Potential of digital marketing and determinants of the 5A marketing strategy: a case in Thailand

This study investigated the digital marketing potential of the Cage-Free Fish Farmers Association Network (the Network) and examined how the 5A marketing strategy, together with demographic factors, influences consumer behaviour towards agricultural products sold through online channels. Using a multiple-case study design, qualitative data were collected through focus groups consisting of 9 farm owners and semi-structured interviews with 240 consumers who had purchased products from the Network. According to the findings, the Network exhibited a moderate level of digital marketing capability. Several factors significantly influenced purchase value. Positive determinants included personal income ([MonthlyIncome]) and engagement with customer reviews ([X3(3)]), which enhanced trust and purchase intention. Conversely, negative effects were observed from recognition of the Network's products via integrated online and offline channels ([X1(2)]), interpersonal recommendations ([X1(1)]), and efforts to develop customer relations, progressing from CRM to CEM and ultimately CE ([X5(4)]), suggesting that excessive or poorly coordinated channel integration may reduce customer responsiveness. Overall, the results highlight that both consumer demographics and the targeted application of the 5A framework are critical in shaping purchasing behaviour. Strategic, coordinated marketing efforts aligned with consumer preferences and channel effectiveness are essential for maximising purchase value in online agricultural markets.