The Study of the Audiences Lifestyle of Community Radio Stations : A Case Study of a Community Radio adopted Marketing Communication through the New Media Channels

Abstract

 The study intended to study lifestyle of the listener with marketing communication through new media channels for commercial radio stations and to study the linkage between the lifestyle and marketing communication through new media channels. The study collected data from a focus group of the working listeners and the students by using the depth interview done by the owner of the radio station adopted the commercial marketing communication through new media channels. The instrument used in this study was a group discussion and interview. The study found that the sample sizes consisted of 16 females and 8 males. The majority group was male who were aged between 20-30 years old, totally 12 people. There were 13 people obtaining a Bachelor degree. An average income was less than 5,000 Thai baht a month. The member of family had an average of 4-6 people. All of them were born in Chiang Rai Province. The findings of an activity aspects showed that the main activities were study and work. The working age was mostly found in the private businesses. The learning activities were mostly focused on surfing the internet for researching and fining some important information. The leisure activities needed more free time to stay alone. The social activities were revealed that the respondent did not attend any social events. The findings of interesting aspects showed that the family condition was a single family. The work was a routine job that had a specific time for starting and finishing in daily. Most of them preferred to eat meals at home. The most popular media were Facebook, line, website, etc. All success has counted on the successful works. The station owners have used five types of marketing communications, comprising propaganda, sales promotion, public relations, marketing support, and marketing activities. The propaganda was made through the new media like Facebook, website, and publication to stimulate the listeners to easily recognize and decide to listen to such the radio stations. The sale promotion was emphasized on the activities that required high participation between the listeners and the radio stations via the website and the Facebook. This technique encouraged many people to listen to the station. The public relations were focused on some news or information that aimed to serve the society. The information would be posted on the website, Facebook, and press in order to create a good image for the radio station. The marketing supports mostly paid an important on an activity that intended to promote the ratio’ s wave, radio’s style, a disc jockey (DJ), and a station owner. The owner of the radio stations has sent the DJ; to be a master of ceremony (MC), subsidy, wards, and a lot of things to support the companies and other organizations. Finally, the marketing activities highlighted on the launch of the radio station in order to be known to the masses, to create awareness, and to appeal the targeted group.