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The intersection of traditional spiritual beliefs and digital commerce is reshaping consumer behavior in Thailand. Muketing—a blend of
This study employed a qualitative research design using in-depth interviews with twelve Thai consumers who actively engage in online shopping through e-commerce platforms. Content analysis was conducted to identify key themes related to consumer attitudes, trust, engagement, and purchasing behaviors.
The findings reveal that Muketing enhances consumer attitudes through emotional and cultural relevance, fosters trust via perceived authenticity and spiritual alignment, and boosts engagement through interactive and symbolic content. Participants reported increased purchase intentions when products incorporated rituals, spiritual messaging, or symbolic imagery tied to traditional beliefs.
The study demonstrates that Muketing influences purchasing behavior within the study’s sample by integrating local belief systems with modern marketing practices, thereby fostering culturally resonant consumer bonds. When practiced authentically and ethically, spiritual branding can generate meaningful commercial outcomes. Further research is needed to examine its underlying mechanisms and assess its broader applicability across diverse contexts and consumer groups.
The “
Muketing manifests across multiple dimensions of Thailand’s e-commerce ecosystem (
Despite its growing prevalence and practical relevance, Muketing remains an underexplored area in academic research. Existing studies on e-commerce and consumer behavior in Southeast Asia often focus on technological adoption, logistics, or platform dynamics, while overlooking the cultural and spiritual dimensions of digital marketing. For instance,
In recent years, the convergence of cultural beliefs and digital commerce has given rise to novel marketing phenomena, particularly in emerging economies like Thailand. One such phenomenon is Muketing, a term coined to describe the integration of
Despite the profound impact of the digital revolution in Thailand, a significant portion of the population continues to adhere strongly to traditional beliefs associated with good fortune and the influence of supernatural forces and sacred objects—collectively known in Thai as
The effective implementation of Muketing requires a comprehensive understanding of its foundational principles, brand-related benefits, ethical considerations, and context-specific execution within the e-commerce environment. At its core, Muketing emphasizes the creation of emotional connections and brand differentiation through faith-based narratives that resonate with consumers’ cultural values. Rather than offering superficial promises of luck, Muketing appeals to deeper psychological needs such as emotional security, confidence, and a sense of agency in navigating uncertainty. When grounded in authentic cultural insight, it can enhance brand memorability, foster consumer loyalty, and enable expansion into previously untapped segments. However, its effectiveness is contingent on a balanced value proposition—one that upholds both the tangible quality of products or services and their perceived spiritual significance. Importantly, the ethical dimension of Muketing cannot be overstated. Brands must avoid trivializing or commodifying spiritual practices, and refrain from stereotyping consumers as merely superstitious. Demonstrating authenticity, cultural intelligence, and respectful engagement is not only ethically responsible but also a source of competitive advantage. Companies that approach Muketing with sincerity and empathy are more likely to earn lasting trust and secure long-term market relevance. In the context of e-commerce, Muketing has found particularly fertile ground for growth. Digital platforms such as Facebook and TikTok Shop enable brands to deliver personalized, spiritually themed experiences at scale. Examples include astrologically timed flash sales, live-streamed rituals for product blessings, and curated “lucky” product bundles. These practices embed
In sum, Muketing operates at the intersection of tradition and modernity, revealing both opportunities and tensions within Thailand’s e-commerce landscape. On one hand, it exemplifies cultural continuity by embedding
Belief, ritual, and magical thinking provide a critical conceptual foundation for situating Muketing within consumer research. Rather than treating spiritual motifs as decorative marketing add-ons, these frameworks emphasize how consumption can be infused with cultural logics that reframe everyday choices as symbolically and emotionally significant. In the Thai context,
Magical thinking extends this logic by explaining how consumers attribute causal efficacy to objects, numbers, and rituals. Far from being irrational, such practices can be interpreted through the lens of behavioral economics and cultural psychology as adaptive responses to uncertainty, risk, and aspiration. The attribution of luck or protective power to products is thus not a cognitive error but a culturally legitimized mechanism for restoring agency and fostering optimism (
A critical insight across these frameworks is the role of authenticity. While spiritual cues can generate powerful affective connections, their impact depends on whether they are perceived as culturally sincere or merely commodified. As
Synthesizing these perspectives, Muketing can be conceptualized as an adaptive cultural strategy that mobilizes belief systems, ritual practices, and magical thinking to reconfigure digital consumption. By transforming shopping into a spiritually anchored and emotionally resonant experience, Muketing positions brands not only as providers of products but also as participants in sustaining cultural traditions and social meaning. This elevates marketing from transactional persuasion to cultural performance, where authenticity, ritual continuity, and symbolic efficacy determine long-term consumer trust and loyalty.
