Integrated Marketing Communication, Brand Equity, and Content Marketing Strategy Affecting Consumer Decision-Making Process on Housing Loan Services among First Jobber Consumers in Bangkok: A Case Study of a Certain Government Financial Institution
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Abstract
This study aims to study the factors of brand equity, integrated marketing communication, and content marketing that affect the consumer decision-making process for Housing Loans among First Jobber consumers in Bangkok. Then, the knowledge will be used to develop and implement an integrated marketing communication strategy to increase First Jobber customers for a certain Government financial institution. The research involves both qualitative and quantitative methods. For qualitative research, in-depth interviews are conducted with purposively sampled individuals, including bank personnel involved in media production, marketing officers, and loan officers. Quantitative data is collected through online questionnaires from a convenience sample of individuals currently employed, aged 23-29 (First Jobbers), residing in Bangkok. The study findings reveal that brand equity, integrated marketing communication, and content marketing significantly impact the decision-making process for Housing Loans among First Jobber consumers in Bangkok. The researcher analyzes the qualitative data to identify the causes of the problems and utilizes the quantitative data to develop integrated marketing communication strategies to broadcast Sustainability Banking information to enhance the brand equity of a certain Government financial institution’s loan services among First Jobber consumers.
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