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The Impact of CRM Strategies on Digital Purchasing Decisions: A Study of Consumer Engagement via Newsfeeds in the Thai Market

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The Impact of CRM Strategies on Digital Purchasing Decisions: A Study of Consumer Engagement via Newsfeeds in the Thai Market


Natworadee Chinnapakjarusiri | Tanpat Kraiwanit | Aishath Rafiyya



Natworadee Chinnapakjarusiri | Tanpat Kraiwanit | Aishath Rafiyya "The Impact of CRM Strategies on Digital Purchasing Decisions: A Study of Consumer Engagement via Newsfeeds in the Thai Market" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-8 | Issue-1, February 2024, pp.293-297, URL: https://www.ijtsrd.com/papers/ijtsrd62400.pdf

As businesses increasingly deploy Customer Relationship Management (CRM) strategies for personalized customer engagement through newsfeeds, understanding their impact on digital purchasing decisions becomes crucial for online optimization. This study aims to investigate the factors influencing the adoption of CRM, focusing on its impact on customer engagement, specifically through the use of newsfeed features, in the context of digital purchases within the Thai market. Employing a quantitative approach, this study surveys a diverse sample of 478 Thai consumers, considering factors such as age, education, income, gender, and frequency of online engagement. Preliminary findings reveal that education and income significantly influence consumer responses to CRM newsfeeds, impacting their likelihood of making digital purchases. Those with higher education and income levels show a greater tendency to engage with CRM content, translating these interactions into digital transactions. The study also explores the nuanced impact of gender, status, and media preferences on digital purchases within the CRM newsfeed context. Initial results suggest a limited influence of these factors on consumer behavior in the Thai market, highlighting the need for CRM strategies tailored to demographic characteristics. This research offers valuable insights for businesses seeking to refine their CRM approaches, enhancing customer engagement and optimizing digital purchases in the dynamic online marketplace.

Customer Engagement, CRM Newsfeed, Digital Purchases


IJTSRD62400
Volume-8 | Issue-1, February 2024
293-297
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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