Factors affecting the performance of advertising media companies in Thailand

Abstract

The advertising media industry in Thailand plays a vital role in both economic growth and social development. Amid the rapid technological advancement and dynamic consumer behavior, advertising media companies — particularly small and medium - sized enterprises (SMEs) — face increasing pressure to remain competitive. This study aims to develop a conceptual framework for analyzing factors affecting the business performance of advertising media companies in Thailand using Structural Equation Modeling (SEM). By systematically reviewing and synthesizing academic literature, the study identifies six key constructs: organizational reputation, innovative management, organizational agility, organization resilience, and business performance. The findings suggest that these factors are interrelated through direct and indirect causal relationships. Organizational reputation and innovative management serve as foundational elements that enhance agility and resilience, which in turn directly influence business performance. The proposed framework provides a theoretical basis for future empirical research and offers practical insights for industry practitioners and policymakers seeking to enhance the sustainability and competitiveness of Thailand’s advertising media sector.