Strengthening Financial Literacy and Investment Decision-Making through Digital Marketing Capability for Community Empowerment in Thailand

Abstract

This study aims to strengthen financial literacy and investment decision-making through digital marketing capability for community empowerment at Masjid Prasert Islam in Thailand. The program was conducted using a participatory approach through training and mentoring activities involving mosque administrators and the surrounding community. The intervention focused on enhancing participants’ understanding of financial management, improving their ability to make rational investment decisions, and developing digital marketing skills to support community-based economic activities such as UMKM bazaars. The effectiveness of the program was evaluated using a pre-test and post-test approach, which indicated a significant improvement in participants’ knowledge and practical skills. Participants demonstrated better financial planning, increased awareness of productive investment, and the ability to utilize digital platforms for marketing purposes. The findings highlight that integrating financial literacy, investment awareness, and digital marketing capability can create a synergistic effect in strengthening community economic resilience. This program also reinforces the strategic role of mosques as centers for socio-economic empowerment beyond their religious functions. Therefore, this model can be considered as a replicable approach for community empowerment in similar contexts, particularly within Muslim minority communities in Thailand and other Southeast Asian regions.