Managing Factors to Stages of the Online Customer Journey Influence on Brand Trust


  • Laksamon Archawaporn Technology of Information System Management Division Faculty of Engineering, Mahidol University Nakhon Pathom, 73170, Thailand
  • Adisorn Leelasantitham Technology of Information System Management Division Faculty of Engineering, Mahidol University Nakhon Pathom, 73170, Thailand



Customer journey, Brand trust, Brand awareness, Purchase, Marketing funnel


This study examines the possibilities of enhancing relationship between external factors and five main steps of the customer journey influence on brand trust. Our aim is to fill a gap of empirical studies on the online channel in Thailand. We identify four external factors that contribute to each step of customer journey base on customer journey map theory. Data collected from 400 respondents was tested against the research model using a partial least squares (PLS) approach. Our hypotheses testing the determinants set of the customer journey with a statistical inferential analysis that, show the results support 7 of the 9 hypotheses, with a significant relationship between analysed constructs (Social influencer, eWom, and Marketing campaign) which are the factors that might contribute to online customer journey at the present.


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Author Biographies

Laksamon Archawaporn, Technology of Information System Management Division Faculty of Engineering, Mahidol University Nakhon Pathom, 73170, Thailand

Laksamon Archawaporn is a Ph.D. student at IT Management Division, Faculty of Engineering, Mahidol University, Bangkok Thailand. Her research interest in consumer digital lifestyle, branding, data analytics and marketing application.

This is her 15th years in Marketing Strategies, with responsibility for design and implement marketing projects and campaigns, including ideation, creation of collaterals, distribution of collaterals in various media and measurement and analysis of impact. She is currently working with several companies in the marketing consultant, brand management and sales stratrgies, to monitor and maximize customer lifetime value strategies ensuring maximum profitability.

Adisorn Leelasantitham, Technology of Information System Management Division Faculty of Engineering, Mahidol University Nakhon Pathom, 73170, Thailand

Adisorn Leelasantitham received the B.Eng. in Electronics and Telecommunications and M. Eng. in Electrical Engineering from King Mongkut’s University of Technology Thonburi (KMUTT), Thailand, in 1997 and 1999, respectively. He received his PhD degree in Electrical Engineering from Sirindhorn International Institute of Technology (SIIT), Thammasat University, Thailand, in 2005. He is currently the Associate Professor in Technology of Information System Management Program, Faculty of Engineering, Mahidol University, Thailand. His research interests include Applications of Blockchain Technology and Cryptocurrency, e.g. electricity trading platform etc., conceptual models for IT managements, image processing, AI, neural networks, machine learning, IoT platforms, data analytics, chaos systems and healthcare IT. He is a member of the IEEE.


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