SMART WATCHES BRAND COMMUNICATION STRATEGY EFFECTING FOR USAGE AND GRATIFICATION OF POPULATION GEN X AND Y

Abstract

The objectives of the research were 1) To study the usages and gratifications of consumer effecting in choosing a smart watch. 2) To study the strategies communications of smart watch brands in any channels. 3) To study of top 2 box of smart watch brands comparing in term of communication strategies, Apple watch and Samsung Watch. This research follows is qualitative research studying and analyzing data from documents and analyzed from both online and offline communication channels and strategies of brands whose are 1 - 2 top ranging market leaders. To approach and involves Focus group interviewing of 14 individual participants, who are Generation X and Generation Y consumers using smart watch 1 year and more and living in Bangkok. The research methods interview to study and analyzed The Usage and Gratification Satisfaction of the watch and perception of communication from a consumer perspective. The results of the research found (1) The consumer is satisfied with the use of products in their daily life and receive information from brand communications from various channels 2) The brand uses a communication strategies by providing product information through content marketing and setting a clear and easy message. Communication is designed to create confidence, acceptance, access, recognition, dissemination, advocacy, and decision to use that achieves the brand's communication objectives. 3) It has been discovered that in addition to the communication in 2), market leader brands also use The Integrated Marketing Communication (IMC) strategies, including sales promotion, collaboration, using Key Opinion Leaders (KOL) and communicating through the mass media as well.