The main objective of this research was to identify the effective digital marketing channel in targeting the purchase of beauty products by consumers in Thailand. The finding of this research revealed that Blog, Virtual Community, Facebook, Instagram, Broadcast Ads and Line all have influence on purchase intention. Furthermore, the result shows that In-Stream advertising has the most significant influence on consumers' purchase intention for beauty products.
At the time when the term "Digital Marketing" sounded unfamiliar to people, the marketers were racing against each other and trying to make their product or service stand out from the market. With all the internet and social networking, the people get more access to the information and they get it fast. It is essential for brands to choose the right method and the right channels to communicate their message to the customers.
Since my work involves in an aesthetic industry, I find the marketing of beauty products very challenging and exciting. Therefore, I would like to conduct this study to find out the most effective digital marketing channels for beauty products in Thailand.
LITERATURE REVIEW
- Problem Statement
- Blogs
- Virtual Communities
- Facebook (Official Page)
- Instagram (Official)
- In-stream Ads
- Official Line Account
- Research Framework
- Conceptual Framework
It has become one of the most popular apps for consumers to seek advice before choosing a place to visit. Virtual Communities have also pushed the boundaries of WOM (Word Of Mouth) further and further. Also, nowadays electronic word of mouth (eWOM) has been one of the main strategies that many companies apply to promote the intention to buy from consumers.
The emotional factors include CSR activities on the Facebook page which show a significant influence on the consumers and the use of images and presentation of the products and services have a slight influence on the consumers. Furthermore, the brands, packaging and overall appearance of the product are crucial in promoting consumer purchase intention. It has been found that promotions and coupons are the two things that most influenced consumer action (purchasing).
The conclusion is that there was a positive relationship between line Official Accounts and intention to purchase products/services. She added that content you send to consumers that includes images, videos and sounds can grab consumers' attention.
METHODOLOGY
Research Design
- Sampling method
- Data Collection
Data analysis Method
RESEARCH FINDING AND DISCUSSION
- Demographic Profile
- Descriptive Statistics
- Purchasing frequency of Beauty Products
- Search used when searching for beauty product information Figure 4.3 shows a search channel that the respondents use when searching for beauty
- Effective Digital Marketing Channel
- Purchase Intention
- Correlation Analysis
- Blog
- Virtual Community
- Facebook Page
- In-stream Advertising
- Line Official Account
- Linear Regression Analysis
- Research Discussion
60% of the respondents buy the products less than once a week, 25% buy the products once or twice a week, 10% of them buy the products 3-4 times a week and the rest admit that they buy beauty products 5 - 6 times a week or every day (6%). In the questionnaire the researcher forces the participants to choose only one channel from the given choices and the result is as follows Virtual Community (37%), Facebook (25%), Blog (17%), YouTube (14%) and Instagram. (8%). I am willing to participate in CSR activities of beauty products that I see on Facebook such as Mini Marathon charity run, makeup workshop charity etc.
I believe that people who post beauty products on their Instagram account actually use the products. The 'in-stream' ad that appears before/during the video online makes me remember the products. The 'in-stream' advertisement that appears before/during the video online makes me want to know more about the beauty products.
From Figure 4.4, the respondents' belief that bloggers actually write their real experience from using the product shows a strong relationship with the credibility of the information received by the blogger. From Figure 4.5, respondents who believe that comments given by members of the virtual community can help them make the right decision show a strong relationship with the intention to purchase a product that is recommended by the virtual community. From Figure 4.6 respondents who believe that comments given by members of the virtual community can help them make the right decision show the strongest relationship with the intention to purchase a product that is recommended by the virtual community.
From Figure 4.7, the respondents who feel that it is more convenient for them when searching for product information show a strong relationship with IGQ1 (think that the product images from Instagram are more attractive) and IGQ4 (I look for information on Instagram before I buy beauty products. ). From Figure 4.8, ISQ1 ('In-stream' advertising that appears before/during the video online makes me remember the products) shows a strong relationship with ISQ2 ('In-stream' advertising that appears before/during the video online , makes me want to know more about the beauty products) and ISQ4 (I can remember 'in-stream' advertisements for beauty products that I saw earlier.) In addition, ISQ2 also shows the strongest relationship with intention to purchase a product based on information received from In-stream ads. From Figure 4.9, LQ1 (I read beauty product information/promotion from official line account.) shows a strong relationship with LQ4 (LINE stickers help me remember beauty product (brand) more easily.) Moreover, LQ4 also shows a strong relationship with intention to buy a product based on information received from official line account.
