How Artificial Intelligence is Helping Businesses Grow and Thrive: The Transformative Role of Artificial Intelligence in Thai B2C Digital Marketing

Kamkankaew, Pongsiri; Thanitbenjasith, Phithagorn; Sribenjachot, Suteera; Sanpatanon, Nateetip; Phattarowas, Vachiraporn; Thanin, Phiched

doi:10.60027/ijsasr.2024.3651

Cited by 3 publications

References 26 publications

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AI-Driven Market Intelligence

Sahoo,

Kumar,

Kanwal

et al. 2024

Advances in Marketing, Customer Relationship Management, and E-Services

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AI-driven market intelligence is revolutionizing how businesses analyze and respond to market dynamics. This chapter explores the integration of artificial intelligence (AI) tools in competitive analysis and market positioning. It discusses the foundations of market intelligence, the role of AI in enhancing competitive strategies, and the practical tools and technologies available for implementation. The chapter also addresses the challenges and ethical considerations associated with AI, including data quality, integration with legacy systems, and privacy concerns. Future trends such as autonomous systems, enhanced personalization, and the convergence of AI with augmented and virtual reality are examined. The implications of these advancements for businesses, managers, and society are analyzed, emphasizing the need for responsible AI use and strategic innovation. This comprehensive overview provides insights into leveraging AI to optimize market intelligence and drive business success.

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AI-Driven Market Intelligence

Sahoo,

Kumar,

Kanwal

et al. 2024

Advances in Marketing, Customer Relationship Management, and E-Services

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The Impact of Marketing Mix on Generation Z's Mobile Phone Case Purchasing Decisions in Chiang Mai, Thailand

Srikhamhaeng,

Thanitbenjasith,

Kamkankaew

2024

IJSASR

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Background and Aim: The proliferation of smartphones, particularly among Generation Z, has propelled the mobile phone case market into a period of remarkable growth. This research investigates the factors influencing the purchasing decisions of Generation Z students in Chiang Mai province, Thailand, regarding mobile phone cases. Materials and Methods: A quantitative research methodology was employed, utilizing a questionnaire administered to 385 Bachelor's degree students across various universities in Chiang Mai province. The data analysis encompassed descriptive statistics, correlation analysis, and multiple regression analysis to rigorously test hypotheses related to the impact of the marketing mix (product, price, place, and promotion) on purchasing decisions. Results: The research unequivocally establishes that all elements of the marketing mix significantly influence purchasing decisions among Generation Z students. Price is the most salient factor, followed by place, product, and promotion. Regression analysis confirms this influence (p < 0.05) with price (b = 0.251) exerting the strongest effect. The model accounts for 40.5% of the variance in purchasing decisions (R² = 0.405, Adjusted R² = 0.398, F = 64.561, p < 0.001), suggesting other factors also contribute to consumer behavior. These findings underscore the need for a comprehensive marketing strategy targeting Generation Z consumers, optimizing each element of the marketing mix. Conclusion: This study confirms the pivotal role of the marketing mix in shaping consumer behavior within the mobile phone case market. The results highlight the need for businesses to adopt a holistic marketing strategy that considers the relative importance of each element, with a particular emphasis on price and distribution channels. These insights can inform targeted marketing efforts and product development initiatives to effectively cater to the preferences of Generation Z consumers.

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Brand Trust, Perceived Quality, and Parental Decision-Making: A Study of International School Selection in Chiang Mai

Lewis,

Thanitbenjasith,

Kamkankaew

2024

IJSASR

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Background and Aim: This research investigates the factors influencing parents' decision-making process when choosing international schools in Chiang Mai Province, Thailand. With the increasing popularity of international education in Thailand, understanding the key determinants of school choice is crucial for both parents and educational institutions. This study focuses on the impact of brand trust and perceived brand quality on parental decision-making, aiming to provide valuable insights for school operators and stakeholders to develop competitive strategies and enhance educational services. Materials and Methods: The study employs a quantitative research design with a convenience sampling technique. Data is collected from parents of children attending or considering 21 international schools in Chiang Mai through a structured online questionnaire. The questionnaire assesses brand trust, perceived brand quality, and their influence on the school choice decision-making process. Multiple regression analysis is used to examine the relationships between these variables. Results: The findings reveal that both brand trust and perceived brand quality significantly influence parental decision-making. Brand trust emerges as the strongest predictor, indicating that parents prioritize the credibility and reputation of international schools. Perceived brand quality also plays a crucial role, as parents associate high-quality brands with superior educational outcomes. The study demonstrates that these two factors collectively account for a substantial portion of the variance in parental choices. Conclusion: This research confirms the importance of brand management for international schools in Chiang Mai Province. By focusing on building brand trust and enhancing perceived brand quality, schools can effectively attract and retain students. The study's findings offer valuable guidance for school administrators and marketers in developing targeted strategies to meet the evolving needs and expectations of parents in the international education market.

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How Artificial Intelligence is Helping Businesses Grow and Thrive: The Transformative Role of Artificial Intelligence in Thai B2C Digital Marketing

Cited by 3 publications

References 26 publications

AI-Driven Market Intelligence

AI-Driven Market Intelligence

The Impact of Marketing Mix on Generation Z's Mobile Phone Case Purchasing Decisions in Chiang Mai, Thailand

Brand Trust, Perceived Quality, and Parental Decision-Making: A Study of International School Selection in Chiang Mai

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