THE IMPACT OF DIGITAL ADVERTISING, SERVICE MARKETING AND CONSUMER BEHAVIORS TOWARDS CUSTOMER ENGAGEMENT IN SMART PHONE ELECTRONICS COMPANY

Abstract

This study aims to investigate the factors that influence customer engagement for smart phone electronics company in Thailand. Through quantitative research methods, including online surveys, collected from individuals across various districts in Thailand. Multiple linear regression analysis was employed to analyze the data. The findings reveal that digital advertising, shaped by advertising channel, content marketing, and advertising reach, significantly influences customer engagement. The findings also reveal that service marketing, shaped by customer service quality, in-store experience, and after-purchase support, significantly influences customer engagement. Additionally, consumer behaviors, when combined with factors like information seeking, decision making process, and post-purchase behavior can be a powerful tool for influencing consumer engagement. This research was carried out on a sample of 400 respondents which concluded that all 3 variables significantly supported and contribute to the hypothesis that the influence of digital advertising, service marketing, and consumer behavior with a significance level of 0.000 contributed significantly towards customer engagement in smart phone electronics company. The collected data showed that respondents have a generally positive attitude toward all three factors—digital advertising, service marketing, and consumer behavior—as key influences on customer engagement in smartphone electronics companies. This finding suggests that businesses aiming to strengthen customer engagement should develop strategies that integrate these three elements. By enhancing creative and targeted digital advertising, improving service quality and after-purchase support, and understanding how customers seek information and make purchase decisions, companies can tailor their engagement approaches more effectively. Leveraging data-driven personalization, fostering interactive online experiences, and maintaining strong service delivery can help businesses build deeper relationships with customers and sustain a competitive advantage in the fast-changing electronics market.