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How to cite this paper
APA: 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.
Chicago/Turabian: Kaopattanaskul, J., Wattanakomol, S & Silpcharu, T. 2025. "The guidelines for content creators creating a competitive advantage over online media industry." Decision Science Letters 14, no. 3 (2025): 817-826.
AMA: Kaopattanaskul, J., Wattanakomol, S & Silpcharu, T. The guidelines for content creators creating a competitive advantage over online media industry. Decision Science Letters. 2025;14(3):817-826.
References
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Alrajhi, A. S. (2025). The impact of marketing change capabilities on marketing strategic change. Decision Science Letters, 14, 393–400. https://doi.org/10.5267/j.dsl.2024.12.014
Amusa, N. I. L., Rammitlwa, T., & Twinomurinzi, H. (2024). The Future of Work: Evaluating Job Susceptibility in the Crea-tive Industries. Proceedings of the NEMISA Digi, 6, 117-133.
Babbie, R. E. (2015). The practice of social research (14th ed.). Wadsworth.
Bangkok Post. (2024). Content creator market set for growth. https://www.bangkokpost.com/business/general/2859841/content-creator-market-set-for-growth
Bibri, S. E. (2021). The underlying components of data-driven smart sustainable cities of the future: A case study approach to an applied theoretical framework. European Journal of Futures Research, 9, 13. https://doi.org/10.1186/s40309-021-00182-3
Borges, M., Bernardino, J., & Pedrosa, I. (2021). Data-driven decision making strategies applied to marketing. In 2021 16th Iberian Conference on Information Systems and Technologies (CISTI) (pp. 1–7). https://doi.org/10.23919/CISTI52073.2021.9476506
BrandAge Online. (2024). Updated advertising market figures for 2023 and projections for 2024. https://brandage.com/article/38194
Certo, S. C. (2003). Modern management (9th ed.). Prentice Hall.
Chaffey, D., & Ellis-Chadwick, F. (2020). Digital marketing: Strategy, implementation and practice. Pearson.
Department of Business Development. (2024). Corporate entity and financial statement data. Business Information Service Division.
Ghapar, M.A., Shamsudin, A., Ngah, N.E., & Adenan, N.D. (2023). Social media content creation: A study of SMEs in Malay-sia. International Journal of Academic Research in Business and Social Sciences, 13(4), 413–422. https://doi.org/10.6007/IJARBSS/v13-i4/16517
Gold, H. T., McDermott, C., Hoomans, T., & Wagner, T. H. (2022). Cost data in implementation science: categories and ap-proaches to costing. Implementation Science, 17(1), 11. https://doi.org/10.1186/s13012-021-01172-6
Greenberg, E., & Kates, A. (2014). Strategic digital marketing. McGraw-Hill.
Hong, S. (2024). Data-driven precision marketing strategy and its effect measurement. Transactions on Economics, Business and Management Research, 12, 59–64. https://doi.org/10.62051/d63mm017
Kim, W. C., & Mauborgne, R. (2015). Blue ocean strategy: How to create uncontested market space and make the competition irrelevant. Harvard Business Review Press.
Khotcharee, Q., & Chirapravati, V. (2013). Antecedents of online perceived risk and purchasing behavior of Generation X and Y consumers. Journal of Public Relations and Advertising, 6(2), 39–56.
Kolesnyk, B. (2022). Analysis of the effectiveness of methods to expand the audience of the brand in its own media. Three Seas Economic Journal, 3(1), 85–92. https://doi.org/10.30525/2661-5150/2022-1-11
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
Lányi, B., Hornyák, M., & Kruzslicz, F. (2021). The effect of online activity on SMEs’ competitiveness. Competitiveness Re-view, 31(3), 477–496. https://doi.org/10.1108/CR-01-2020-0022
Lizardo, J., Prabowo, H., Furinto, A., & Budiastuti, D. (2020). The Roles Of Creative Content And Business Strategy In Im-proving Business Performance. Psychology and Education, 57(9), 181-187. https://doi.org/10.17762/pae.v57i9.261
De Luca, L. M., Herhausen, D., Troilo, G., & Rossi, A. (2021). How and when do big data investments pay off? The role of marketing affordances and service innovation. Journal of the Academy of Marketing Science, 49(4), 790-810. https://doi.org/10.1007/s11747-020-00739-x
Marr, B. (2016). How big data is changing the way we live and work. John Wiley & Sons.
