fakpiem pimchaya, Rukkhaphan J. Winning of New Generation Gen Z Consumers with New Marketing Mix Strategy (4C’s). Innovationstou [internet]. 2025 Sep. 17 [cited 2026 Sep. 28];5(2):33-47. available from: https://so04.tci-thaijo.org/index.php/InnovationStou/article/view/279738