Marketing Dynamics in the Digital Era: The Role of Technology and Consumer Behavior

Authors

  • Thitirat Meepermpoonsri
  • Pongsarit Rodruangdej
  • Tawan Raksalam
  • Sunida Permpoonsrisilp4 Permpoonsrisilp
  • Sittichai Manasom

Keywords:

Digital Marketing AI in Marketing Customer Experience

Abstract

 

         The academic article titled Dynamics of Modern Marketing: An Analysis of the Roles of Digital Technology and Consumer Behavior aims to synthesize knowledge on the transformation of marketing concepts and strategies within the context of digital technology advancement, big data, and artificial intelligence in marketing. This study employs an analytical literature review and conceptual synthesis of both domestic and international academic sources. The findings identify three key dimensions of modern marketing dynamics: (1) digital marketing emphasizing seamless integration across communication channels, (2) the application of artificial intelligence in marketing to enhance data analytics, predictive decision-making, and personalized communication, and (3) the enhancement of customer experience across all touchpoints throughout the customer journey The discussion reveals that while value-based marketing and relationship marketing remain fundamental theoretical foundations, digital technologies and AI have significantly reshaped marketing into a more dynamic and data-driven paradigm. In particular, personalization and precision marketing play a critical role in increasing the relevance and effectiveness of marketing communication. However, the implementation of these technologies also raises concerns regarding ethical issues, data privacy, and consumer trust. The study recommends that organizations adopt a hybrid human–AI collaboration approach, alongside establishing ethical data governance, transparency practices, and continuous skill development for marketing professionals. Such strategies are essential for achieving sustainable competitive advantage in the evolving digital marketing landscape

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References

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Published

04-06-2026

How to Cite

Meepermpoonsri, T., Rodruangdej, P., Raksalam , T., Permpoonsrisilp, S. P., & Manasom, S. (2026). Marketing Dynamics in the Digital Era: The Role of Technology and Consumer Behavior. Journal of Innovations in Business Management and Accounting, 2(5), 297–307. retrieved from https://so19.tci-thaijo.org/index.php/jbaas/article/view/3100

Issue

Vol. 2 No. 5 (2026): Journal of Innovations in Business Management and Accounting

Section

Academic Articles

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