Nastiti, R., & Nugroho, E. S. (2020). The effect of flash sale and discount towards impulsive buying: Study on Shopee users. Journal Akuntansi, Manajemen dan Ekonomi, 22(4), 1–8. https://doi.org/10.32424/1.jame.2020.22.4.3092
Nielsen. (2024). Digital ad spend in Asia jumped 64% in 2022, as overall ad investment increased by 12%. https://www.nielsen.com/news-center/2023/digital-ad-spend-in-asia-jumped-64-in-2022-as-overall-ad-investment-increased-by-12/
Poecze, F. (2019). What you post is what you get: The mediator role of reached individuals in the causal relationship of posted content types and follower counts on Facebook. Naše Gospodarstvo/Our Economy, 65(4), 57–71. https://doi.org/10.2478/ngoe-2019-0020
Poopoolsup, K. (2020). Communication of television newscaster into being influencer and building popularity and credibility by social media [Master’s thesis, National Institute of Development Administration].
Porter, M. E. (1990). The competitive advantage of nations. Free Press.
Poungsuwan, C., Sukhawatthanakun, K., & Sanrach, R. (2024). Confirmatory factor analysis of the adaptation guidelines to technology disruption problems. International Journal of Business Continuity and Risk Management, 3(2), 139–158. https://doi.org/10.1504/IJBCRM.2024.139037
Provost, F., & Fawcett, T. (2013). Data science and its relationship to big data and data-driven decision making. Big Data, 1(1), 51–59. https://doi.org/10.1089/big.2013.1508
Pulizzi, J. (2020). Content Inc.: How entrepreneurs use content to build massive audiences and create radically successful businesses. McGraw-Hill.
Rodkasikum, S. (2015). Sustainable creation of content marketing for having a competitive advantage on social media [Mas-ter’s independent study, Thammasat University].
Robbins, S. P., & DeCenzo, D. A. (2004). Fundamentals of management: Essential concepts and applications (5th ed.). Pear-son Education.
Rosário, A. T., & Dias, J. C. (2023). How has data-driven marketing evolved: Challenges and opportunities with emerging technologies. International Journal of Information Management Data Insights, 3(2), 100203. https://doi.org/10.1016/j.jjimei.2023.100203
Shao, J., Feng, Y., & Liu, Z. (2024). The impact of big data-driven strategies on sustainable consumer behaviour in e-commerce: A green economy perspective. Sustainability, 16(24), 10960. https://doi.org/10.3390/su162410960
Shafaat, Z., & Tariq, J. (2024). Exploring effective use of social media marketing by fashion brands. Journal of Social and Organizational Matters, 3(4), 108–121. https://doi.org/10.56976/jsom.v3i4.124
Sherwin, B. (2024). The future of data-driven marketing decisions. https://advertisingweek.com/the-future-of-data-driven-marketing-decisions/
Silpcharu, T. (2024). Research and statistical analysis with SPSS and AMOS. Business Science Research Institute.
Sukhawatthanakun, K., & Supapon, S. (2024). Agile marketing competency and innovation capability mediating on new prod-uct management for industrial business development guidelines. International Journal of Product Lifecycle Management, 15(3), 259–283. https://doi.org/10.1504/IJPLM.2024.137308
The Standard Wealth. (2024). Advertising in 2024 to grow by 2.6% with digital media leading; television remains dominant; LGBTQIA+, AI, and Sports Mania seen as key emerging trends. https://thestandard.co/advertising-year-2024/
Wattanakomol, S. (2023). Business operation strategies in epidemics of emerging diseases. Kurdish Studies, 11(2), 2318–2330. https://doi.org/10.58262/ks.v11i02.165
We Are Social, & Meltwater. (2024). Digital 2024: Thailand. https://datareportal.com/reports/digital-2024-thailand?rq=Thailand
Ali, M., Hafasnuddin, & Muslim. (2021). The effect of Program Keluarga Harapan (PKH) effectiveness on welfare with productivity as a mediation and government policy as a moderation. International Journal of Scientific and Management Research, 4(2), 1–10.
