A Theoretical Analysis of How Digital Marketing and Customer Relationship Marketing (CRM) Affect Intentions to Participate in Live Webinar Conferences
บทคัดย่อ
The COVID-19 pandemic has seriously compromised conventional Face-to-Face (F2F) instruction, and institutions of higher learning are increasingly open to adopting digital learning platforms. The limited direct contact makes webinars an alternative in business or organizing learning, workshops, or seminars. Social distancing would make the digital era expanding not only to shopping but also to online learning. In a few years, the evidence is that digital and customer relationship marketing has largely replaced traditional marketing. Many marketers place marketing at the top of their priorities. It may be looking for creative ways to do online marketing, lower cost per lead, raise click-through and conversion rates, and discover online webinar conference trends. Engaging customers and enabling them to interact with the brand through delivering digital marketing and relationship marketing is a crucial goal of digital marketing. Then, this article explains the relationship between digital marketing, customer relationship marketing (CRM), and intentions to attend live webinar conferences and proposes a theoretical model using qualitative data and content analysis. In addition, this study is based on current literature, publications, internet sources, and secondary data. Analyzing the effectiveness of digital and customer relationship marketing (CRM) that affect intentions to participate in live webinar conferences is possible. The new way of marketing in various businesses can further be extended and applied to other companies. It is recommended to study quantitative or qualitative research approaches to confirm the theoretical model in further study.
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