International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 12, Issue 5 (May 2025), Pages: 27-35

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 Original Research Paper

A new online marketing mix strategy to unlock digital commerce success

 Author(s): 

 Chanin Muanmeevit, Sumaman Pankham *

 Affiliation(s):

 College of Digital Innovation Technology, Rangsit University, Pathumthani, Thailand

 Full text

    Full Text - PDF

 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0009-0002-6821-7049

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.05.004

 Abstract

Digital commerce plays a critical role in driving business growth, enhancing customer satisfaction, and achieving success in the digital environment. Unlike traditional e-commerce, digital commerce integrates advanced technologies and strategic approaches to optimize both customer experience and business operations. Although the Marketing Mix is a widely used framework for planning and implementing marketing strategies, there is currently no specific model designed for the digital commerce context. This study aims to develop an online Marketing Mix strategy tailored to the needs of digital commerce by identifying and analyzing key success factors. A mixed-methods approach was employed, combining qualitative data from 21 expert interviews analyzed through Fuzzy Set Theory and quantitative data from an online survey of 600 digital entrepreneurs in Thailand, analyzed using first-order confirmatory factor analysis (CFA). The results highlight six key factors—Product, Experience, Site, Communication, Engagement, and Loyalty—that form the basis of the proposed framework, named 'PESCEL.' This framework provides a comprehensive guideline for businesses to navigate the complexities of digital commerce and addresses the limitations of traditional Marketing Mix models in capturing the dynamics of online consumer behavior and multi-channel communication. By leveraging these factors, businesses can strengthen their online marketing strategies and achieve sustainable success in the digital landscape.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Digital commerce, Marketing mix, Online strategy, Customer experience, Business growth

 Article history

 Received 5 December 2024, Received in revised form 24 March 2025, Accepted 28 April 2025

 Acknowledgment

No Acknowledgment.

  Compliance with ethical standards

  Ethical considerations

This study adhered to Rangsit University's ethical standards for human research, reviewed and approved by the Ethics Review Board of Rangsit University in Thailand with COA. No. RSUERB2022-088. Participants agreed to take part in the survey after being informed about the study. Privacy and confidentiality of their information were rigorously protected, and no personal details were gathered.

  Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Muanmeevit C and Pankham S (2025). A new online marketing mix strategy to unlock digital commerce success. International Journal of Advanced and Applied Sciences, 12(5): 27-35

  Permanent Link to this page

 Figures

  Fig. 1  Fig. 2

 Tables

  Table 1  Table 2  Table 3 

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