Please use this identifier to cite or link to this item: https://ir.swu.ac.th/jspui/handle/123456789/27519
ชื่อเรื่อง: Facial Skincare Journey: Consumer Needs Identification to Enhance Online Marketing
ผู้แต่ง: Piriyakul I.
Kunathikornkit S.
Piriyakul M.
Piriyakul R.
วันที่เผยแพร่: 2022
บทคัดย่อ: Consumer journey analysis led to efficient marketing implementation. A journey represents a path of steps and interaction between consumer and service units at each touchpoint. Dissatisfaction in the touchpoint causes a negative effect to retain a customer. Previous studies always constructed journey maps that relied on the narrative approach. According to Google, consumers always face massive websites, which is a pain point in the journey. Improving consumer buying led to the research aims: identifying consumer needs and reducing SEO pain-point using content relevance indexing. The data (social media posts from the Thai beauty communities in the year 2020) are analyzed and the authors have found that there are two need types: curative and preventive. The study can segment the 150 websites into four groups, which reduces the search space. Moreover, the significant words from the wrapping technique can be used to create keywords in the homepage introduction that match the products to consumer needs. © 2022 IGI Global. All rights reserved.
URI: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85124879405&doi=10.4018%2fIJBIR.297614&partnerID=40&md5=3855a155f4dbda9a12fbb1294a0f6367
https://ir.swu.ac.th/jspui/handle/123456789/27519
ISSN: 19473591
Appears in Collections:Scopus 2022

Files in This Item:
There are no files associated with this item.


Items in SWU repository are protected by copyright, with all rights reserved, unless otherwise indicated.