A linear regression analysis was conducted to identify the most effective digital marketing channel in targeting consumers to purchase beauty products in Thailand. According to the findings, 6 channels were analyzed to identify the effective digital marketing channel in the purchase intention of beauty product consumer in Thailand. Regarding Figure 4.2, Virtual Community is considered the most used channel for searching for beauty product information.
And based on the information from Figure 4.5, Virtual Community is a popular research channel because most people believe that the Virtual Community advice form can help them make a right decision when purchasing the product. Furthermore, the result shows that In-stream Advertising has the most significant influence on the purchase intention of beauty products by consumers in Thailand.
CONCLUSION AND RECOMMENDATION
Limitation and Recommendation for Future Research
Conclusion
Research into the effect of in-stream video advertisements on consumers' feelings, cognitions, attitudes and behaviors. Retrieved from https://www.researchgate.net/publication Evaluat-ing_the_influence_of_YouTube_advertising_for_attraction_of _young_customers. The relationships and influence of factors influencing the purchase intention of facial care products through Instagram application of women in Bangkok.
Most famous social networking sites worldwide as of April 2017, ranked by number of active users (in millions). Retrieved from http://www.adweek.com/digital/twitter-says-users-now-trust-influen cers-nearly-much-their-friends-171367/. Recode Retrieved from https://www.recode.net transcript-instagram-ceo-kevin-systrom-facebook-photo-video-recode-decode.
Do virtual community types matter for the effects of online advertising and electronic word of mouth?.
APPENDICES
Appendix A: Introduction
โปรดอานกอนเริ่มทําแบบสอบถาม
Which channel do you use to search for information about beauty products? Pantip.com, Jeban.com, Wongnai.com).
บล็อกตางๆ Virtual Community
Never ไมเคยเลย
Rarely นานๆ ครั้ง
Sometimes บางครั้ง
Often บอย
Almost Always
4 Blogs
บล็อกตางๆ
โปรดทราบวา
Blog บล็อก
Please indicate to what extent you agree or disagree with each of the following statements
Strongly Disagree
Disagree 2
Agree 3
Strongly Agree
4 I look for information from bloggers before
นั้นเชื่อถือได) BGQ3
Virtual Community (Online Community)
Strongly Disagree
Strongly Agree
4 The virtual community members are
ความงาม) VCQ1
คําแนะนําโดยสมาชิกจากสังคมออนไลน ชวยให
Facebook เฟสบุก
4 Facebook มีข้อมูลมากมายสำหรับฉัน รวมถึงคำติชมของลูกค้า การถูกใจแฟนเพจ และผลิตภัณฑ์ FBQ3 ฉันยินดีที่จะเข้าร่วมกิจกรรม CSR ของผลิตภัณฑ์เครื่องสำอางที่ฉันเห็นบน Facebook เช่น งานวิ่งการกุศลมินิมาราธอน เวิร์คช็อปการแต่งหน้าเพื่อการกุศล เป็นต้น
4 Image of beauty product from Instagram seems more
In-stream Ads (Commercial ads that run before and during the video such as in Youtube, Facebook, Mthai, LineTV)
ผลิตภัณฑ์ความงามที่มีโฆษณา 'ในสตรีม' มีความน่าสนใจมากกว่า ISQ2 ผลิตภัณฑ์ความงามที่มีโฆษณา 'ในสตรีม' มีความน่าสนใจมากกว่า สามารถจดจำโฆษณาคั่นระหว่างหน้าในสื่อออนไลน์ได้ เช่น YouTube MThai Line-TV) ผลิตภัณฑ์เสริมความงาม
เคยเห็นได) ISQ4
Official Line Account
4 I read beauty product information/ promotion from
Demographic Questions
ข้อใดต่อไปนี้อธิบายรสนิยมทางเพศของคุณได้ดีที่สุด o Streight ชอบคนที่มีเพศตรงข้าม 1 o Streight ชอบคนที่มีเพศตรงข้าม 1. กรุณาระบุระดับการศึกษาของคุณ กรุณาระบุระดับการศึกษาของคุณ ระดับการศึกษาสูงสุดของคุณ: o ปัจจุบันอยู่ในโรงเรียนมัธยม (ปัจจุบันอยู่ในโรงเรียนมัธยม)
