The rise of social commerce : assessing the relationship between digital marketing toward consmuer products and buying decisions via information and communication technology in Thailand | |
| Author | Arsa Chaithep |
| Call Number | AIT Proj. no.SM-21-05 |
| Subject(s) | Internet marketing Management information systems Electronic commerce |
| Note | A project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | With the growth of technological platforms, consumers have more options than ever to decide how they will purchase their products. The goals of this study were to look into consumer purchasing behavior for general products via the internet and communication technology, and how digital marketing influences consumer purchasing decisions for general products via the internet and communication technology. The relevant literatures were about concepts and theories related digital marketing, digital marketing strategies such as website, content marketing, email marketing, search engine optimization (SEO), and social media marketing (SMM), and buying decision. After that, 5 hypotheses were defined about how each of digital marketing strategies related with consumer's buying decision toward general products. The data collection was collected by implementing questionnaire through google form. The result was analyzed through multiple regression analysis and correlation analysis method. The result shows that in consumer's buying decision, website, content marketing, and social media marketing (SMM) have positive relationship toward general products while email marketing and search engine optimization have negative relationship toward general products. |
| Year | 2021 |
| Type | Project |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Ransom, Lakeesha K.; |
| Examination Committee(s) | Vimolwan Yukongdi;Kritsadarat Wattanasuwan; |
| Scholarship Donor(s) | Royal Thai Government;Asian Institute of Technology Fellowship; |
| Degree | Project (M. BA.) - Asian Institute of Technology, 2021 |