Guidelines for Creating Digital Marketing Campaigns Affecting Consumer's Purchasing Behavior in Nakhon Chai Burin area

Abstract

The purpose of this study is to: 1) Examine the guidelines for developing consumer digital marketing strategies in the Nakhon Chai Burin Area. 2) Research the Nakhon Chai Burin Area's consumers purchasing patterns. And 3) Research the connection between Nakhon Chai Burin Area consumers purchasing patterns and the recommendations for developing digital marketing strategies. The sample group consisted of 400 consumers in Nakhon Chai Burin area. An online survey was used to gather data. The mean, standard deviation, multiple correlation analysis, simple regression analysis, and multiple regression analysis were the statistics employed for the data analysis. According to the research objectives, the findings were compiled into 3 issues: 1) Nakhon Chai Burin Area consumers have moderate-level ideas about the development criteria for digital marketing strategies in general and in each of the following areas: websites, e-mail, blogs, social networks, online videos, and Internet information searches. 2) There are moderate-level of opinions regarding purchasing behavior in general and in each of its components, including need awareness, information seeking, alternative evaluation, and decision-making. as well as behavior after buying and 3) There is a favorable correlation between purchasing behavior and digital marketing plan creation guidelines about social networks and online videos, with statistical significance at a level of 0.05.