06 Types of digital marketing tactics affecting expected benefits: A case study of B2C businesses in bangkok.

Abstract

The objective of this survey research was to understand the influence of digital
marketing types in relation to expected benefits of B2C Businesses. The hypotheses were
based on the different digital marketing tactics affecting different expected benefits of B2C
entrepreneurs. Participants in this study were 30 individuals, running B2C Businesses in
Bangkok, Thailand. Sampling technique used to select samples in this study was convenience
sampling. The researcher was approached to gather the completed questionnaire from
entrepreneurs. The statistics used were frequency, percentage, mean, standard deviation
The findings found that the higher use intensity of website marketing leads to more
corporate image development, but not to brand awareness creation. Moreover, they found
that the higher use intensity of website marketing leads to more brand awareness creation
and more corporate image development as well, but lower extent to corporate Image
Development. As a result, these results provide support to previous literature regarding the
main digital marketing technique most of the B2C businesses use to create brand awareness
is social media marketing. These results also sustain earlier literature that social media
marketing can improve brand awareness and corporate image.