อิทธิพลของการสื่อสารการตลาดแบบบูรณาการผ่านสื่อดิจิทัลที่ส่งผลต่อ การตัดสินใจเข้าชมการแข่งขันฟุตบอลอาชีพไทยลีก

Boonyakorn PADMANUJA; Kanoknan SUCHAO-IN

Authors

Boonyakorn PADMANUJA Faculty of Allied Health Science, Thammasat University, Pathum Thani, THAILAND
Kanoknan SUCHAO-IN Faculty of Allied Health Science, Thammasat University, Pathum Thani, THAILAND

Keywords:

Digital integrated marketing communication, Spectators’ decision making, Professional football league

Abstract

The objective of this study was to examine the influence of digital integrated marketing communication (DIMC) on the decision making to attend the home game of professional Thai football league. The subjects were collected from the spectators who attend the home game. The 100 questionnaires were collected from each football club, a total of 400 spectators from 4 stadiums. The results showed that three factors had significant influences on the decision making to attend: digital advertising, digital publicity and public relations, and digital direct marketing. However, two factors had no significant influence on the decision making to attend: digital personal selling and digital sale promotion. Therefore, the benefit of this research is marketing public relations guidelines for developing strategies to increase new customers and to maintain the old customers.

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