فهرست نشریات علمی دسترسی آزاد ایران

This research investigates the key success drivers influencing Customer Response (CRP) in Thailand's online health supplement market with a focus on Social Media Marketing Activities (SMMA). There is a vast knowledge gap on how such digital marketing efforts affect customer attitudes and behaviors in the health supplement market. To overcome this, the research used Fuzzy Delphi Method (FDM) that combines traditional Delphi method with fuzzy set theory to accommodate the imprecision of expert judgment. Three rounds of specialist consultation comprising 21 participants, digital marketers, and health professionals were utilized during the first phase to pilot test constructs of SMMA, Perceived Service Quality (PSQ), Perceived Quality (PQ), Perceived Value (PV), Brand Image (BI), and Customer Satisfaction (CS). Linguistic variables were converted to Triangular Fuzzy Numbers (TFNs), and constructs above a threshold of 0.7 were kept. In the second stage, a FDM result-based questionnaire was sent to 953 Thai online supplement consumers. The results verified that PQ, value, and BI have significant impacts on CS, which further impacts CRP. SMMA heavily influenced these constructs to articulate their strategic significance to customer engagement. This study provides a validated hierarchical model of CRP in the online supplement space and provides applied insights for marketers seeking to create successful digital strategies in the expanding e-health product market.