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THAILAND'S AGRIBUSINESS BRANDING STRATEGIES IN THE DIGITAL ERA: A SYSTEMATIC REVIEW OF THE LITERATURE FOR SUSTAINABLE PRACTICES |
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| รหัสดีโอไอ | |
| Creator | Danai Siriburee |
| Title | THAILAND'S AGRIBUSINESS BRANDING STRATEGIES IN THE DIGITAL ERA: A SYSTEMATIC REVIEW OF THE LITERATURE FOR SUSTAINABLE PRACTICES |
| Contributor | Rachata Suansawat |
| Publisher | ห้างหุ้นส่วนจำกัด นวัตกรรมการเรียนรู้สร้างสรรค์ |
| Publication Year | 2568 |
| Journal Title | Journal of Research and Innovation for Sustainability (JRIS) |
| Journal Vol. | 2 |
| Journal No. | 3 |
| Page no. | 1-10 |
| Keyword | branding strategies, agribusiness, digital era, Thailand |
| URL Website | https://so17.tci-thaijo.org/index.php/JRIS |
| Website title | Journal of Research and Innovation for Sustainability |
| ISSN | 3056-9397 |
| Abstract | 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. |
