MARKETING COMMUNICATION STRATEGIES INFLUENCING CONSUMER ENGAGEMENT IN MODERN RETAIL BUSINESSES IN NAKHON SI THAMMARAT PROVINCE
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This research, entitled “Marketing Communication Strategies Influencing Consumer Engagement in Modern Retail Businesses in Nakhon Si Thammarat Province,” aimed to: 1) Examine marketing communication strategies that influence consumer engagement; 2) Investigate differences in personal factors affecting consumer engagement; 3) Analyze the influence of perceived marketing communication strategies on consumer engagement; and 4) Assess the consistency of the proposed relationship model with empirical data. A mixed-methods approach was employed. The qualitative phase involved in-depth interviews using a semi-structured interview guide with nine key informants. The quantitative phase utilized a questionnaire administered to 350 consumers. Data were analyzed using descriptive statistics, analysis of variance (ANOVA), multiple regression analysis, and structural equation modeling (SEM). The findings revealed that the marketing communication strategies of modern retail businesses consist of advertising, public relations, sales promotion, personal selling, and direct marketing, all of which contribute to consumer engagement. Regarding personal factors, gender was found to have a statistically significant effect on consumer engagement, whereas age, educational level, occupation, and income showed no significant differences. Furthermore, consumers’ perceptions of all five marketing communication strategies positively influenced consumer engagement, with sales promotion and personal selling exerting the strongest effects. These variables jointly explained 65.4% of the variance in consumer engagement. In addition, the structural equation model demonstrated a good fit with the empirical data. The results indicate that integrated marketing communication serves as a crucial mechanism for fostering consumer engagement and can be effectively applied to enhance the competitive strategies of modern retail businesses.
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