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Rangsit Journal of Social Sciences and Humanities

ISSN 2286-976X (Print)

ISSN 2539-5513 (Online)

Digital Marketing Strategy and Implementation of the Tools in Food and Beverage Services: Case Study of Sole Proprietorship in the Bangkok and Metropolitan Region of Thailand

  • Pakarat Jumpanoi, Faculty of Economics, Rangsit University, Pathum Thani, Thailand
  • Pongyuth Glayuth, Faculty of Economics, Rangsit University, Pathum Thani, Thailand, Corresponding author, E-mail: pongyuth@rsu.ac.th


Thanks to the change of the lifestyle towards the digitalization of Thai people, digital marketing is known as one of the well-known marketing strategies that can be used to increase a firm’s sales by promoting products and services through digital media and customers’ responsiveness. Nevertheless, business owners must learn to adapt digitalization to achieve their business successfully. For this reason, this research aims to study (i) the knowledge of digital marketing strategy of sole proprietorship in food and beverage services, (ii) their implementation of the tools of digital marketing, (iii) the relationship between digital marketing strategy knowledge and the implementation of digital marketing tools, and (iv) the problem and barriers of implementation of the tools of digital marketing. Data were collected from a sample of 310 sole proprietors aged 18 years and above in the Food and Beverage Services located in the Bangkok and Metropolitan Regions. In-depth interviews were conducted with ten respondents in this study. Descriptive statistics, including frequency, percentage, means, and standard deviation, were employed for the analysis. The hypothesis test was conducted by using a T-test, one-way ANOVA, and Pearson’s product-moment correlation coefficient. According to the results, it was found that the sole proprietors’ digital marketing strategy knowledge was regarded as high to moderate levels. In contrast, the implementation level of digital marketing tools was at low to moderate levels. The knowledge of digital marketing strategy was positively correlated with the implementation of digital marketing tools at the moderate level. The in-depth interviews revealed that the most critical barrier to food delivery application platforms is a high commission fee charged by food delivery application providers, which enormously deducts from their food and beverage sales.

Keywords: Marketing Strategy, Digital Marketing, Tools of Digital Marketing

PDF (391.81 KB)

DOI: 10.14456/rjsh.2021.6


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