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Muketing: the fusion of Mutelu and marketing in e-commerce—trends in Thailand’s faith economy

BackgroundThe intersection of traditional spiritual beliefs and digital commerce is reshaping consumer behavior in Thailand. Muketing—a blend of Mutelu spirituality and modern marketing—has emerged as a distinct cultural-marketing phenomenon within the country’s expanding faith economy. This study e...

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Principais autores: Pongsakorn Limna, Yarnaphat Shaengchart, Tanpat Kraiwanit, Saranchana Asanprakit, Rattawut Nivornusit
Format: Artigo
Sprog:Inglês
Udgivet: Frontiers Media S.A. 2025-10-01
Serier:Frontiers in Communication
Fag:
muketing
e-commerce
attitudes
trust
engagement
purchasing behavior
Online adgang:https://www.frontiersin.org/articles/10.3389/fcomm.2025.1662524/full
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