In the context of online environments and e-commerce, trust and engagement are deeply interconnected and serve as foundational pillars for sustainable success (
Once trust is established, businesses can enhance customer engagement through a range of personalization strategies, such as tailored product recommendations and customized content experiences. Interactive features—including user-generated content and live shopping events—also contribute to deeper consumer involvement (
In relation to Muketing, trust and engagement in online environments acquire distinctive cultural and symbolic dimensions. Spiritualized marketing practices, such as astrologically timed promotions or product blessing rituals, can foster a sense of authenticity and intimacy that strengthens consumer trust by aligning commercial offerings with culturally embedded values. Yet, these same practices also generate tensions: while they enhance engagement through culturally resonant narratives, they risk being perceived as exploitative if reduced to superficial gimmicks or profit-driven theatrics. This duality highlights a contradiction at the heart of Muketing—its capacity to inspire both profound emotional connection and skepticism about the commodification of sacred beliefs. From a theoretical perspective, this interplay situates Muketing within consumer culture theory, where trust is not only built through functional assurances of security and reliability but also through symbolic affirmation of identity, belief, and community. Engagement, therefore, extends beyond transactional interaction to encompass affective, ritualized participation in digital spaces where commerce and spirituality intersect. Ultimately, Muketing illustrates how trust and engagement are renegotiated in e-commerce: they are no longer derived solely from rational assurances of safety and value, but also from the cultural legitimacy and ethical integrity with which businesses embed spiritual traditions into the digital marketplace.
E-commerce has significantly reshaped consumer attitudes and purchasing behavior, fundamentally transforming the way individuals discover, evaluate, and acquire goods and services. This transformation is driven by several key factors, including the growing demand for convenience, personalized experiences, technological advancements, and evolving expectations around transparency, ethics, and security (
As purchasing behavior evolves, e-commerce continues to dominate, enabling product discovery, comparison, and transaction in real time. Social media platforms have increasingly evolved into influential channels for social commerce (s-commerce), allowing consumers to engage in direct in-app purchasing, often shaped by livestream marketing and endorsements from social media influencers (
Key drivers that influence online purchase decisions include platform design and user experience, with fast-loading, intuitive, and mobile-optimized platforms. High-quality product content, responsive customer service, flexible return policies, and clear pricing strategies also contribute to consumer trust and satisfaction. Security and transparency regarding data protection remain essential, as does the presence of social proof in the form of user-generated content and reviews. Personalization, convenience, and the ability to navigate the shopping journey across channels without friction are now seen as basic expectations rather than added benefits. In this dynamic and rapidly evolving digital landscape, businesses that recognize and respond to these shifts in consumer behavior are better positioned to cultivate loyalty, drive engagement, and achieve sustained success in the competitive e-commerce environment (
In the context of Muketing, evolving consumer attitudes and purchase behavior reflect not only rational preferences for convenience, personalization, and security but also cultural orientations toward meaning, spirituality, and emotional assurance. While conventional e-commerce strategies emphasize efficiency and functionality, Muketing taps into deeper symbolic drivers by embedding Mutelu-inspired narratives into the shopping journey. Practices such as spiritually “blessed” products, astrologically aligned promotions, or influencer endorsements framed through sacred symbolism align consumption with broader cultural values, thereby reshaping purchase decisions beyond price sensitivity or product quality alone. Yet, this convergence of commerce and spirituality introduces tensions: consumers may embrace Muketing for the sense of empowerment and emotional stability it provides, but they may also question the authenticity of brands that appear to exploit sacred traditions for profit. Theoretically, this duality can be understood through consumer culture theory, which highlights how purchase behavior is informed not only by utilitarian calculations but also by symbolic meaning-making within cultural systems. Muketing thus demonstrates how e-commerce is evolving into a hybrid space where rational decision-making coexists with ritualized, affective consumption—underscoring both the opportunities for differentiation and the ethical challenges of commercializing belief.
