{"id":"https://openalex.org/W7220190299","doi":null,"title":"\u0e01\u0e32\u0e23\u0e1a\u0e39\u0e23\u0e13\u0e32\u0e01\u0e32\u0e23\u0e08\u0e31\u0e14\u0e01\u0e32\u0e23\u0e02\u0e49\u0e2d\u0e21\u0e39\u0e25\u0e02\u0e19\u0e32\u0e14\u0e43\u0e2b\u0e0d\u0e48\u0e40\u0e1e\u0e37\u0e48\u0e2d\u0e1e\u0e31\u0e12\u0e19\u0e32\u0e2a\u0e48\u0e27\u0e19\u0e1b\u0e23\u0e30\u0e2a\u0e21\u0e17\u0e32\u0e07\u0e01\u0e32\u0e23\u0e15\u0e25\u0e32\u0e14","display_name":"\u0e01\u0e32\u0e23\u0e1a\u0e39\u0e23\u0e13\u0e32\u0e01\u0e32\u0e23\u0e08\u0e31\u0e14\u0e01\u0e32\u0e23\u0e02\u0e49\u0e2d\u0e21\u0e39\u0e25\u0e02\u0e19\u0e32\u0e14\u0e43\u0e2b\u0e0d\u0e48\u0e40\u0e1e\u0e37\u0e48\u0e2d\u0e1e\u0e31\u0e12\u0e19\u0e32\u0e2a\u0e48\u0e27\u0e19\u0e1b\u0e23\u0e30\u0e2a\u0e21\u0e17\u0e32\u0e07\u0e01\u0e32\u0e23\u0e15\u0e25\u0e32\u0e14","publication_year":2020,"publication_date":"2020-12-31","ids":{"openalex":"https://openalex.org/W7220190299"},"language":"th","primary_location":{"id":"pmh:oai:so04.tci-thaijo.org:article/242776","doi":null,"is_oa":true,"landing_page_url":"https://so04.tci-thaijo.org/index.php/stou-sms-pr/article/view/242776","pdf_url":"https://so04.tci-thaijo.org/index.php/stou-sms-pr/article/download/242776/168754","source":{"id":"https://openalex.org/S7407066469","display_name":"Modern Management Frontier Journal","issn_l":"3088-165X","issn":["3088-165X"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3088-165X","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://so04.tci-thaijo.org/index.php/stou-sms-pr/article/download/242776/168754","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5021339580","display_name":"Narubodee Wathanakom","orcid":"https://orcid.org/0000-0002-3396-8187","observed_orcids":["https://orcid.org/0000-0002-3396-8187"]},"institutions":[{"id":"https://openalex.org/I60697786","display_name":"Sukhothai Thammathirat Open University","ror":"https://ror.org/00epajq42","country_code":"TH","type":"education","lineage":["https://openalex.org/I60697786"]}],"countries":["TH"],"is_corresponding":true,"raw_author_name":"Wathanakom, Narubodee","raw_affiliation_strings":["Corresponding Author, School of Management Science, Sukhothai Thammathirat Open University, E-mail: narubodee@gmail.com"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Corresponding Author, School of Management Science, Sukhothai Thammathirat Open University, E-mail: narubodee@gmail.com","institution_ids":["https://openalex.org/I60697786"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5021339580"],"corresponding_institution_ids":["https://openalex.org/I60697786"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11891","display_name":"Big Data and Business Intelligence","score":0.9496999979019165,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11891","display_name":"Big Data and Business Intelligence","score":0.9496999979019165,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14280","display_name":"Big Data Technologies and Applications","score":0.0333000011742115,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12885","display_name":"Digital Innovation in Industries","score":0.0034000000450760126,"subfield":{"id":"https://openalex.org/subfields/1405","display_name":"Management of Technology and Innovation"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/big-data-analytics","display_name":"big data analytics","score":0.9120000004768372},{"id":"https://openalex.org/keywords/integrated-marketing-communication","display_name":"integrated marketing communication","score":0.6990000009536743},{"id":"https://openalex.org/keywords/data-driven-decision-making","display_name":"data-driven decision making","score":0.7049999833106995},{"id":"https://openalex.org/keywords/consumer-behavior-data","display_name":"consumer behavior data","score":0.5649999976158142},{"id":"https://openalex.org/keywords/digital-disruption","display_name":"digital disruption","score":0.4779999852180481},{"id":"https://openalex.org/keywords/data-driven-culture","display_name":"data-driven