Digital Content Marketing Strategy and Good Attitude toward the Brand: Evidence from Online Shopping in Four Northern Provinces of Thailand
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The objective of this study was to investigate the influence of digital content marketing strategy on a positive attitude toward the brand. The digital content marketing strategy consisted of three dimensions: digital channel diversity, digital form identification, and providing valuable information and experiences. Data for analysis were collected through a survey of 554 consumers who regularly shopped online in the upper northern region of Thailand, specifically in the four provinces of Chiang Mai, Chiang Rai, Lampang, and Phayao. Multiple regression analysis was employed for hypothesis testing. The results indicated that the three dimensions of digital content marketing strategy were significantly and positively related to a positive attitude toward the brand. Theoretical and managerial contributions, along with recommendations for future research, were also discussed.
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