|Project Title:||The influence of digital marketing on consumer buying decision of industrial machinery|
|Degree:||Master of Business Administration|
|Major:||International Business Management|
Nutdanai Phuchong. (2018). The influence of digital marketing on consumer buying decision of industrial machinery. (Independent study, Master of Business Administration). Bangkok: Siam University.
This study was focused on investigate the influence of digital marketing on consumer buying decisions of industrial machinery, and the study analyzes factors of digital marketing on consumer buying. This research was conducted using questionnaires. This study found that digital marketing is in a digital era in which technology has played an essential role in changing consumer behavior, and is a channel that creates opportunities for business operators. The following components that influence decision-making are websites & landing pages, content marketing, search engine optimization and social media marketing. This study also suggests that online marketing can improve buying decision of industrial machinery. Results indicated that digital marketing has positive influence to consumer buying decisions on industrial machinery by online media that offer a modernized look, impact consumer behavior, contain content that is important, buy advertising on Google to list the website on top and create visual entertainment to have a direct impact on consumer buying decisions. Thus, both digital marketing and buying decision play an imperative role in the consumption of goods, as suggested by many other authors. In this paper, first we present a short review of this research, followed by the methodology and the main results of our study. Then, we present the theoretical and managerial implications of the findings. Finally, we present the limitations of the research and some suggestions for future research.
Keywords: Digital marketing, Consumer buying decision, Industrial machinery.
The influence of digital marketing on consumer buying decision of industrial machinery
Master of Arts in Peace Studies and Diplomacy, Siam University, Bangkok, Thailand