Alrajhi, A. S. (2025). The impact of marketing change capabilities on marketing strategic change. Decision Science Letters, 14, 393–400. https://doi.org/10.5267/j.dsl.2024.12.014
Amusa, N. I. L., Rammitlwa, T., & Twinomurinzi, H. (2024). The Future of Work: Evaluating Job Susceptibility in the Crea-tive Industries. Proceedings of the NEMISA Digi, 6, 117-133.
Babbie, R. E. (2015). The practice of social research (14th ed.). Wadsworth.
Bangkok Post. (2024). Content creator market set for growth. https://www.bangkokpost.com/business/general/2859841/content-creator-market-set-for-growth
Bibri, S. E. (2021). The underlying components of data-driven smart sustainable cities of the future: A case study approach to an applied theoretical framework. European Journal of Futures Research, 9, 13. https://doi.org/10.1186/s40309-021-00182-3
Borges, M., Bernardino, J., & Pedrosa, I. (2021). Data-driven decision making strategies applied to marketing. In 2021 16th Iberian Conference on Information Systems and Technologies (CISTI) (pp. 1–7). https://doi.org/10.23919/CISTI52073.2021.9476506
BrandAge Online. (2024). Updated advertising market figures for 2023 and projections for 2024. https://brandage.com/article/38194
Certo, S. C. (2003). Modern management (9th ed.). Prentice Hall.
Chaffey, D., & Ellis-Chadwick, F. (2020). Digital marketing: Strategy, implementation and practice. Pearson.
Department of Business Development. (2024). Corporate entity and financial statement data. Business Information Service Division.
Ghapar, M.A., Shamsudin, A., Ngah, N.E., & Adenan, N.D. (2023). Social media content creation: A study of SMEs in Malay-sia. International Journal of Academic Research in Business and Social Sciences, 13(4), 413–422. https://doi.org/10.6007/IJARBSS/v13-i4/16517
Gold, H. T., McDermott, C., Hoomans, T., & Wagner, T. H. (2022). Cost data in implementation science: categories and ap-proaches to costing. Implementation Science, 17(1), 11. https://doi.org/10.1186/s13012-021-01172-6
Greenberg, E., & Kates, A. (2014). Strategic digital marketing. McGraw-Hill.
Hong, S. (2024). Data-driven precision marketing strategy and its effect measurement. Transactions on Economics, Business and Management Research, 12, 59–64. https://doi.org/10.62051/d63mm017
Kim, W. C., & Mauborgne, R. (2015). Blue ocean strategy: How to create uncontested market space and make the competition irrelevant. Harvard Business Review Press.
Khotcharee, Q., & Chirapravati, V. (2013). Antecedents of online perceived risk and purchasing behavior of Generation X and Y consumers. Journal of Public Relations and Advertising, 6(2), 39–56.
Kolesnyk, B. (2022). Analysis of the effectiveness of methods to expand the audience of the brand in its own media. Three Seas Economic Journal, 3(1), 85–92. https://doi.org/10.30525/2661-5150/2022-1-11
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
Lányi, B., Hornyák, M., & Kruzslicz, F. (2021). The effect of online activity on SMEs’ competitiveness. Competitiveness Re-view, 31(3), 477–496. https://doi.org/10.1108/CR-01-2020-0022
Lizardo, J., Prabowo, H., Furinto, A., & Budiastuti, D. (2020). The Roles Of Creative Content And Business Strategy In Im-proving Business Performance. Psychology and Education, 57(9), 181-187. https://doi.org/10.17762/pae.v57i9.261
De Luca, L. M., Herhausen, D., Troilo, G., & Rossi, A. (2021). How and when do big data investments pay off? The role of marketing affordances and service innovation. Journal of the Academy of Marketing Science, 49(4), 790-810. https://doi.org/10.1007/s11747-020-00739-x
Marr, B. (2016). How big data is changing the way we live and work. John Wiley & Sons.
