Digital Marketing Communication of Fashion Brands that Influence the Consumer Journey of Student Consumers in Thailand
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Abstract
This research aimed to study the level of awareness of digital marketing communication,the level of response throughout the consumer journey, and the digital marketing communication that affects the fashion purchase journey. An online questionnaire was used to collect data from 385 students in Thailand who had purchased fashion products through digital media. Data were analyzed using percentage, arithmetic mean, standard deviation, and multiple regression analysis.
The research results found that most students were female (75.06%), aged between 18-22 years, 61.56% had a bachelor's degree, 69.35% had a monthly income not exceeding 10,000 baht (61.04%), and lived in the Central region and Bangkok (38.96%). For the level of awareness of digital marketing communication of fashion brands among students, it was at a high level, with the highest awareness of advertising through digital media, followed by direct marketing through digital media, public relations through digital media, sales by salespersons through digital media, and sales promotion through digital media, respectively.The level of response throughout the consumer journey was at the highest level, with the highest response in ask, followed by advocacy, action or purchase, appeal, and awareness, respectively. In addition, all aspects of digital marketing communication had a statistically significant effect on the consumer journey at the 0.05 level. In order of influence value from highest to lowest, they are digital media sales promotion,digital media advertising , digital media sales using salespeople, digital media public relations, and digital media direct marketing, respectively.
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