The Relationship between Online Marketing and Consumer Behavior of Lazada Customers in Sakon Nakhon, Nakhon Phanom and Mukdahan
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Abstract
This research aims at the investigation on the effects of online marketing and consumer behavior. The research sampling was derived from 450 Lazada’s customer in Sakon Nakhon, Nakhon Phanom, and Mukdahan via questionnaire that is assigned as data collection instrument. For statistical analysis, multiple correlation analysis and multiple regression analysis are designated. The results indicated that 1) e-mail marketing positively relates and affects consumer behavior. 2) Website marketing positively relates and affects consumer behavior. 3) Content marketing positively relates and affects consumer behavior. 4) Social media marketing positively relates and affects consumer behavior. 5) Search engine marketing positively relates and affects consumer behavior. 6) Influencer marketing positively relates and affects consumer behavior. 7) Live marketing Influencer marketing positively relates and affects consumer behavior. As the results, online business executives should intend to various online marketing strategies to enhance customer perceptions in product information, product and brand clearly understanding, and customer communications, therefore, increasing of customer relationships and customer behaviors.
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