Success Factors of the Online Supplements Market: Impact of Social Media Activities on E-WOM and Customer Commitment in Thailand

Digital commerce has experienced significant growth driven by changing consumer behaviors and the increasing influence of social media. Research gaps still remain in understanding how structured social media marketing activities (SMMA) influence electronic word-of-mouth (e-WOM) dissemination, customer commitment, and brand loyalty. So, this research investigates the correlation within the context of Thailand’s dietary supplement sector employed a mixed-methods quantitative approach featuring the Rough Set e-Delphi for qualitative methodology combine experts to analyze the dynamics between social media marketing initiatives and their effects on brand perception, service quality, and customer satisfaction. Through quantitative analysis with structural equation modeling (SEM). The findings demonstrate significant correlations between structured social media marketing activities and improved customer commitment metrics. The results advance theoretical understanding of digital marketing dynamics in the health supplement industry while offering practical insights for marketing strategists and industry practitioners. These findings contribute to the development of effective digital marketing strategies in the competitive health supplement sector and enhance academic knowledge of social media marketing effectiveness in specialized consumer markets.