The Marketing Communication Landscape in the Platform Era: A Synthesis Toward the Concept of Trust Architecture
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Abstract
This academic article examines the transformation of the marketing communication landscape in the context of artificial intelligence, big data, the platform economy, and growing pressures from data governance and ethics. It aims to analyze the contemporary marketing communication landscape in global and Thai contexts, synthesize relevant literature and policy reports, and develop a conceptual framework for research, teaching, and professional practice. The article adopts a conceptual review by integrating scholarship in marketing, communication, digital media, and platform studies with policy and industry sources. The synthesis shows that marketing communication has shifted from a mass-media model to a platform-based ecosystem driven by data, algorithms, and real-time interaction. The article therefore proposes the concept of the “trust architecture of marketing communication in the platform era” to explain trust as a governing principle for the design, implementation, and evaluation of contemporary communication.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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