The Affect of Digital Marketing on E-Sports Consumer Purchase Intentions Through Online Channels
Keywords:
Digital Marketing, Consumer Decision, E-Sports Products, Consumer BehaviorAbstract
The objective of this research was to examine the factors influencing consumers' purchasing decisions of E-sports products through various online marketing channels, including (1) Content Marketing (2) Social Media Marketing (3) Website Marketing (4) Influencer Marketing (5) Email Marketing. The study utilized a quantitative research approach, and questionnaires were employed to collect data from consumers who had previously purchased E-sports products online. The target group was determined using the Taro Yamane formula, with a margin of error set at 0.05. The data obtained from the questionnaires were analyzed using descriptive statistics, including percentages, means, and standard deviations, and were compared using t-tests and F-tests.
The research findings revealed that: (1) Content Marketing had a significant impact on consumers' decisions to purchase E-sports products through online channels. (2) Social Media Marketing also significantly influenced consumers' decisions to purchase E-sports products online. (3) Website Marketing did not have a significant effect on consumers' decisions to purchase E-sports products through online channels. (4) Influencer Marketing had a significant influence on consumers' decisions to purchase E-sports products through online channels. (5) Email Marketing did not significantly affect consumers' decisions to purchase E-sports products through online channels.
References
Atsawayothin, T. (2018). The Relationship between Online Marketing and Online Consumer Purchasing Behavior in Mueang District, Nakhon Ratchasima Province. [Master' thesis]. Ramkhamhaeng University. Retrieved December 28, 2023, from http://www.ba-abstract.ru.ac.th/AbstractPdf/2561-5-7_1565850078.pdf.
Chankolika, K. (2015). Summary Report of Knowledge Exchange Activity 1. Retrieved December 25, 2023, from https://shorturl.asia/A2Ezq.
Chueapanyawit, C. (2022). Marketing communication through influencers on social media Affects brand compatibility and attitudes toward brands of social media users, the Instagram platform in Thailand. Retrieved December 23, 2023, from https://archive.cm.mahidol.ac.th/bitstream/123456789/4578/1/TP%20MM.021%202565.pdf.
Chusaengnil, C. (2019). Esport: Electronic Sports. Retrieved December 28, 2023, from https://www.scimath.org/article-technology/item/9118-e-sport.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. Retrieved December 28, 2023, from https://link.springer.com/article/10.1007/BF02310555.
Depa. (2020). Opportunities and Challenges of the Thai Esports Industry. Retrieved December 28, 2023, from https://www.depa.or.th/th/article-view/challenges-of-the-Thai-esports-industry.
Evans, J. R., & Berman, B. (2004). Marketing. New York: Macmillan. Retrieved December 28, 2023, from http://dspace.bu.ac.th/bitstream/123456789/4809/3/thanainan_porn.pdf.
Hankitiwat, T., Uprumai, W., & Mitaworakun, S. (2022). Digital Marketing Communication and its Influence on Decision-Making Processes for Choosing Services of Restaurants with Branches in Department Stores in the Bangkok Metropolitan Area. Journal of Digital Business and Social Sciences. Retrieved December 28, 2023, from https://rsujournals.rsu.ac.th/index.php/jdbs/article/download/2664/2154/.
Hubsport. (2023). Hubsport's 2023 Social Media Marketing Report. Retrieved December 28, 2023, From https://blog.hubspot.com/marketing/hubspot-blog-social-media-marketing-report.
Investment Man. (2023). A 30,000 Million Industry Creating Jobs and Generating Income for Thais. Retrieved December 28, 2023, from https://www.longtunman.com/45511.
Jenkins, S. (2008). The truth about email marketing. New Jersey: Upper saddle river.
Kanjanawasri, S. (2001). Choosing Appropriate Statistics for Research (4 th ed.). Retrieved December 28, 2023, from https://www.ocsc.go.th/DL Project/mean-dip.
Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of advertising in social networking sites: The teenage perspective. Journal of Interactive Advertising, 10(2), 16– 27.
Kotler, P. (2003). Marketing Management (7 th ed.). Canada: Pearson Education. Retrieved December 28, 2023, from https://archive.cm.mahidol.ac.th/bitstream/123456789/5032/1/TP%20BM.008%202566.pdf.
Mahatthalai, T. (2023). Business/Industry Trends 2566-2568: Digital Services and Software Business.
Retrieved December 28, 2023, from https://www.krungsri.com/th/research/industry/industry-outlook/services/digital-software/io/io-digital-software-2023-2025.
Mandala Team. (2023). Getting to Know the Ultimate E-mail Marketing Strategies Online. Retrieved December 25, 2023, from https://so03.tcithaijo.org/index.php/msaru/issue/view/17620/4852.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press. Retrieved December 28, 2023, From https://psycnet.apa.org/record/1974-22049-000.
Montri, P., & Panrot, W. (2021). Intention to Watch Livestreaming of Buffalo Racing Online. Journal of Interdisciplinary Research, 9(2), 63-72. Retrieved December 28, 2023, from https://archive.cm.mahidol.ac.th/bitstream/123456789/4742/1/TP%20MM.045%202565.pdf.
Nipa Technology. (2019). Influencer Marketing: A New Option for Online Marketing. Retrieved December 28, 2023, from https://mmm.ru.ac.th/MMM/IS/twin-6/sec3/6014154091.pdf.
Nosrati, M., Karimi, R., Mohammadi, M., & Malekian, K. (2013). Internet marketing or modern advertising! how? why?. International Journal of Economy, Management and Social.
