อิทธิพลของรูปแบบการตลาดเชิงเนื้อหาในโมษณาต่อความตั้งใจซื้อ ซีอิ๊วขาว สูตรลดโซเดียม ของผู้ใส่ใจสุขภาพด้านอาหาร

Abstract

This study aims to explore the influence of content marketing formats in advertising on intention to purchase low sodium soy sauce among healthy food conscious consumers. Online questionnaires were used as a tool to collect information from 300 consumers who are healthy food conscious, had seen low sodium soy sauce advertisement at least in one format, and purchased at least once within a year by a quota sampling method divided by the format that they experienced which are three formats; article, photo and video. Data analysis was conducted by using descriptive statistics consisted of frequency, percentage, mean and standard deviation. Multiple regression analysis, that is the inferential statistics, was used in the analysis. The results showed that three formats of content marketing in advertising which are photo, article, and video have influenced on intention to purchase low sodium soy sauce among healthy food conscious consumers with statistically significant at 0.05. The sub-factors for the photo format is the audience is willing to forward, contribute and share with others. Another sub-factor is photo can make the audience easily and quickly to understand. The sub-factors for the article format are able to quickly understand the article in the ads and the articles in the advertisement are accurate and clear presentation. The sub-factors for the video format is the video has unique content that is new and outstanding. These sub-factors influence on the intention to purchase low sodium soy sauce among healthy food conscious consumers. This study will be beneficial for producers and distributors in the soy sauce industry in order to find the right way to create the intention to purchase by using content marketing and produce the most effective advertisement.