CONSUMER RESPONSE TO ONLINE ADVERTISING OF GENERATION Z IN BANGKOK
Keywords:Consumer Response, Online Advertising, Generation Z
This study aims to investigate the consumer response to the online advertising of Generation Z in Bangkok and to compare the consumer response to the online advertising of Generation Z in Bangkok classified by individual attributes. The samples used in this study were 394 online consumers who were born after 1995 and lived in Bangkok. The questionnaires were used as the tool to collect the data. Statistics used to analyze the data were descriptive statistics, including percentage, frequency distribution, mean, and standard deviation. The inferential statistics were used to test the hypothesis, including t-Test and Analysis of Variance (ANOVA). The results show the most important element of online advertising that can create awareness of products (Aware) is having advertising via Facebook. The most important element of online advertising that can attract the consumers (Appeal) is showing the prominent feature of products/services in the advertising. It is also found that the most important element of online advertising that can response to the inquiry of consumer (Ask) is optimizing Google search so that can be easily search more information regarding products/services in Google. The results of this analysis also show that the most important element of online advertising that can facilitate the consumers in placement of order (Act) is naming an application that can placement of order. Moreover, the most important of element of online advertising that proving the opportunity to recommend to the others (Advocate) is providing the channel that customers can share and express their opinion in the advertising. The results of the hypothesis reveal that the consumer responses to online advertising of male are statistically different from female.
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