DEVELOPMENT OF ONLINE MARKETING COMMUNICATION MODEL FOR SUSTAINABLE SUCCESS OF SKIN BEAUTY AND COSMETIC SURGERY CLINICS IN BANGKOK METROPOLITAN
Keywords:
online marketing, communication, sustainable successAbstract
This research aimed to: 1) study the online marketing communication model of skin beauty and cosmetic surgery clinics in Bangkok Metropolitan; 2) study the relationship between the online marketing model and purchasing decisions on services of skin beauty and cosmetic surgery clinics in Bangkok Metropolitan; and 3) develop the online marketing communication model for sustainable success of skin beauty and cosmetic surgery clinics in Bangkok Metropolitan. The qualitative research methodology was used. The sample was derived by purposive selection and data were collected through an in-depth interview and a group discussion. The key informants for the in-depth interview consisted of 1) managers of skin beauty and cosmetic surgery clinics in Bangkok Metropolitan; 2) academic experts in skin beauty and cosmetic surgery clinics in Bangkok Metropolitan; and 3) consumers who used services or received news and information of skin beauty and cosmetic surgery clinics in Bangkok Metropolitan through online channels, totaling 27 persons. The informants for the group discussion consisted of 7 academic experts in skin beauty and cosmetic surgery clinics in Bangkok Metropolitan. After that, data were analyzed by content analysis.
The research results showed that: 1) the online marketing communication models of skin beauty and cosmetic surgery clinics in Bangkok Metropolitan were Facebook, Instagram, and YouTube; 2) the online marketing communication model for sustainable success of skin beauty and cosmetic surgery clinics in Bangkok Metropolitan, consisting of word of mouth marketing through electronic media and search engine optimization, had relationship with components of purchasing decision on services of skin beauty and cosmetic surgery clinics in Bangkok Metropolitan from the aspects of brand attitude, brand perception, brand image, and brand trust; 3) the guidelines for developing online marketing communication model for sustainable success of skin beauty and cosmetic surgery clinics in Bangkok Metropolitan were Facebook, Instagram, and YouTube. It was suggested to select an online marketing communication model that is easily accessible, easy to use, convenient, lower cost, and practical. This can create sustainable success for business operations in the aspects of 1) economic success, 2) success in service user loyalty, 3) success in service user proportion, and 4) success in social responsibility.
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