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Growing Science » Decision Science Letters » The guidelines for content creators creating a competitive advantage over online media industry

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Decision Science Letters

ISSN 1929-5812 (Online) - ISSN 1929-5804 (Print)
Quarterly Publication
Volume 14 Issue 3 pp. 817-826 , 2025

The guidelines for content creators creating a competitive advantage over online media industry Pages 817-826 Right click to download the paper Download PDF

Authors: Jakkrin Kaopattanaskul, Sunee Wattanakomol, Thanin Silpcharu

DOI: 10.5267/j.dsl.2025.6.999

Keywords: Content creators, Competitive advantage, Online media industry, Cost effectiveness, Data-driven, Differentiated creation, Agile marketing

Abstract: This study aimed to develop strategic guidelines for content creators to achieve a competitive advantage in the online media industry by constructing a structural equation model (SEM). A mixed-methods approach was used, combining qualitative interviews with nine industry experts, a focus group with eleven specialists, and a quantitative survey of 500 executives from industrial businesses. Data were analyzed using descriptive statistics, inferential tests, and multivariate techniques. The analysis identified four key strategic components: (1) cost effectiveness, (2) data-driven, (3) differentiated creation, and (4) agile marketing. Cost effectiveness emerged as the most critical factor. Hypothesis testing indicated that business duration significantly influenced the prioritization of these components (p < 0.05). The refined SEM demonstrated strong model fit, with CMIN–p = 0.062, CMIN/DF = 1.142, GFI = 0.955, and RMSEA = 0.0173. The findings confirm the model’s applicability in supporting strategic planning and enhancing competitiveness among online content creator businesses.

How to cite this paper
Kaopattanaskul, J., Wattanakomol, S & Silpcharu, T. (2025). The guidelines for content creators creating a competitive advantage over online media industry.Decision Science Letters , 14(3), 817-826.

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Journal: Decision Science Letters | Year: 2025 | Volume: 14 | Issue: 3 | Views: 563 | Reviews: 0

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