culture","score":0.45500001311302185}],"concepts":[{"id":"https://openalex.org/C75684735","wikidata":"https://www.wikidata.org/wiki/Q858810","display_name":"Big data","level":2,"score":0.8414000272750854},{"id":"https://openalex.org/C136197465","wikidata":"https://www.wikidata.org/wiki/Q1729295","display_name":"Variety (cybernetics)","level":2,"score":0.63919997215271},{"id":"https://openalex.org/C2777526511","wikidata":"https://www.wikidata.org/wiki/Q691543","display_name":"Pace","level":2,"score":0.6104999780654907},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4659000039100647},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.46129998564720154},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.44609999656677246},{"id":"https://openalex.org/C79158427","wikidata":"https://www.wikidata.org/wiki/Q485396","display_name":"Analytics","level":2,"score":0.4228000044822693},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.40220001339912415},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4007999897003174},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.36800000071525574},{"id":"https://openalex.org/C2779018934","wikidata":"https://www.wikidata.org/wiki/Q1129653","display_name":"Everyday life","level":2,"score":0.3188000023365021},{"id":"https://openalex.org/C121017731","wikidata":"https://www.wikidata.org/wiki/Q11661","display_name":"Information technology","level":2,"score":0.3009999990463257},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.29350000619888306},{"id":"https://openalex.org/C195094911","wikidata":"https://www.wikidata.org/wiki/Q14167904","display_name":"Process management","level":1,"score":0.2660999894142151},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.2653000056743622},{"id":"https://openalex.org/C83209312","wikidata":"https://www.wikidata.org/wiki/Q1053367","display_name":"Predictive analytics","level":2,"score":0.26409998536109924},{"id":"https://openalex.org/C1668388","wikidata":"https://www.wikidata.org/wiki/Q1149776","display_name":"Data management","level":2,"score":0.26260000467300415},{"id":"https://openalex.org/C89992363","wikidata":"https://www.wikidata.org/wiki/Q5961558","display_name":"Track (disk drive)","level":2,"score":0.2614000141620636},{"id":"https://openalex.org/C126082660","wikidata":"https://www.wikidata.org/wiki/Q4252370","display_name":"Digital transformation","level":2,"score":0.25850000977516174},{"id":"https://openalex.org/C113843644","wikidata":"https://www.wikidata.org/wiki/Q901882","display_name":"Interface (matter)","level":4,"score":0.2581000030040741},{"id":"https://openalex.org/C545860419","wikidata":"https://www.wikidata.org/wiki/Q5193251","display_name":"Cultural analytics","level":5,"score":0.25690001249313354},{"id":"https://openalex.org/C108827166","wikidata":"https://www.wikidata.org/wiki/Q175975","display_name":"Internet privacy","level":1,"score":0.25529998540878296},{"id":"https://openalex.org/C107645774","wikidata":"https://www.wikidata.org/wiki/Q5467169","display_name":"Human resources","level":2,"score":0.2517000138759613}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:so04.tci-thaijo.org:article/242776","doi":null,"is_oa":true,"landing_page_url":"https://so04.tci-thaijo.org/index.php/stou-sms-pr/article/view/242776","pdf_url":"https://so04.tci-thaijo.org/index.php/stou-sms-pr/article/download/242776/168754","source":{"id":"https://openalex.org/S7407066469","display_name":"Modern Management Frontier Journal","issn_l":"3088-165X","issn":["3088-165X"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3088-165X","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:so04.tci-thaijo.org:article/242776","doi":null,"is_oa":true,"landing_page_url":"https://so04.tci-thaijo.org/index.php/stou-sms-pr/article/view/242776","pdf_url":"https://so04.tci-thaijo.org/index.php/stou-sms-pr/article/download/242776/168754","source":{"id":"https://openalex.org/S7407066469","display_name":"Modern Management Frontier