Content of Online Marketing that Influence Customers` Decision: A Case on Buying Indigo-Dyed Clothing

Abstract

Nowadays, technology plays a significant role in business success. Technologies, including the Internet, web application, and social media can help to grow business by expanding distribution channels to reach customers, even in rural areas. In addition to technology, an online place to promote trade and the content of the products should be considered to help customers in buying decision processes. This research is conducted to understand how to create a proper content to promote online marketing. Consequently, good content can help to decrease the burden of web administrators who have to answer all frequently asked questions from customers. This paper begins with a literature review. Then, by using the focus group method, the customers’ factors were identified on buying experiences of indigo-dyed clothing, which is a popular product in the Northeastern region of Thailand. Moreover, the interview of an administrator of an indigo-dyed clothing’s web page as a purposive sample was summarized. By using content analysis, the results suggest some broad guidelines to present the content to promote products to gain the customers’ response and interest. The conclusion and future work will be mentioned to contribute to the academics and the sellers to sustain online businesses.