CONFIRMATORY FACTORS ANALYSIS OF MARKET STRATEGY TO NEW NORMAL AFTER THE ERA OF COVID-19

Main Article Content

Rungroje Songsraboon

Abstract

The purposes of this research were 1) to study the level of opinions of marketing executives or personnel in charge of marketing of business organizations in Thailand toward New Normal way of life after the end of COVID-19 pandemic and 2) to analyze confirmatory factors of marketing strategy toward New Normal way of life after the end of COVID-19 pandemic. The research sample consisted of marketing executives and marketing personnel in the real estate industry, agro & food industry and consumer products. Statistical procedures employed for data analysis were path analysis and structural equation modeling (SEM).


The research findings revealed that the majority of business organizations in Thailand were companies in the real estate and construction industry, and the opinions concerning the most often used marketing strategies after the end of COVID-19 pandemic were the strategy of marketing promotion via digital media, the strategy of public relations via digital media, and the strategy of advertisement via digital media. The confirmatory factors the variables had statistical values of CMIN/df = 1.56, P = 0.815, GFI = 0.989, AGFI = 0.966, NFI = 0.978, IFI = 0.988, CFI = 0.984, RMR = 0.003, RMSEA = 0.012, all of which were high standard values indicating that the confirmatory factors of marketing strategies toward New Normal way of life after the end of COVID-19 pandemic had goodness-of-fit with empirical data.

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Songsraboon, R. (2021). CONFIRMATORY FACTORS ANALYSIS OF MARKET STRATEGY TO NEW NORMAL AFTER THE ERA OF COVID-19. anyapiwat ournal, 13(2), 1-11. etrieved from https://so05.tci-thaijo.org/index.php/pimjournal/article/view/242104
Section
Research Article

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