The integration of cultural and spiritual symbolism into marketing strategies—known as Muketing—demonstrates how brands can move beyond superficial cultural references to create meaningful consumer connections. The Pink Lady Apples campaign during Chinese New Year exemplifies this approach by embedding Thai
Similarly, MK Restaurants adopted Muketing not merely as a promotional device but as a holistic business strategy. Rebranding four of its outlets as MongKol restaurants (“MongKol” meaning “auspicious” in Thai), the company integrated lucky numbers, colors, and auspicious dates into its core identity and physical environment. The initiative extended to the introduction of five special “auspicious offering” sets for family celebrations during Chinese New Year, following a prior year’s success in which 40,000 sets were sold and sales increased by 25 percent. By embedding Muketing into tangible spaces and product offerings, MK created an immersive customer experience that extended beyond surface-level messaging. This case illustrates how Muketing, when aligned with cultural rituals and consumer values, can strengthen brand loyalty and position a business as a trusted participant in spiritual and festive traditions (
In contrast, DTAC’s personalized lucky number campaign underscores how Muketing can be combined with digital innovation to expand consumer engagement. Partnering with numerologist Ajarn Chang, DTAC launched a “number health check” platform that personalized mobile numbers based on three numerological theories—numerical sums, pair sequences, and astrological alignment. By curating individualized options from over 100,000 possible numbers, the initiative moved beyond generic auspicious offerings to provide tailored spiritual alignment in areas such as finance, career, and relationships. Supported by a multi-channel media strategy—including television, Facebook Live fortune-telling, and retail partnerships—the campaign successfully bridged digital and physical spaces, positioning DTAC as more than a telecom provider. By systematizing numerological practices within a customer-centric platform, DTAC cultivated lasting emotional connections and enhanced its cultural resonance (
Taken together, these cases illustrate the versatility of Muketing as both a symbolic and strategic practice. Whether through ritualized product symbolism, immersive spatial rebranding, or data-driven personalization, successful campaigns align marketing with deeply held cultural and spiritual traditions. In doing so, they transform consumer goods and services into meaningful cultural artifacts that reinforce emotional bonds, strengthen trust, and embed brands within the fabric of everyday ritual life.
This study employed a qualitative approach to collect in-depth insights from Thai e-commerce consumers regarding their perceptions, experiences, and attitudes toward Muketing. The data were gathered through semi-structured in-depth interviews, designed to allow participants to express their views freely while ensuring consistency across key themes relevant to the research objectives.
Given the exploratory nature of this research, a semi-structured interview guide was developed as the primary data collection instrument to investigate Thai consumers’ perceptions, experiences, and behavioral responses toward Muketing in e-commerce. The guide was carefully designed to capture the nuanced interplay between spiritual beliefs and digital consumer behavior, focusing on four key dimensions: attitudes, trust, engagement, and purchasing decisions. The instrument included open-ended questions across six thematic sections: consumer profile, awareness and perceptions of Muketing, experience and influence, emotional and cultural relevance, critical views and concerns, and closing reflections. To ensure validity, the study employed qualitative methods designed to capture participants’ authentic experiences, rather than relying on pre-existing scales or numeric measures. Interview questions were initially developed based on a comprehensive review of the literature on Muketing and digital consumer behavior and were evaluated by experts for clarity, cultural relevance, and alignment with research objectives. A pilot test with two participants provided practical feedback: one participant noted that the term “spiritual symbolism in product marketing” was unclear, while another found questions about “digital engagement behaviors” too broad. Additionally, the sequence of questions sometimes disrupted the natural flow of participants’ narratives. In response, the interview guide was revised to clarify terminology, rephrase ambiguous questions into contextually meaningful language, and reorder questions to facilitate a more conversational flow. Data were then systematically analyzed using content analysis, allowing themes and categories to emerge directly from participants’ responses rather than being imposed by the researchers. This iterative process of expert review, pilot testing, and guided refinement enhanced the credibility and trustworthiness of the study’s findings.
