“ปัจจัยพยากรณ์ความน่าเชื่อถือและความดึงดูดใจของแหล่งสารต่อพฤติกรรมการบริโภคผ่านการสื่อสารการตลาดแบบ Unbranded Facebook Fanpage”

Abstract

The objectives of the research “Factors Predicting Source Credibility and Source Attractiveness of Consumer Behavior in Unbranded Facebook Fanpage”are to study the correlation of the source credibility and the source attractiveness in Unbranded Facebook Fanpage as an integrated marketing communication (IMC) tool, effecting on their consuming behavior as well as to study effectively predictable variables of consuming behavior on IMC process of Unbranded Facebook Fanpage. This is a quantitative research which applies single cross-sectional designed survey with questionnaire as its data collection tool, while its hypotheses are tested by Pearson’s product moment correlation and multiple regressionanalysis.

The results shows that the source credibility through direct advertising, tie-in product and event marketing, at the moderate level of correlation, positively correlate to the consuming behavior at significant level. However, regarding to the consumer perception of source attractiveness through IMC activities in Unbranded Facebook Fanpage, “Toon Hua Kong Bao”, it shows that the attractiveness of these 3 types of advertising in “Toon Hua Kong BaoFanpage” correlate to the consumer at significant level, in which there is a moderate correlation between direct advertising and their behavior while the source attractiveness in IMC process through Unbranded Facebook Fanpage activities in the forms of tie-in product and event marketing highly correlate to the consuming behavior.  

According to the factors predicting the credibility and attractiveness of source in IMC activities through Unbranded Facebook Fanpage that correlate to the consumer behavior, it is found that the attractiveness source through event marketing and the credibility source through direct advertising are the only factors that can predict the consumer behavior at significant level, of which the highest predicable variable is the attractiveness of source through event marketing approach.