TẠP CHÍ CÔNG THƯƠNG ĐIỆN TỬ - CƠ QUAN THÔNG TIN LÝ LUẬN CỦA BỘ CÔNG THƯƠNG
Tạp chí Công Thương - Các kết quả nghiên cứu
Quay về Tạp chí Công Thương
e-ISSN 3093-3994
ISSN 0866-7756
DOI: 10.62831
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Issue: Số 8 - Tháng 3- 2025 Kinh tế

Applying the 6C model to digital marketing implementation in small and medium-sized textile enterprises: A case study of DNF Group JSC

Published: July 25, 2026

Abstract

This study explores the relationship between the 6C model and the effectiveness of digital marketing implementation. It aims to assess the individual impact of each 6C factor - Company, Consumer, Context, Content, Community, and Control - on key digital marketing tools, and their overall contribution to digital marketing effectiveness. Structural Equation Modeling (SEM) is employed to test the proposed hypotheses. The results reveal that all six factors significantly influence various digital marketing tools, though their impacts vary in magnitude. Among them, Company and Control exhibit the strongest influence across most tools, while Community plays a pivotal role in Social Media Marketing. Regarding tool effectiveness, Paid Advertising demonstrates the highest influence on overall digital marketing performance (coefficient = 0.366), followed by E-commerce Websites and Search Engine Marketing/Optimization (SEM/SEO). Additionally, the study confirms the mediating role of digital marketing tools in the linkage between the 6C model and overall digital marketing success. These findings contribute to both theory and practice by offering strategic insights for businesses aiming to optimize their digital marketing approaches in an increasingly digitalized environment.
Keywords
6C model digital marketing email marketing e-commerce website SEM/SEO social media marketing paid advertising marketing effectiveness DNF

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