Nastiti, R., & Nugroho, E. S. (2020). The effect of flash sale and discount towards impulsive buying: Study on Shopee users. Journal Akuntansi, Manajemen dan Ekonomi, 22(4), 1–8. https://doi.org/10.32424/1.jame.2020.22.4.3092
Nielsen. (2024). Digital ad spend in Asia jumped 64% in 2022, as overall ad investment increased by 12%. https://www.nielsen.com/news-center/2023/digital-ad-spend-in-asia-jumped-64-in-2022-as-overall-ad-investment-increased-by-12/
Poecze, F. (2019). What you post is what you get: The mediator role of reached individuals in the causal relationship of posted content types and follower counts on Facebook. Naše Gospodarstvo/Our Economy, 65(4), 57–71. https://doi.org/10.2478/ngoe-2019-0020
Poopoolsup, K. (2020). Communication of television newscaster into being influencer and building popularity and credibility by social media [Master’s thesis, National Institute of Development Administration].
Porter, M. E. (1990). The competitive advantage of nations. Free Press.
Poungsuwan, C., Sukhawatthanakun, K., & Sanrach, R. (2024). Confirmatory factor analysis of the adaptation guidelines to technology disruption problems. International Journal of Business Continuity and Risk Management, 3(2), 139–158. https://doi.org/10.1504/IJBCRM.2024.139037
Provost, F., & Fawcett, T. (2013). Data science and its relationship to big data and data-driven decision making. Big Data, 1(1), 51–59. https://doi.org/10.1089/big.2013.1508
Pulizzi, J. (2020). Content Inc.: How entrepreneurs use content to build massive audiences and create radically successful businesses. McGraw-Hill.
Rodkasikum, S. (2015). Sustainable creation of content marketing for having a competitive advantage on social media [Mas-ter’s independent study, Thammasat University].
Robbins, S. P., & DeCenzo, D. A. (2004). Fundamentals of management: Essential concepts and applications (5th ed.). Pear-son Education.
Rosário, A. T., & Dias, J. C. (2023). How has data-driven marketing evolved: Challenges and opportunities with emerging technologies. International Journal of Information Management Data Insights, 3(2), 100203. https://doi.org/10.1016/j.jjimei.2023.100203
Shao, J., Feng, Y., & Liu, Z. (2024). The impact of big data-driven strategies on sustainable consumer behaviour in e-commerce: A green economy perspective. Sustainability, 16(24), 10960. https://doi.org/10.3390/su162410960
Shafaat, Z., & Tariq, J. (2024). Exploring effective use of social media marketing by fashion brands. Journal of Social and Organizational Matters, 3(4), 108–121. https://doi.org/10.56976/jsom.v3i4.124
Sherwin, B. (2024). The future of data-driven marketing decisions. https://advertisingweek.com/the-future-of-data-driven-marketing-decisions/
Silpcharu, T. (2024). Research and statistical analysis with SPSS and AMOS. Business Science Research Institute.
Sukhawatthanakun, K., & Supapon, S. (2024). Agile marketing competency and innovation capability mediating on new prod-uct management for industrial business development guidelines. International Journal of Product Lifecycle Management, 15(3), 259–283. https://doi.org/10.1504/IJPLM.2024.137308
The Standard Wealth. (2024). Advertising in 2024 to grow by 2.6% with digital media leading; television remains dominant; LGBTQIA+, AI, and Sports Mania seen as key emerging trends. https://thestandard.co/advertising-year-2024/
Wattanakomol, S. (2023). Business operation strategies in epidemics of emerging diseases. Kurdish Studies, 11(2), 2318–2330. https://doi.org/10.58262/ks.v11i02.165
We Are Social, & Meltwater. (2024). Digital 2024: Thailand. https://datareportal.com/reports/digital-2024-thailand?rq=Thailand