Sananwatananont, W., Techakana, J., & Silpcharu, T.
One of the national strategies of Thailand 4.0 is The Digital Economy project. The Ministry of Digital Economy and Society (2016) predicts that by 2026, Thailand will be able to drive digital media innovation with full efficiency and compete on a global scale. This research aims to study the model of Approaches of Using Digital Media Technology to Build Competitive Advantage for Business sector. Qualitative and quantitative research was conducted in this study. Quantitative data were surveyed using questionnaires from 500 enterprises involved in digital media technology uses. The results show that Approaches of Using Digital Media Technology to Build Competitive Advantage for Business encompasses four elements consisted of: 1. Environmental Force (X Ì = 4.39) the most important sub-item is keeping up with the new arrivals of digital technology such as artificial intelligence, podcast etc. ( X Ì = 4.70) 2. Digital Media Uses (X Ì = 4.38) the most important sub-item is setting goals for the use of digital media in each project or using an appropriate platform (X Ì = 4.77) 3. Digital Data Uses (X Ì = 4.35) the most important sub-item is using the data to analyze the root cause of problems and predict future behaviors and come up with countermeasures (X Ì = 4.71) 4. Digital Organization Readiness (X Ì = 4.26) the most important sub-item which have the same mean (X Ì = 4.61) are defining an organization's workflow system to facilitate digitalization, the establishment of a department solely responsible for digital media technology. The hypothesis testing shows that Approaches of Using Digital Media Technology to Build Competitive Advantage for Business sector, classified by business size, differed statistically at 0.05 levels. The analysis of the structural equation model also shows that passed the evaluation criteria had the Goodness of Fit Index with the empirical data and the chi-square probability was 0.173, the Comparative Fit Index was 1.055, Index of Item Objective Congruence was 0.935, and the Standard Root Mean Square Residual of the estimation error was 0.010.