The Impact of Digital Organization Culture on Business Success of Advertising Media Business in Thailand

Abstract

The purposes of the study were: 1) to study the digital organizational culture of the advertising media business in Thailand, 2) to study the success of the advertising media business in Thailand, 3) to examine the relationship between the digital organizational culture and the success of the advertising media business in Thailand, and 4) to examine the impact of digital organizational culture on the success of the advertising media business in Thailand. The samples were 375 top executives of the advertising media business registered in Thailand. The research instrument used for collecting data was a questionnaire. The statistics used in analyzing data consisted of percentage, mean, standard deviation, multiple correlation, and multiple regression. The results revealed that: 1) the samples had an overall opinion on the digital organizational culture at a high level ( =4.16) and also had a general view on the success of the advertising media business in Thailand at a high level ( =4.19). The analysis using multiple correlations found a statistically significant positive correlation at the 0.01 level and the correlation coefficient at 1.683 -0.818. The results found that there were three variables: digital competency, digital resources usage quality, and digital thinking focus, that there was a highly significant positive relationship at the level of 0.01.