Causal Factors of Generational Marketing for Social Media Affecting the Customer Engagement in Modern Retail Business
Keywords:
Generational Marketing, Social Media, Online-To-Store, Customer EngagementAbstract
This research article aimed to 1) study the causal factors affecting generational marketing for social media and customer engagement 2) study the influence of causal factors of generational marketing for social media affecting customer engagement, and 3) develop a model the causal factors of generational marketing for social media affecting customer engagement. This research useed qualitative method, collected data by online questionnaires from sample of 440people. Data analysis by descriptive statistic and Structural Equation Modelling.
The results of this research found that 1) causal facors concluded that marketing supply chain affected generational marketing for social media, marketing supply chain affected customer engagement 2) influence of factors including online customer segmentation affect generational marketing for social media, online customer segmentation affected customer engagement, online-to-store channel affected on generational marketing for social media, online-to-store channel affected customer engagement, and generational marketing for social media affected customer engagement. Modern retail businesses can use the results of research studies to develop research. 3) model for retail business entepenure has developed a system for purchasing products online for consumers, resulting in next generation marketing management for social media, and increase consumer participation among customers.
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