This study employed purposive sampling to select participants who could provide rich, experience-based insights into the influence of Muketing on digital consumer behavior. Participants were chosen based on the following inclusion criteria: (a) aged between 18 and 45 years; (b) Thai nationals actively engaged in online shopping via platforms such as Shopee, Lazada, TikTok Shop, or Facebook Marketplace; and (c) familiar with or having previously encountered Mutelu-inspired marketing or spiritually themed promotions online. A total of 12 participants were interviewed, which allowed for a manageable yet diverse range of perspectives while ensuring data saturation. This aligns with qualitative research guidelines indicating that saturation is typically achieved within 9–17 interviews (
Respondents’ demographic information and interview dates and times.
| No. | Gender | Age | Occupation | Most frequently used e-commerce platform | Date and time of interview |
|---|---|---|---|---|---|
| R1 | Male | 26 | Private sector employee | TikTok shop | May 8, 2025 at 09:30 a.m. |
| R2 | Male | 32 | Freelancer | Shopee | May 8, 2025 at 11:00 a.m. |
| R3 | Male | 41 | Private sector employee | Facebook Marketplace | May 8, 2025 at 01:00 p.m. |
| R4 | Male | 25 | Salespersons | Lazada | May 14, 2025 at 09:00 a.m. |
| R5 | Male | 33 | Salespersons | Lazada | May 14, 2025 at 11:00 a.m. |
| R6 | Male | 19 | University student | TikTok shop | May 14, 2025 at 01:00 p.m. |
| R7 | Female | 22 | Private sector employee | Lazada | May 19, 2025 at 09:00 a.m. |
| R8 | Female | 24 | Private sector employee | Shopee | May 19, 2025 at 10:30 a.m. |
| R9 | Female | 19 | University student | TikTok shop | May 19, 2025 at 01:30 p.m. |
| R10 | Female | 30 | Private sector employee | Facebook marketplace | May 26, 2025 at 09:00 a.m. |
| R11 | Female | 36 | Salespersons | Lazada | May 26, 2025 at 10:30 a.m. |
| R12 | Female | 29 | Freelancer | TikTok shop | May 26, 2025 at 01:00 p.m. |
As presented in
Data collection was conducted in May 2025, over a four-week period using semi-structured, in-depth interviews designed to capture the complexities of how Muketing shapes consumer attitudes, trust, engagement, and purchasing behavior. Interviews were carried out in Thai, either face-to-face or via secure online platforms such as Zoom and Google Meet, depending on participant preference and logistical considerations. Each session lasted between 30 and 45 min.
