technology intensive smes. Asian Social Science, 10(22), 37.

Iddris, F., & Ibrahim, M. (2015). Examining the relationships between e-Marketing adoption and Marketing Performance of Small and Medium Enterprises in Ghana. Journal of Marketing and Consumer Research, 10, 160-169.

Iqbal, M. S., Mahmood, B., & Akhtar, M. N. (2017). Economic Impact of Energy Crisis on the Textile Sector: A Case Study of Pakistan. J. Appl. Environ. Biol. Sci., 7, 39-46.

Jameel, A., & Ahmad, M. A.-A. (2018). Determine some factors that affect to adoption of e-commerce among small and medium enterprises in Erbil. Polytechnic Journal, 8(1).

Jermsittiparsert, K. & Srihirun, W. (2019). Role of Ethics in Supply Chain Management: Culture as Moderator. Humanities and Social Sciences Reviews, 7(3), 728-735.

Jermsittiparsert, K., Sutduean, J., & Sutduean, C. (2019). Sustainable Procurement & Sustainable Distribution Influence the Organizational Performance (Economic, Social and Environmental): Moderating Role of Governance and Collaboration at Thai Food Industry. International Journal of Supply Chain Management, 8(3), 83-94.

Kamali, M., & Hewage, K. (2017). Development of performance criteria for sustainability evaluation of modular versus conventional construction methods. Journal of Cleaner Production, 142, 3592-3606.

Kowo, S. A.; Adenuga, O. A. O.; Sabitu, O.O. 2019. The role of SMEs development on poverty alleviation in Nigeria, Insights into Regional Development 1(3): 214-226.

Lowry, P. B., & Wilson, D. (2016). Creating agile organizations through IT: The influence of internal IT service perceptions on IT service quality and IT agility. The Journal of Strategic Information Systems, 25(3), 211-226.

Najam, U., Awan, H., & Abbas, M. (2018). The interactive role of temporal team leadership in the telecom sector of Pakistan: Utilizing temporal diversity for sustainable knowledge sharing. Sustainability, 10(5), 1309.

Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty? European Journal of Marketing, 50(1/2), 2-28.

Pinho, S. R. (2015). Reaching customers for online services.

Rahayu, R., & Day, J. (2015). Determinant factors of e-commerce adoption by SMEs in developing country: evidence from Indonesia. Procedia-Social and Behavioral Sciences, 195, 142-150.

Sadeghi, M. T., Sobhani, F. M., & Ghatari, A. R. (2017). Representing a Model to Measure Absorbency of Information Technology in Small and Medium Sized Enterprises. Information Systems & Telecommunication, 242.

Sadeh, F., & Kacker, M. (2018). Quality signaling through ex-ante voluntary information disclosure in entrepreneurial networks: Evidence from franchising. Small Business Economics, 50(4), 729-748.

Sheikh, A. A., Shahzad, A., & Ishak, A. B. K. (2016). The mediating impact of e-marketing adoption on export performance of firms: A conceptual study. Journal of Technology and Operations Management, 11(1), 48-58.

Sheikh, A. A., Shahzad, A., & Ishaq, A. K. (2017). The growth of e-marketing in business-to-business industry and its effect on the performance of businesses in Pakistan: Marketing success. International and Multidisciplinary Journal of Social Sciences, 6(2), 178-214.

Sheikh, A. A., Shahzad, A., & ku Ishak, A. B. (2017). The role of e-marketing uses among TOE factors and textile sector performance in Pakistan: An empirical study. NUML International Journal of Business & Management, 12(2), 117-135.

Śmigielska, G. (2018). A business case for sustainable development. CES Working Papers, 10(1), 49-66.

Snyder, K., & Hilal, P. (2015). The changing face of B2B marketing. Think with Google. Think with Google.

Spreer, P., & Rauschnabel, P. A. (2016). Selling with technology: understanding the resistance to mobile sales assistant use in retailing. Journal of Personal Selling & Sales Management, 36(3), 240-263.

Sutduean, J., Joemsittiprasert, W., & Jermsittiparsert, K. (2019). Exploring the Nexus between Information Technology, Supply Chain and Organizational Performance: A Supply Chain Integration Approach. International Journal of Innovation, Creativity and Change, 5(2), 249-265.

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business horizons, 57(6), 703-708.

Ueasangkomsate, P. (2015). Adoption e-commerce for export market of small and medium enterprises in Thailand. Procedia-Social and Behavioral Sciences, 207, 111-120.

Vafaei, S. A., Azmoon, I., & Fekete-Farkas, M. (2019). The impact of perceived sustainable marketing policies on green customer satisfaction. Polish Journal of Management Studies, 19.

Wagdi, O., Hasaneen, A. 2019. Obstacles and success factors for entrepreneurship: a comparative analysis between Egypt and Nigeria. Entrepreneurship and Sustainability Issues, 7(2), 962-976.

Wong, J. K. W., & Zhou, J. (2015). Enhancing environmental sustainability over building life cycles through green BIM: A review. Automation in Construction, 57, 156-165.

Yawar, S. A., & Seuring, S. (2017). Management of social issues in supply chains: a literature review exploring social issues, actions and performance outcomes. Journal of Business Ethics, 141(3), 621-643.

Yigitcanlar, T., & Teriman, S. (2015). Rethinking sustainable urban development: towards an integrated planning and development process. International Journal of Environmental Science and Technology, 12(1), 341-352.


Statistics RUA



How to Cite

Somjai, S., Srisuponvanit, S., & Jermsittiparsert, K. (2019). Does the e-marketing determine the sustainable performance of firm’s Sportswear industry in Thailand. Journal of Human Sport and Exercise, 14(5proc), S2364-S2374. Retrieved from

Most read articles by the same author(s)