An Exploration of the Performance of Prosumer Amidst Rapid Digital Evolution

Arissa Sa-ardnak (), Wornchanok Chaiyasoonthorn and Singha Chaveesuk
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Arissa Sa-ardnak: King Mongkut’s Institute of Technology Ladkrabang
Wornchanok Chaiyasoonthorn: King Mongkut’s Institute of Technology Ladkrabang
Singha Chaveesuk: King Mongkut’s Institute of Technology Ladkrabang

A chapter in New Challenges of the Global Economy for Business Management, 2025, pp 1495-1505 from Springer

Abstract: Abstract The online business environment presents a diverse range of clients for entrepreneurs, leading to a wide range of lifestyle variances. This causes misunderstandings between each other, which can lead to problems in business operations. This research article aims to develop a research framework which influences the prosumer performance amidst rapid digital evolution in Thailand and is ready to cope with future changes. This research is using qualitative research methods. Data were collected using in-depth individual interviews. Important information providers include 25 Prosumers of social network. The Snowball sampling technique is applied in this study. The tools used for data collection were questions for semi-structured interviews combined with participant observation. The results of the research explore which variables influence Prosumer performance on rapidly changing digital platforms and how. This result motivates Prosumer to perform to achieve their goals.

Keywords: Prosumer; Performance; Digital; Marketing; Business (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-96-4116-1_96

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DOI: 10.1007/978-981-96-4116-1_96

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