Main Article Content
The objectives of this research were to study; 1) The digital marketing tools influence on the trust of the new-age consumers in phuket, 2) The digital marketing tools influence on the new-Age consumers' journey in phuket, 3) The trust influence on the new-age consumers’ journey in phuket. This study was from the population in Phuket. The sample was 430 people determined of accidental sampling by using questionnaires as a tool to collect the data. The data were analyzed by using statistics of mean, standard deviation. simple regression analysis and analysis of multiple regression equations. The results found that 1) Digital marketing tools influenced the trust of new-age customer in Phuket with the statistical significance at the .05 level. This explained that the variation value was 34.3% as the important independent variables were the influencers via online media (Beta = 0.385), content marketing (Beta = 0.249), electronic mail (Beta = 0.211), dominate the first page (Beta = 0.143), and the website (Beta=0.123), respectively. 2) Digital marketing tools influenced the new-age customer journey in Phuket with statistical significance at the .05 level. This explained that the variation value was 28.2% as the important independent variables were social media (Beta=237), dominate the first page (Beta = 0.230), and website (Beta=0.194), respectively. 3) Trust influenced the new-age customer journey in Phuket with statistical significance at the .05 level. This explained that the variation value was 12.3% and the regression coefficient of the independent variable was trust (Beta=0.350)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Moneybuffalo. (2020). Who owns the e-commerce market in Thailand. https://www.moneybuffalo.in.th/business. (In Thai)
Reitzen, J. (2007 May 26). The importance of digital media and digital marketing. http://dspace.bu.ac.th/bitstream/123456789/2114/1/pattarawadee.rear.pdf.
Huang, Yi-shan (2009). What is Digital Marketing?. http://blog.13h.tw/2009/11/digital-marketing.html
Tarnprasert, P. (2016). The influence of digital marketing toward consumer’s buying decision via e-commerce in Bangkok. M.B.A., Graduate School, Bangkok University. (In Thai)
Schiffman, L. G., & Kanuk. L. L. (2004). Consumer behavior. (8th ed.). Pearson Education International.
Berry, L. L., & Parasuraman, A. (1991). Marketing services: Competing through quality. The Free Press.
Flom, J. (2011 June 7). The Value of Customer Journey Maps: A UX Designer’s Personal Journey. https://www.iimagineservicedesign.com/wp-content/uploads/2015/07/Experience-Maps-The-Value-of-Customer-Journey-Maps_-A-U...pdf.
CMGF Secretariat Thailand. (2020). Data analysis report: Household income and expenditure statistics 14 provinces and southern provinces 2020. Office of the Secretariat of the Council of Ministers and Provincial Governors, Prince of Songkla University. (In Thai)
Pipatseritham, K. (2017). Digital marketing. http://marketeer.co.th/archieves/603. (In Thai)
Baier. (1986). Trust and antitrust in ethics. http://www.praphansarn.co.th/Forum_new/comment/6/5105.
Phua, J., Jin, S.V., & Kim, J.J. (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification. Brand engagement, brand commitment, and membership intention: Telematics and Informatics, 34(1), 412-424.
Thippayakraisorn, S. (2018). Digital age’s customer journey, a new marketing quest. Panyapiwat Journal, 10(2). 294-302. (In Thai)
Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: Marketer’s perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269-293.
Sawasdinam. K. (2017). Factors affecting trust of E-Marketplace in Thailand. Master of Business Administration, Graduate School, Silpakorn University. (In Thai)
Satham, N., & Sutamuang, K. (2014). Marketing mix factors, brand loyalty and brand trust affecting customers satisfaction of travel agency. Journal of Business Research and Administration (JBRA), 2(1), 1-25. (In Thai)
Odden, L. (2012). OPTIMIZE; How to attract and engage more customers by integrating SEO, social media, and content marketing. John Wiley & Sons.
Phasikhao, P. (2019). The effect of digital marketing media to product and service consumption way in Thailand. Master of business administration, Business Administration, Ramkhamhaeng University. (In Thai)
Suwanpakdee, P., & Jansri, W. (2018). The influence of trust, attitude and marketing mix on purchasing decision of fashion clothes via social media among consumers in Songkhla Province. Economics and Business Administration Journal Thaksin University, 10(2). 21-38. (In Thai)
Oppatum, P. (2014). Trust and characteristics of social commerce affecting the purchase intention via social media. Graduate School, Bangkok University. (In Thai)
National Statistical Office. (2019). The 2019 household survey on the use of information and communication technology. Ministry of Digital Economy and Society. (In Thai)
Yamane, T. (1973). Statistics: An introductory analysis. (3rd ed). Harper and Row Publication.
Black, K. (2006). Business statistics for contemporary