The Adaptation of Digital Marketing Communication for Thai Dessert Shops in Post COVID-19 Pandemic
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Abstract
The objectives of this research were to study the situation of digital marketing communication operations of Thai dessert shops in the post-Coronavirus Disease 2019 (COVID-19) pandemic, as well as the needs for an adaptation of Thai dessert shops’ digital marketing communication operations in the post-COVID-19 pandemic. This research was qualitative, and the samples were eighteen Thai dessert entrepreneurs who had applied digital marketing communication tools in their marketing operations and operated in Bangkok and the perimeter provinces, which were Nonthaburi, Nakorn Pathom, Pathum Thani, Samut Prakarn, and Samut Sakorn. Three shops were taken as samples from each province. The data was collected from the owners or managers of Thai dessert shops through an in-depth interview using semi-structured interview forms. The data were analyzed using the content analysis method. The findings revealed that entrepreneurs of Thai dessert shops pay more attention to the use of five digital marketing communication tools, which are search engine marketing, social media marketing, website marketing, content marketing, and influencer marketing. In addition, the findings also revealed that Thai dessert entrepreneurs desire to develop their digital marketing communications. In order to do so, they can be able to communicate with and provide their services to consumers through online channels more efficiently and properly fulfill their needs.
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