How Korean Beauty Products Attract Thai Consumers: The Digital Marketing Approach

Abstract

In the era of technological transformation, the key to attract customers is to use the proper digital marketing tools. This research aims to explore how Korean beauty products attract Thai consumers by using the digital marketing approach. In line with this objective, this study examine effects of attitudes toward push strategies and pull strategies on purchase intention. Our analysis of 357 Thai consumers suggests that attitudes toward push strategies including website and landing page and search engine optimization increase Thai consumers’ purchasing intention of Korean beauty products. In addition, attitudes toward pull strategies including macro and micro influencers affect on Thai consumers’ purchasing intention of Korean beauty products positively. The findings of this study might be used as a reference for the Korean beauty industry to develop digital marketing tactics that are in accordance with current customer buying patterns in Thailand.