This study was conducted in accordance with national and institutional ethical standards governing research in the social sciences. All participants were provided with clear information regarding the study’s objectives, procedures, and their rights, including the right to withdraw at any time without consequence. Informed consent was obtained prior to participation. Only individuals aged 18 years or older were included, and all participation was entirely voluntary. The research was non-medical in nature, posed no physical or psychological risk, and did not involve vulnerable populations. Anonymity and confidentiality were strictly upheld; no personally identifiable information was collected, and all responses were pseudonymized or reported in aggregate to prevent identification. Based on the nature of the research and in accordance with the criteria outlined by Thailand Science Research and Innovation (TSRI) No. 3(3), ethics approval may be waived for studies involving human participants in the behavioral and social sciences when they do not affect the body, mind, cells, genetic materials, or behavior, and when data are collected anonymously, such as through interviews or questionnaires where participants cannot be identified directly or indirectly (
This study employed qualitative content analysis as a systematic yet flexible approach to interpret textual data, enabling both manifest and latent meanings to be synthesized into broader thematic patterns. Transcripts were reviewed iteratively, coded line by line, and condensed into categories, which were subsequently aggregated into higher-order themes aligned with the research objectives. To enhance rigor, the research team conducted collaborative coding: the primary researcher led the initial coding, while other team members independently coded selected transcripts. Discrepancies were discussed until consensus was reached, strengthening inter-coder reliability and incorporating multiple perspectives to reduce interpretive bias. An audit trail—including analytic memos and reflexive notes—was maintained to ensure transparency and traceability of analytic decisions. Data saturation was systematically monitored across twelve interviews; by the tenth interview, no new codes emerged, and the final two interviews confirmed existing categories. This approach enabled the systematic organization of complex, narrative-rich data while capturing the nuanced ways in which Thai consumers engage with Muketing in digital marketplaces. It allowed the researchers to uncover underlying cognitive and affective processes driving consumer attitudes, trust formation, and purchase behaviors, while ensuring methodological rigor and enhancing the credibility, dependability, and trustworthiness of the findings.
The findings from the qualitative interviews reveal how Muketing significantly shapes consumer behavior in Thailand’s e-commerce landscape. The analysis highlights four key areas of influence: consumer attitudes, trust, engagement, and purchasing behavior—each connected to online shopping experiences and digital marketing environments.
Muketing fosters positive consumer attitudes toward online products and brands by embedding spiritual and cultural significance into digital marketing. Participants reported that encountering spiritually themed messages—such as auspicious product names, lucky colors, or numerology-based branding—on platforms like Shopee, TikTok Shop, or Lazada made them feel more confident and emotionally connected to the product. These symbolic cues influenced how consumers perceived value, with many noting they were more inclined to explore or consider products that conveyed messages of good fortune or protection.
“Honestly, I feel more drawn to them. If a product says it brings wealth or protection, I pay more attention. Even if I didn’t plan to buy, I’ll click just to see more.” (R2, Personal communication).
“It’s the emotional feeling. Like, if the product name includes the word “blessing” or uses a lucky color like gold or red, I just feel it’s more meaningful. It’s not just another item—it feels like it can bring something good into my life.” (R3, Personal communication).
“If I feel a positive energy from the product, like it aligns with my beliefs, I’m more open to it—even if it’s a bit more expensive.” (R8, Personal communication).
“Mostly TikTok Shop. Some sellers really know how to present things. They use the right words, colors, even the timing when they post. It just gives a better vibe overall.” (R12, Personal communication).
As a result, Muketing enhances emotional receptiveness and cultural familiarity within the e-commerce environment, shifting online browsing behavior from mere price comparison to meaning-driven engagement.
In the digital marketplace, where physical product inspection is impossible, trust becomes a crucial factor. Muketing contributes to trust formation when online sellers demonstrate cultural authenticity—for example, by including videos of blessing rituals, photos with monks, or testimonials from spiritual influencers. Participants expressed greater trust in products that were advertised with such rituals or symbolic elements, particularly when sellers explained the spiritual context clearly and sincerely. Conversely, when consumers encountered Muketing that appeared superficial or insincere, they questioned the credibility of both the seller and the platform.
“For me, trust is a big deal because I can’t physically see or touch the products. I rely a lot on how sellers present themselves and their products. If I see videos or photos showing cultural rituals or blessings related to the product, it feels more genuine and trustworthy.” (R1, Personal communication).
“Once, I saw a seller who included a video of a monk blessing the product before shipping. They also had testimonials from spiritual influencers explaining the significance. It made me feel the product was respected and cared for, not just sold for profit.” (R4, Personal communication).
