The study of factors that influence Thai people for choosing digital marketing programs

Name: Tanchanok Aunhachart

keyword: Digital marketing

; Online marketing

; Marketing mix strategy

; Influencing factors

; Consumer behavior

; Decision making process

Abstract: Thai companies are now facing a shortage of digital marketing staff due to the rising number of internet users and increased expenditure on digital advertising. Hence, digital marketing programs or courses require assessment in this changing environment. However, scant research has been conducted regarding insights into factors that affect digital marketing programs. Therefore, a study of factors that influence Thai people in choosing digital marketing programs helped to understand customer behavior and customer satisfaction. This research study covered the area of technology in social networks (digital marketing) and focused on contemporary topics in applied marketing. The main research objectives were (1) To determine customer behavior regarding the decision-making process, (2) To identify the appropriate marketing mix strategy, and (3) To identify customer segmentation, and key opportunities for digital marketing program improvement from key influencing factors. The research was conducted using both exploratory and descriptive methodologies. For exploratory research, secondary data was obtained from reliable sources. Ten face to face interviews were conducted with phone calls for in-depth interviews to gain an understanding of the decision-making processes in choosing digital marketing programs. For the descriptive approach, 153 respondents completed a survey questionnaire via an online channel using a convenience sampling method. Completed questionnaires were analyzed using the Statistical Package for the Social Sciences (SPSS) software. Factor and cluster analysis were conducted to reveal segments based on respondents’ lifestyle. The final five factors were (1) Updated-knowledge, (2) Connection, (3) Business, (4) Self-learning, and (5) Career. This resulted in four groups of digital marketers ; (1) Hard Workers, (2) Knowledge Seekers, (3) Connection Seekers, and (4) New Learners. Respondents preferred to study digital strategy and planning courses via online advertising platforms. Most respondents selected courses that have a varied curriculum, customer support, a reliable website or Facebook fanpage, free trial promotions and instructors who have work experience at digital marketing agencies. Price Sensitivity Measurement was also used to analyze the acceptable price range for each segment. The fact that there are a growing number of online shoppers was a key reason to study digital marketing. Purchasing criteria for respondents - included their past-experience sources and updated curriculum. Lastly, simple linear regressions were used to evaluate customer satisfaction. Independent variables (X) including the instructor, quality of program, value for money, advantage of program, equipment or materials and staff or customer support predicted the level of confidence in repurchasing and recommending digital marketing programs (Y). All data were used to construct the key findings and recommendations in order to encourage digital marketing instructors or institutes to be better understand consumer behaviors and the factors for choosing digital marketing programs. This helped to strategize for effective marketing and customer satisfaction.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Smith, Malcolm C.

Role: advisor

Created: 2017

Modified: 2021-04-27

Issued: 2021-04-27

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2017.468

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

©copyrights Thammasat University

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