The Impact of Digital Marketing and Consumer Attitudes on Repurchase Intentions of Herbal Beverages in Bangkok

Authors

  • Natnaporn Aeknarajindawat College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand
  • Ratharuj Manaswatcharapong College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand
  • Nattachai Aeknarajindawat College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand

Keywords:

Digital Marketing, Consumer Attitude, Repurchase Intentions, Herbal Beverages, Content Marketing, Social Media Marketing, Bangkok.

Abstract

The marketing landscape has undergone a significant transformation, largely driven by the digital era, which has revolutionised the relationship between consumers and brands. This research aims to analyse the dynamics of consumer attitudes influenced by digital marketing strategies and their subsequent repurchase intentions, with a particular focus on herbal beverages in Bangkok. A hypothesis was proposed and tested using a sample of 300 respondents. The findings reveal that digital marketing, social media, and content marketing play a substantial role in shaping consumer consumption patterns of herbal beverages. Furthermore, it was established that a positive consumer attitude exerts a significant and favourable impact on repurchase intentions. The study also indicates that digital marketing influences repurchase intentions, with results aligning with the notion that more effective digital marketing campaigns correlate with increased repurchase intentions. Interestingly, consumer attitudes were found to moderate the relationship between digital marketing efforts and the likelihood of repeat purchases. While the study provides key insights, it is important to acknowledge its limitations, such as geographical bias and the fluid nature of the definition of digital marketing. The research underscores the growing necessity for brands, particularly those in niche sectors such as herbal beverages, to adopt current digital marketing trends as a strategic tool for influencing consumer perceptions and decision-making.

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Published

2025-01-21