Digital Marketing Strategies and Their Impact on Customer Repurchase Intention in Bangkok SMEs
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This research aims to examine the effects of digital marketing strategies on customers’ repurchase intention in SMEs, employing a mixed-methods approach. Qualitative data were collected through in-depth interviews with SME entrepreneurs, while quantitative data were gathered via 500 structured questionnaires. The data were analyzed using Structural Equation Modeling (SEM). The SEM analysis revealed that Social Media Marketing, Content Marketing, and Online Reviews significantly influence Customer Engagement, with standardized coefficients (β) of 0.58, 0.41, and 0.53, respectively. Furthermore, Customer Engagement showed a strong positive effect on Repurchase Intention (β = 0.72). The model explained 64% of the variance in Customer Engagement and 69% in Repurchase Intention, indicating high predictive accuracy and alignment with empirical data. Qualitative findings emphasized that prompt customer response, sincere communication, storytelling content, and relationship building via digital platforms are key to fostering trust and brand loyalty. In conclusion, digital marketing strategies that emphasize interactive engagement and value-driven communication play a vital role in enhancing customer repurchase behavior in the SME sector.
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