THE EFFECTS OF USING ENGLISH LANGUAGE APPLICATIONS IN DIFFERENT BUSINESS

Abstract

Technology and digitalization is viewed as an integral part of the today’s business world which has revolutionized the business operations. Digitalization has also affected marketing plans usage of social media and different business application is rapidly increasing to connect customers and business organizations. The growing number of foreigners in Thailand which has given rise to use of English language. This study is purposed to examine that how marketing performance of business are affected by different applications characteristic and contacts. The moderation effect of use of English language is also checked in this study. The relationship between these variables is analyzed by gathering responses from 372 foreigner’s through online survey.  The structural equation modeling tool was selected to evaluate hypothetical relationship between these constructs. The results found that effective application characteristics and content of these applications enhance business marketing performance and confirmed significance relationship between direct relationship and raveled insignificant indirect relationship of use of English language between applications characteristics and marketing performance. This paper provides useful implications for both literature and practice. It offers informative insights to researchers to expand research work. This study can be utilized by marketers to develop effective marketing plans implementing English language applications.