Digital Marketing Strategies for Dietary Supplements for Spornosexual Group in Bangkok

Abstract

This research article presents the study of digital marketing strategies for dietary supplements for spornosexual group in Bangkok with the objectives 1) to study the attitudes and consumer behavior on dietary supplements of spornosexuals in Bangkok, 2) to analyze the current situations, opportunities and threats of the dietary supplement businesses for spornosexual group in Bangkok, and 3) to provide digital marketing strategies for dietary supplements for spornosexual group in Bangkok. The increasing number of consumers in Thailand are currently focusing on their health, resulting in the rapid growth of dietary supplement business in the recent years. the spornosexual group, which represents a group of men who take a good care of their facial, skin care and health, is considered as the target group of dietary supplement business. The researcher therefore conducted in-depth interviews with a sample of the spornosexual group in Bangkok, totaling 15 people. The results showed that they took care of their health and were interested in purchasing dietary supplements. Quality of the products were considered as significant factor, rather than the price, affecting their purchase decision. They purchased the products via both online and offline channels, and also got to know the brands of dietary supplements from different sources. Based on the internal and external environment analysis, digital marketing strategies will benefit the dietary supplement businesses significantly. Digital marketing strategies should include influencer marketing, online ads in social media platforms, the product offerings through various online marketplaces, public relations to boost customer awareness on selling channels of verified authentic products, as well as promoting product quality as a unique selling point to customers in online platforms. The researcher suggests further studies to analyze the current situations, including business environment, opportunities and threats in operating dietary supplement business for spornosexual group in Thailand continuously.