การสื่อสารการตลาดผ่านช่องทางออนไลน์ที่มีผลต่อการรับรู้ภาพลักษณ์แบรนด์ตือคาโคช้างม่อยของผู้บริโภคเจเนอเรชันวาย

Abstract

This study aims to investigate the impact of marketing communications through online channels on the brand image perception of Tuecaco Chang Moi among Generation Y consumers. The research also explores the awareness of marketing communication elements through online channels among Generation Y consumers. Data were collected using an online questionnaire from a sample of 400 individuals. The data were then analyzed using descriptive statistics, inferential statistics, and multiple regression analysis. The study's results revealed that the majority of respondents were female civil servants, with a bachelor's degree being the highest level of education. Their average monthly income ranged from 10,000 to 25,000 baht. They typically purchased Tuecaco Chang Moi products from the Chang Moi branch store, buying 3-4 times with an average expenditure of 40-50 baht each time over a span of 6 months. Most respondents had been aware of the Tuecaco Chang Moi brand for 1-5 years through social media and had encountered news about the brand through Lineman online channels. The results of the study found that respondents were aware of the components of communication through online channels of Tuecaco Chang Moi. The component that they perceived most clearly was Digital Public Relations, followed by Sales Promotion offers, Affiliate Marketing, and Social Media Marketing, respectively. Additionally, there is an awareness of the brand image of the Tuecaco Chang Moi store. The element that is most clearly perceived is the perception of product benefits, followed by the perception of product characteristics and perception according to attitude towards the brand, respectively. It was found that there are two online marketing communication factors that affect the perception of the brand image of Tuecaco Chang Moi among Generation Y consumers: strategic communication that builds relationships and affiliate marketing.