FACTORS IN CONTENT MARKETING COMMUNICATION AND THEIR EFFECT ON CONSUMER BEHAVIOR AND SUBSEQUENT SOCIAL PHENOMENON

Abstract

This research aimed to: 1) examine the marketing communication factors of digital content related to Moo Deang that engage followers and generate social trends; 2) investigate followers’ consumer behavior toward Moo Deang–related content in terms of perception, attitude, and response; and 3) analyze the marketing communication factors influencing followers’ consumer behavior in perception, attitude, and response that lead to social trends.

This study employed a quantitative research design. Data were collected through questionnaires administered to 431 followers of the “Kha Moo and the Gang” page. The data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (multiple regression analysis). The findings revealed that most respondents were female, held a bachelor’s degree, had a monthly income of less than 15,000 baht, were aged between 21–40 years, and resided in the central region of Thailand. 1) The results indicated that the overall level of marketing communication factors of Moo Deang–related content that engaged followers and generated social trends was high. By dimension, public relations had the highest mean score, followed by event marketing, advertising, sales promotion, social marketing, and online marketing, respectively. 2) Regarding consumer behavior toward Moo Deang–related content in terms of perception, attitude, and response contributing to social trends, the overall level was high. By dimension, attitude had the highest mean score, followed by perception and response. And 3) The findings revealed that five marketing communication factors related to Moo Deang–focused digital content significantly influenced followers’ consumer behavior in terms of perception, attitude, and response, thereby contributing to the emergence of social trends at the .05 level of statistical significance. Ranked in descending order of predictive strength, these factors were online marketing, event marketing, public relations, social marketing, and sales promotion. In contrast, advertising did not significantly affect consumer behavior at the .05 level. The predictive equation derived from the multiple regression analysis is presented as follows: Y = .533 + .258X₆ + .216X₄ + .123X₃ + .112X₁ + .102X₂