Success of Clothing Retailers through Online Channel Using Digital Marketing
Journal Title: International Journal of the Computer, the Internet and Management - Year 2018, Vol 26, Issue 2
Abstract
Nowadays, technology has changed by leaps and bounds, transforming consumer behaviors enormously from those in the past. This includes changes in business operation methods, especially retailers. In many countries, retailers are facing their plunge in profits, and many shops close one after another. Many countries begin to adjust business operation methods to embrace upcoming changes in the digital era. They place importance to the production innovation, marketing as well as diffusion of innovation. These brought about the service innovation - the strategy which applies business processes along with the knowledge of information and communication technology to effective creation of concrete organizational innovation. This will lead to designing the process which puts forward new suggestions and provide consumers or customers with various values. In this research, the researcher was interested in studying the success of clothing entrepreneurs who use online channels to sell their products through digital marketing in Bangkok area, especially the increasing trend of Thailand to improve traditional and online clothing retailers. In this research, the researcher focused on the features of online clothing retailers. The aim of this research was to study the features of clothing retailers, characteristics of clothing retailers’ perception, and the information concerning business organizations which take part in the success of online clothing retailers and to explore the methods that online clothing retailers in Bangkok area adopt to be successful in their businesses. The study results can be used as the guidelines which online clothing retailers can apply to their operation of businesses through online channels so as to enhance market capabilities. This research results will feature the perspectives of either the entrepreneurs or the executives who want to make changes to enter into the online businesses using digital marketing and also feature future guidelines for the success of online clothing retailers.
Authors and Affiliations
Noppadol Tiamnara, Kanyamon Inwang
Keywords
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