Integrated Digital Marketing Strategies Influencing Consumer Purchase Decision Behavior in the Smart Society Era

Authors

  • Parinya Kowitwiwat Doctor of Business Admintration and Information Thecnology at Nakhonratchasima College
  • Onnitcha Thodsata Lecturer of Business Admintration and Information Thecnology at Nakhonratchasima College
  • Wisan Phuchong Doctor of Business Admintration and Information Thecnology at Nakhonratchasima College

Keywords:

Integrated Digital Marketing Strategies, Purchase Decision Behavior, Consumers in the Smart Society Era

Abstract

The objectives of this study were: (1) to investigate integrated digital marketing strategies and consumer purchase decision behavior in the smart society era, (2) to examine the multiple correlation coefficients between predictor and criterion variables, and (3) to develop a predictive equation for consumer purchase decision behavior in the smart society era. The sample group consisted of 400 consumers residing in Nakhon Ratchasima Province. Data were collected using a questionnaire with a reliability coefficient of 0.88. The data were analyzed using mean, standard deviation, correlation analysis, and stepwise multiple regression. The research findings revealed that: (1) The overall level of both integrated digital marketing strategies and consumer purchase decision behavior in the smart society era was high. Notably, social media, conversion rate optimization, and marketing automation were found to have the strongest influence on consumer behavior. (2) The relationship between integrated digital marketing strategies (X) and consumer purchase decision behavior (Y) showed that Inbound Marketing (X9) had a moderate positive correlation with purchase decisions. In contrast, Content Marketing (X4), Email Marketing (X5), and Marketing Automation (X6) exhibited statistically significant negative correlations. Additionally, significant positive correlations were observed among several digital marketing strategy variables—for example, between Inbound Marketing and Conversion Rate Optimization, and between Digital Advertising and Website Content Optimization. And (3) The integrated digital marketing strategies collectively explained 73.70% of the variance in consumer purchase decision behavior (R² = 0.737), indicating a high level of predictive capability.

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Published

2025-12-26

How to Cite

Kowitwiwat, . P. ., Thodsata, O., & Phuchong, W. (2025). Integrated Digital Marketing Strategies Influencing Consumer Purchase Decision Behavior in the Smart Society Era. Journal of Nakhonratchasima college (Humanities and Social Sciences), 19(3), 182–199. retrieved from https://so03.tci-thaijo.org/index.php/hsjournalnmc/article/view/289584

Issue

Vol. 19 No. 3 (2025): September - December

Section

Research Article

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