Structural Equation Model of Factors Affecting Marketing Performance of Thai SME Entrepreneurs under the Trump Tariff Policy
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Abstract
The results revealed that Thai SME entrepreneurs perceived external pressures from tax policy, organizational strategic adaptation, marketing innovation, and marketing performance at a high level overall, reflecting a clear awareness of the pressures arising from U.S. tax policies and a proactive response through strategic adjustment and the development of marketing innovation. The structural hypothesis testing indicated that external pressures from tax policy, organizational strategic adaptation, and marketing innovation exerted significant positive effects on marketing performance. Moreover, external pressures from tax policy influenced marketing performance both directly and indirectly through organizational strategic adaptation and marketing innovation. These findings suggest that marketing innovation and strategic adaptation serve as key mechanisms enabling Thai SME entrepreneurs to maintain and enhance marketing performance effectively under international tax policy pressures.
Article history: Received 13 October 2025
Revised 25 February 2026
Accepted 27 February 2026
SIMILARITY INDEX = 11.03 %
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