ปัจจัยที่มีความสำคัญจากการสื่อสารการตลาดที่มีต่อสโมสรฟุตบอลไทยพรีเมียร์ลีก : กรณีศึกษาการสื่อสารการตลาดในรูปแบบสื่อสังคมออนไลน์

Abstract

          The purposes of this study were to study (1) social media behavior, essential factors of social media marketing and consumer purchasing behavior from marketing communication via social media marketing, (2) to compare personal characteristics and social media behavior that influence the consumer purchasing behavior from social media marketing communication, (3) to study the relationship of essential factors from social media marketing that affect purchasing behavior from marketing communication via social media marketing. The sample of this research included all 400 people who used social media on a regular basis. Data collection was done by using the online questionnaires. The statistics involved quantitative study were presented in percentages, arithmetic means, and standard deviation. The hypothesis testing employed the one-way analysis of variance and the regression analysis. The findings can be summarized as follows: The sample was mostly Female and the highest education level of the sample was mostly bachelor degree. In terms of occupation, the sample was mostly private company employees. The sample had an average age of 28.52 years old with an average monthly income of 25,937.50 baht. The research result indicated that (1) the popular social media were Facebook and the main purpose of using social media were to have interactive conversation on interact among friends and network members. The reason to use social media was that social media was quick and easy to communicate. In using online social media, the most active period was from 8.01 pm to 12.00 pm. Mostly, the location to use online social media was at home. And personal computer (PC) was the digital device most respondents made use of when of using online social media. The essential factors of social media marketing communication that influence the purchasing behavior revealed that the sample on average rated social media marketing communication at the highly important level. After using social media marketing communication in cognitive step, affective step and behavioral step, on average the purchases after using social media marketing were at the highest level. (2) The difference in gender did not affect purchasing behavior from marketing communication. But the difference in age, education level, occupation, income, type of social media always used, purpose of social media using, social media reasons for using and social media characteristic for using affect purchasing behavior from social media marketing communication significantly at the level of 0.05 (3) The important factors from social media marketing communication were related to purchasing behavior after using social media marketing communication at cognitive step, affective step and behavior step in the same direction and in different directions significantly at the 0.05 level.