RESEARCH MARKETING COMMUNICATION: CUSTOMERS’ DECISION RIGHTS PROTECTION
Keywords:
consumer rights protection, ethical marketing communication channels, online consumerAbstract
This proposed quantitative research scenario studied on ethical marketing communication to
protect the decision-making rights of customers. The research will consist of a survey and development
research with Structural Equation Modelling (SEM). These research results indicate that ethical marketing
communications customers have developed decision-making rights protections. The new approach can be
operationalized that will accelerate the rate of purchasing decision behavior by protecting the decision rights
of ethical marketing customers in the Kingdom of Thailand.