THAILAND'S AGRIBUSINESS BRANDING STRATEGIES IN THE DIGITAL ERA: A SYSTEMATIC REVIEW OF THE LITERATURE FOR SUSTAINABLE PRACTICES
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บทคัดย่อ
This study systematically reviews literature on branding strategies for Thailand's agribusinesses in the digital era, focusing on the integration of digital technologies, such as social media, blockchain, and AI, storytelling, and sustainability concepts. The objective is to develop branding approaches that meet the evolving demands of consumers and enhance competitiveness in the global market. Using data from Scopus (2014–2024), the review synthesizes key trends and best practices by analyzing 1,959 articles on branding strategies, 57 articles on agribusiness, 4 articles on the digital era, and 3 articles on Thailand. The findings highlight three critical strategies: leveraging digital technologies to enhance transparency, designing sustainability-focused branding approaches, and creating brand experiences through storytelling. While opportunities abound, significant challenges remain, including the lack of digital literacy among agribusiness operators and increasing global competition. This study proposes practical frameworks and recommendations to support Thai agribusinesses in building sustainable and competitive brands in the digital era.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
การอนุญาตลิขสิทธิ์
การอนุญาตให้ใช้ข้อความ เนื้อหา รูปภาพ หรือสิ่งอื่นใดของสิ่งพิมพ์ ผู้ใช้รายใดมีความต้องการที่จะอ่าน ดาวน์โหลด คัดลอก แจกจ่าย พิมพ์ ค้นหา หรือเชื่อมโยงไปยังข้อความทั้งหมดของบทความ รวบรวมข้อมูลสำหรับการจัดทำดัชนี ส่งต่อเป็นข้อมูลไปยังซอฟต์แวร์ หรือใช้เพื่อวัตถุประสงค์ทางกฎหมายอื่นใดเป็นสิ่งที่สามารถกระทำได้ แต่ห้ามนำไปใช้ในเชิงพาณิชย์หรือมีเจตนาเอื้อประโยชน์ทางธุรกิจ บทความทุกฉบับที่ถูกเผยแพร่ในวารสารวิจัยและนวัตกรรมเพื่อความยั่งยืนจะเผยแพร่ภายใต้สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบแสดงที่มา-ไม่ใช้เพื่อการค้า (Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License: https://creativecommons.org/licenses/by-nc-nd/4.0/)
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