Journal","issn_l":"3088-165X","issn":["3088-165X"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3088-165X","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7220190299.pdf","grobid_xml":"https://content.openalex.org/works/W7220190299.grobid-xml"},"referenced_works_count":11,"referenced_works":["https://openalex.org/W2182756997","https://openalex.org/W2396526128","https://openalex.org/W2783532841","https://openalex.org/W2787585543","https://openalex.org/W2905998809","https://openalex.org/W2940465180","https://openalex.org/W2978390831","https://openalex.org/W2987520824","https://openalex.org/W2989784488","https://openalex.org/W3013627219","https://openalex.org/W4230654094"],"related_works":["https://openalex.org/W4381595933","https://openalex.org/W7216740930","https://openalex.org/W2974520303","https://openalex.org/W7220017204","https://openalex.org/W2183269437","https://openalex.org/W4403246209","https://openalex.org/W4392236872","https://openalex.org/W7219411286","https://openalex.org/W4398161929","https://openalex.org/W4414484957"],"abstract_inverted_index":{"In":[0,195],"the":[1,6,14,54,109,153,180,214],"era":[2],"of":[3,16,36,42,102,125,182,216],"digital":[4,81],"disruption,":[5],"world":[7],"has":[8,52],"seen":[9],"a":[10,22,34,39,98,137,176,201,206],"tremendous":[11],"increase":[12],"in":[13,73,146,204,222],"amount":[15,41],"data":[17,29,51,158,184,224],"being":[18,46,162],"transmitted,":[19],"and":[20,38,48,72,89,105,113,132,193,219,246],"at":[21],"much":[23],"faster":[24],"pace":[25],"than":[26],"before.":[27],"New":[28],"is":[30,44,77,230],"created":[31],"everyday":[32],"via":[33],"variety":[35],"formats":[37],"large":[40],"this":[43,69,172,232],"not":[45],"managed":[47],"analyzed.":[49],"Big":[50],"changed":[53],"way":[55],"marketers":[56],"are":[57,64,121],"able":[58,66],"to":[59,67,97,117,136,155,161,164,179],"access":[60],"consumers\u2019":[61],"information,":[62],"they":[63],"now":[65],"do":[68],"extremely":[70],"quickly":[71],"real":[74],"time.":[75],"This":[76,94],"because":[78],"consumers":[79],"use":[80],"devices":[82],"which":[83],"include":[84],"built-in":[85],"sensors":[86],"that":[87,149,231],"track":[88],"collect":[90],"their":[91],"behavioral":[92],"information.":[93],"can":[95],"lead":[96],"more":[99],"in-depth":[100],"understanding":[101],"consumer":[103],"insights":[104],"behaviors":[106],"by":[107,143,210],"analyzing":[108],"produced":[110],"big":[111,127,157,183,223],"data,":[112],"then":[114],"converting":[115],"it":[116,140,166],"actionable":[118],"insights.":[119],"There":[120],"4":[122],"main":[123],"methods":[124],"managing":[126],"data:":[128],"descriptive,":[129],"diagnostic,":[130],"predictive":[131],"prescriptive":[133],"analysis.":[134],"According":[135],"recent":[138],"survey,":[139],"was":[141],"revealed":[142],"those":[144],"working":[145],"top":[147,247],"management":[148],"marketing":[150,169],"professionals":[151],"lack":[152],"competency":[154,221],"manage":[156],"effectively":[159],"due":[160],"unable":[163],"integrate":[165],"using":[167,186],"mixed":[168,187],"strategies.":[170],"Therefore,":[171],"article":[173],"will":[174],"present":[175],"potential":[177,227],"solution":[178],"integration":[181],"analytics":[185],"marketing,":[188,242],"namely:":[189],"product,":[190],"price,":[191],"place":[192],"promotion.":[194],"addition,":[196],"firms":[197],"should":[198],"also":[199],"play":[200],"key":[202],"role":[203],"building":[205],"data-driven,":[207],"decision-based":[208],"culture":[209],"providing":[211],"education":[212],"on":[213],"benefits":[215],"data-driven":[217],"decision-making":[218],"enhancing":[220],"analytics.":[225],"One":[226],"issue,":[228],"however,":[229],"would":[233],"require":[234],"support":[235],"from":[236],"various":[237],"corporate":[238],"departments,":[239],"such":[240],"as:":[241],"IT,":[243],"human":[244],"resources":[245],"management.":[248]},"counts_by_year":[],"updated_date":"2026-11-08T12:12:28.789561","created_date":"2026-10-05T00:00:00"}