The Relationship Between Digital Marketing, Customer Relationship Marketing (CRM), and Online Purchase Intention : The Case of Facebook Live in Thailand

Abstract

This research investigated the relationship between digital marketing, customer relationship marketing (CRM), and online purchase intention among Facebook Live customers in Thailand. The online survey was distributed and collected data from 355 Facebook Live customers in Thailand by convenience sampling adopting the quantitative method. The data was analysed using SPSS for descriptive analysis and the partial least structural equation model (PLS-SEM) for hypothesis testing. The findings supported the relationship between digital marketing and online purchase intention through the mediating role of customer relationship marketing (CRM) among Facebook Live customers. This study may benefit business owners and online marketers to respond to Facebook live customers’ needs to improve their marketing management. Therefore, online shopping sites should pay attention to digital activities, especially digital marketing, and customer relationship marketing (CRM) because these factors influence online purchase intention among Facebook Live customers in Thailand. Moreover, the results could be applied in the online shopping marketplace strategies to improve online purchase intention through digital marketing and customer relationship management (CRM).