Digital Marketing Strategy of Online Entrepreneurs on Platforms in Thailand

Main Article Content

Piyapa Daengdet

Abstract

The objectives of this research were to study 1) lifestyle factors affecting digital marketing strategies of online operators on platforms in Thailand 2) media usage factors affecting marketing strategies. And 3) the factors affecting digital marketing strategies of online entrepreneurs on platforms in Thailand.This is a mixed research with the Explanatory Research method, collect data from a sample group of SMEs entrepreneurs according to the grouping of 400 entrepreneurs. The research tools were questionnaires and data analysis by descriptive statistics, obtained from quantitative analysis to be summarized as a statistical model and conducting research with in-depth interviews to confirm the results.


The results of the research revealed that; lifestyle, has a direct influence on digital marketing strategies. The lifestyle of today's consumers affects the choice of channels for purchasing goods and services. Information is examined. Always detail a product or service first, starting with interest. The need to search for information Comparisons are bought with interest. to give desire in desire and will decide to buy in the end. 2) Lifestyles have a direct influence on digital marketing strategies. 3) the use of media to directly influence digital marketing strategies which is a value that has a significant positive effect.

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How to Cite
Daengdet, P. (2022). Digital Marketing Strategy of Online Entrepreneurs on Platforms in Thailand. RPU Journal of Business Administration, 1(1), 61–70. Retrieved from https://so03.tci-thaijo.org/index.php/RPUBAJOURNAL/article/view/261832
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