“I think if the seller respects cultural traditions, they probably respect customers too. And if this happens on a platform where many sellers do this authentically, it raises my trust in the whole platform. Some sellers use cultural symbols just to attract attention but don’t explain their meaning or context. It feels fake, like they are just copying others without real respect. That made me doubt their products and even the platform for allowing it.” (R7, Personal communication).
“Absolutely. Secure transactions matter, but cultural integrity matters too. When sellers show they genuinely care about the spiritual or cultural aspect, I feel more confident buying from them.” (R8, Personal communication).
“Muketing bridges the gap between online shopping and real-world cultural values. When done sincerely, it builds trust not just in the product, but also in the people behind it and the platform hosting the sale. It’s a unique way to connect emotionally with consumers. If platforms encourage authentic Muketing, it can improve trust and loyalty significantly.” (R10, Personal communication).
This indicates that in e-commerce, trust is not only about transaction security but also about perceived cultural integrity.
Muketing significantly increases engagement with digital content across e-commerce platforms. Respondents reported being highly attracted to spiritually themed livestreams, such as flash sales conducted during astrologically favorable hours or influencers unboxing “blessed” products. Platforms like TikTok Shop and Facebook Marketplace were mentioned as particularly effective in delivering immersive Muketing experiences. Interactive elements—such as horoscope-based product filters, comment sections for sharing personal beliefs, or limited-time rituals—prompted users to spend more time browsing and interacting with content.
“I find it really engaging. For example, livestreams during certain lucky hours grab my attention more than regular sales. It feels like there’s an added energy or meaning to the event. TikTok Shop is a good example. I watched an influencer unbox a product that was “blessed” by a monk. It wasn’t just about the product—it felt like a special experience, and I stayed watching longer than usual.” (R3, Personal communication).
“I like how some platforms, like Lazada, let you filter products by horoscope signs or auspicious dates. Also, comment sections where people share their spiritual stories make me want to join the conversation. It feels more like a community than just shopping.” (R5, Personal communication).
“Definitely. I spend more time browsing when there are rituals or limited-time spiritual activities happening. It’s fun and connects me to others with similar beliefs.” (R7, Personal communication).
“Muketing encourages more than just buying—it creates a sense of community. It’s like being part of a group that shares values and interests. That’s a powerful way to keep people coming back and feeling engaged.”: (R11, Personal communication).
These activities extended beyond transactional behavior, fostering community-like engagement driven by shared spiritual interest.
Muketing plays a decisive role in driving online purchase decisions. Many participants described buying products not only for their functional use but also for their spiritual promise—such as “career-enhancing amulets” or “lucky charm cosmetics.” Product descriptions that highlighted spiritual benefits increased urgency and desirability, especially when paired with platform-exclusive deals or time-sensitive offers. In some cases, consumers postponed or timed their purchases to align with lucky days, as suggested by spiritual influencers or online sellers. Moreover, features like “blessed bundles” or zodiac-specific promotions led to repeat purchases and increased average order value.
“Sometimes I buy products not just because they’re useful, but because they have spiritual meaning. For example, I once bought an amulet that was said to help with career success. That spiritual promise was a big factor. I think having an amulet will help me pass the exam.” (R6, Personal communication).
“When sellers highlight things like “lucky charm cosmetics” or “blessed items,” it makes the products feel more desirable. If there’s also a special deal or a limited-time offer, I feel more urgency to buy.” (R8, Personal communication).
“Some sellers or spiritual influencers suggest buying on certain dates that are considered lucky. I’ve delayed purchases to match those days because I believe it might bring better results.” (R9, Personal communication).
“I’ve bought bundles that come with blessings or promotions tied to my zodiac sign. It made me more likely to buy again from the same seller and even increased how much I spent.” (R10, Personal communication).
“Muketing changes how I view shopping online. It makes online shopping feel personal and spiritually connected, not just transactional.” (R12, Personal communication).
This demonstrates that Muketing transforms e-commerce from a utility-based transaction into a belief-driven shopping ritual.
