Relationships Between Online Marketing Strategy and Marketing Success of Electronics Retail Businesses in Thailand
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Abstract
This research article aim to study is attempts to investigate the relationships between online marketing strategy and marketing success. The research employed a quantitative method. The data collection was designed to be conducted with executives by the mailed survey of electronic retail businesses in Thailand, 91 Marketing questionnaires mailed survey were used for data analyses. Furthermore, the statistical testing was used percentage, mean, standard deviation, and multiple correlation analysis, while multiple regression analysis for the hypotheses testing.
Findings are as follows: (1) Online marketing strategy, image, and brand creation had relationships with marketing position. (2) Online marketing strategy, reliable information presenting had relationships with reducing the cost of advertising, and customer satisfaction. (3) Online marketing strategy, customer relationships had relationships with reducing the cost of advertising, and customer satisfaction. (4) Online marketing strategy and customer reliability had relationships with increasing revenue and marketing position. (5) Online marketing strategy and product development have no relationships and have a negative influence on marketing success.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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