As businesses increasingly deploy Customer Relationship Management (CRM) strategies for personalized customer engagement through newsfeeds, understanding their impact on digital purchasing decisions becomes crucial for online optimization. This study aims to investigate the factors influencing the adoption of CRM, focusing on its impact on customer engagement, specifically through the use of newsfeed features, in the context of digital purchases within the Thai market. Employing a quantitative approach, this study surveys a diverse sample of 478 Thai consumers, considering factors such as age, education, income, gender, and frequency of online engagement. Preliminary findings reveal that education and income significantly influence consumer responses to CRM newsfeeds, impacting their likelihood of making digital purchases. Those with higher education and income levels show a greater tendency to engage with CRM content, translating these interactions into digital transactions. The study also explores the nuanced impact of gender, status, and media preferences on digital purchases within the CRM newsfeed context. Initial results suggest a limited influence of these factors on consumer behavior in the Thai market, highlighting the need for CRM strategies tailored to demographic characteristics. This research offers valuable insights for businesses seeking to refine their CRM approaches, enhancing customer engagement and optimizing digital purchases in the dynamic online marketplace.
Customer Engagement, CRM Newsfeed, Digital Purchases
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