Digital marketing communication for Thai traditional dessert shops in the new normal

บทคัดย่อ

PURPOSES: To study the operating condition of digital marketing communications for Thai dessert shops in the New Normal, the digital marketing communication tools that consumers focusing on when buying Thai traditional desserts, and the digital marketing communication tools that affect consumers' decision to buy Thai traditional desserts. METHODS: It was mixed method research. The sample group of qualitative research consisted of 18 Thai dessert shop entrepreneurs operating in Bangkok and its vicinity, a total of 6 areas, 3 persons per each area totaling 18 persons. The sample group of quantitative research was 400 consumers in Bangkok and its vicinity aged between 21-60 years selected by using stratified random sampling according to the proportion of population in each area. RESULTS: It was found that Thai dessert shop entrepreneurs were increasingly focusing on using 5 types of digital marketing communication tools which were Search Engine Marketing, Social Media Marketing, Website Marketing. Content Marketing, and Influencer Marketing. Consumers valued the 5 types of digital marketing communication tools at the highest and high level, and there were 3 digital marketing communication tools that affected consumers' purchasing decision to buy Thai traditional desserts which were Content Marketing, Search Engine Marketing, and Website Marketing with statistically significant at the 0.05 level. THEORETICAL/POLICY IMPLICATIONS: Entrepreneurs could apply the findings from this research as guidelines to develop their digital marketing communications to be able to better satisfy the needs of consumers in the New Normal.