The findings of this study reinforce the view that Muketing—the integration of
First, the study highlights how Muketing cultivates positive consumer attitudes by embedding spiritual significance into online products and branding. Participants reported stronger emotional connections and increased attention to products with auspicious names, lucky colors, or sacred affiliations. This aligns with
Regarding trust, the study reveals that Muketing strategies rooted in authenticity—such as the inclusion of blessing rituals, endorsements by spiritual influencers, and symbolic packaging—serve as cultural proxies for product credibility and seller integrity. This complements the work of
The study also illustrates that Muketing enhances consumer engagement through interactive, ritual-oriented content, particularly on platforms like TikTok Shop. Participants described greater enjoyment and prolonged browsing during astrologically timed livestreams or spiritually themed flash sales. These findings reflect earlier research by
Perhaps most significantly, the study confirms that Muketing actively drives purchasing behavior. Participants cited spiritual beliefs as motivating factors in their buying decisions, often prioritizing auspicious products, engaging in repeat purchases, or timing transactions based on lucky dates. This finding extends the conclusions of
Collectively, these insights point to Muketing as a strategically adaptive and culturally embedded marketing model that aligns with the evolving expectations of Thai consumers in a digitized economy. While global e-commerce emphasizes personalization and convenience, Muketing adds a layer of cultural meaning and emotional resonance that enhances perceived product value and long-term brand loyalty. This supports the broader theoretical assertion made by
While the findings demonstrate Muketing’s capacity to enhance consumer attitudes, trust, and engagement, they also reveal important limitations. Several participants expressed skepticism when spiritual elements were perceived as superficial or insincere. For example, when sellers employed auspicious symbols without explanation or cultural grounding, respondents described the practice as “fake” or merely imitative, which undermined their confidence in both the seller and the platform. This suggests that Muketing’s effectiveness is contingent not only on the use of spiritual motifs but also on the authenticity with which they are presented.
These reactions highlight a broader ethical concern: the potential commodification of sacred traditions. Prior research cautions that marketing which trivializes or exploits spiritual symbols risks alienating belief-driven consumers and damaging long-term brand credibility (
The increasing prevalence of Muketing also raises ethical concerns. Several participants expressed discomfort with inauthentic or exploitative use of spiritual themes, indicating that Muketing’s effectiveness is contingent on cultural sincerity. As
Moreover, insincere practices carry reputational risks amplified by digital platforms. Negative word-of-mouth, especially in highly networked environments, can rapidly erode consumer trust and loyalty.
To mitigate these risks, brands must approach Muketing with transparency, cultural sensitivity, and respect for the underlying belief systems. Rather than relying on symbolic decoration, effective strategies should communicate genuine alignment with consumers’ values and provide clear contextual meaning. Establishing this sincerity is not only ethically responsible but also critical to sustaining trust and preventing consumer skepticism in Thailand’s rapidly evolving faith economy.
This study explored the phenomenon of Muketing and its impact on consumer behavior within Thailand’s e-commerce sector. Based on qualitative data from interviews with Thai online shoppers, the findings revealed that Muketing shapes consumer attitudes, enhances trust in sellers and platforms, fosters engagement through culturally resonant content, and influences purchase decisions grounded in spiritual symbolism and emotional significance. These results highlighted the enduring role of traditional beliefs in shaping contemporary consumption behavior, particularly in digital environments where consumers seek not only transactional value but also connection, meaning, and reassurance.
The study concluded that Muketing is present and appears to influence purchasing behavior within the study’s sample. It emerges as an adaptive strategy that integrates local belief systems with modern marketing practices, offering businesses an innovative means to strengthen emotional bonds with consumers in culturally sensitive markets. The findings further suggested that spiritual branding extends beyond symbolic representation, potentially driving tangible commercial outcomes when applied with authenticity and ethical consideration. Future research should investigate the underlying mechanisms of Muketing and assess its broader applicability across different contexts and consumer segments.
