CONSUMERS’S AWARENESS OF MARKETING STRATEGY INFLUENCING ACCEPTANCE BEHAVIORS OF CONSUMERS OF GAMES IN THAILAND

Abstract

The primary objective of this study is to 1) study the marketing communication strategies employed by game developers with a goal to target game consumers in Thailand. 2) Examine the relationship between demographic factors and consumer perception among consumers in Thailand regarding marketing communication strategies used in MOBA games. 3) Study the relationship between marketing communication strategies and consumer acceptance of mobile games in Thailand. Research model: The qualitative population includes companies or individuals, brand ambassadors, and streamers and consists of 5 individuals selected via purposively sampling method and analysis performed via in-depth interviews. The sample population for the quantitative population consists of 400 randomly selected consumers. The research utilized a set of questionnaires with a confidence level of 0.942. Statistical analyses included percentages, means, standard deviations, and chi-square tests. The findings from the study are as follows: 1) The average level of awareness among consumers regarding marketing communication strategies of mobile games is moderate. The most effective strategies in reaching consumers are direct selling/streaming, followed by promotion-based sales strategies. 2) Significant demographic factors influencing consumer perception of marketing communication strategies in MOBA game business include age, average monthly income, and occupation, with a statistical significance level of 0.05. 3) Significant consumer behaviors related to the perception of marketing communication strategies in MOBA game business include the frequency of playing per week, the gaming platform used, time of day, level of expertise, source of fund for making purchases, amount spent on purchasing skins, in - game costumes, accessories, and collectibles, all with a statistical significance level of 0.05.