INFLUENCES OF INTEGRATED MARKETING COMMUNICATION ON IMAGE PERCEPTION, BUYING BEHAVIORS, AND ONLINE WORDS OF MOUTH IN YAOI NOVEL AMONG THAI CONSUMERS

Abstract

The purpose of this research were to study Exposure and Influences of Integrated Marketing Communication on Image Perception, Buying Behaviors, and Online Words of Mouth in Yaoi Novel among Thai Consumers. This study was quantitative research. The samples were 400, members of Facebook group about yaoi novel and be customer of yaoi books, drawn by the proportional stratified sampling. The statistics employed were frequency, percentage, mean, standard deviation and Regression analysis: MRA with statistical signification at the level of 0.05. The research found that majority of participants are female who’s under 25 years old. They were student, have a bachelor's degree and average income under 10,000 Bath per month. Exposure integrated marketing communication of yaoi novel is at sometimes level. Image perception of yaoi novel is at high level. They have buying behaviors yaoi novel average 2.88 book per month. Participants’ online words of mouth in yaoi novel is at sometimes level. The results oh hypothesis testing found that 1) Exposure integrated marketing communication by In-Store Marketing (β = 0.151) and Event (β =0.0146) had an influence on image perception of yaoi novel. 2) Sales promotion (β = 0.171) had an influence on buying behaviors yaoi novel 3) Public relation (β = 0.248) and Online marketing (β = 0.167) had an influence on Online words of mouth in yaoi novel. The results of the study can be used for plan integrated marketing communication strategies, guideline for selecting communication tools that agreeable needs and can reach consumers appropriately and efficiently.