This study makes contributions to the literature on digital consumer behavior, cultural marketing, and belief-driven consumption. It adds to research on digital consumer behavior, cultural marketing, and belief-driven consumption. It introduces Muketing as an example of how local spiritual practices, like
This research offers practical insights for marketers, e-commerce platforms, and entrepreneurs working in culturally diverse markets. Businesses can make products more appealing by including spiritual symbols, auspicious colors, and stories of luck and protection in their branding and content. Authenticity is key: consumers can tell if cultural references are sincere, and superficial use of spiritual motifs can harm trust and reputation. Effective Muketing requires both cultural awareness and genuine respect for the beliefs behind the practices. E-commerce platforms can also engage users through features like astrologically timed sales, spiritually themed livestreams, or ritual-based product bundles, helping build a sense of community among like-minded consumers. Ethically, marketers must avoid exploiting cultural beliefs and present such content transparently and responsibly. As spiritual content becomes more common in digital commerce, industry stakeholders and regulators may need to develop guidelines to protect consumers and preserve cultural integrity.
While this study offers important insights into the role of Muketing in shaping consumer behavior within Thailand’s e-commerce sector, several limitations should be acknowledged. The qualitative design relied on a purposively selected sample of twelve participants aged between 18 and 45. Although data saturation was achieved and participants represented diverse perspectives, the limited scale restricts the generalizability of findings to the wider population of Thai online consumers. Larger-scale quantitative or mixed-method approaches would enhance statistical validity and allow for broader demographic comparisons. In addition, the study focused on consumers already familiar with Mutelu-inspired marketing, thereby excluding neutral or skeptical perspectives and narrowing the diversity of attitudes captured. The analysis also underexplored the cultural, psychological, and ritual dimensions underpinning engagement with Muketing, highlighting the need for deeper theoretical integration of belief, ritual, and magical thinking frameworks to explain how Mutelu influences decision-making, agency, and coping strategies in uncertain contexts.
The cultural specificity of the study further limits the transferability of its findings. While the Thai context enriches the analysis, comparative studies across Southeast Asia—such as in Indonesia, Laos, or the Philippines—would help distinguish universal features of belief-driven marketing from context-specific practices. As digital technologies advance, future research should also examine how innovations such as AI personalization, virtual and augmented reality rituals, or AI-generated horoscopes may reshape Muketing and influence consumer trust in faith-based commerce. Longitudinal designs would provide valuable insights into the sustainability and long-term impacts of such strategies. Addressing these avenues would extend the current findings and advance theoretical and practical understanding of how cultural traditions, technological innovation, and consumer behavior intersect in the digital economy.
The raw data supporting the conclusions of this article will be made available by the authors, without undue reservation.
This study was conducted in accordance with national and institutional ethical standards governing research in the social sciences. All participants were provided with clear information regarding the study’s objectives, procedures, and their rights, including the right to withdraw at any time without consequence. Written informed consent was obtained prior to participation. Only individuals aged 18 years or older were included, and all participation was entirely voluntary.
PL: Resources, Funding acquisition, Conceptualization, Project administration, Methodology, Investigation, Visualization, Validation, Writing – review & editing, Writing – original draft, Supervision, Formal analysis, Software, Data curation. YS: Data curation, Project administration, Validation, Writing – original draft, Funding acquisition, Software, Formal analysis, Resources. TK: Formal analysis, Writing – original draft, Project administration, Resources, Software, Validation, Funding acquisition. SA: Software, Resources, Validation, Writing – original draft, Funding acquisition. RN: Funding acquisition, Writing – original draft, Resources, Validation, Data curation, Software.
The author(s) declare that no financial support was received for the research and/or publication of this article.
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The authors declare that Gen AI was used in the creation of this manuscript. During the preparation of this manuscript, the authors utilized the GPT-4o model to assist with language refinement and optimization of select sections. All content was subsequently reviewed and revised by the authors, who assume full responsibility for the final version of this publication.
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