CONTENT MARKETING PROCESSES OF LIVERPOOL FC'S OFFICIAL FACEBOOK PAGE IN THAILAND FOR BUILDING CUSTOMERS' ENGAGEMENT AND LOYALTY TO LIVERPOOL FC
Keywords:content marketing, engagement, loyalty
This research aimed to study the relationship between content marketing of Liverpool fan club’s official facebook page in Thailand and engagement to Liverpool FC’s, and to study the relationship between engagement and loyalty to Liverpool FC’s. The samples were 400 respondents who follow Liverpool FC's official facebook page. The study employed quantitative methodology using online questionnaires. The data was analyzed by percentage, mean, standard deviation and Pearson’s product moment correlation coefficients. The results of this research were as follows: 1) Consumers’ content marketing exposure of Liverpool FC’s official facebook page in Thailand is in a high level. 2) Football fans’ engagement to Liverpool FC is in a high level. 3) Football fans’ loyalty to Liverpool FC’s is in the highest level. 4) Football fan’s marketing content exposures towards Liverpool FC’s official facebook page has a positive correlated with the engagement to Liverpool FC in a high level with statistical significance at 0.01. 5) Football fan’s engagement is correlated positively to the loyalty to Liverpool Fc in the highest level with statistical significance at 0.01.
Banyte, J. & Dovalieneb, A. (2014). Relations between customer engagement into value creation and customer loyalty. Procedia - Social and Behavioral Sciences. (156), 484-489.
Bennett, R. & Bove, L. (2002). Identifying the key issues for measuring loyalty. Australasian Journal of Market Research. 9(2), 27-44.
FourFourTwo. (2017). Is it true that big teams buy players due to their potential market value than their footballing abilities?. Retrieved October 19, 2017, from https://www.fourfourtwo.com/th/features/hnaataamaakn. (In Thai)
Gaffiney, J. (2009). Forrester redefines rules of customer engagement. Retrieved October 19, 2017, from https://econsultancy.com/blog/3455-forrester-redefines-rules-of-customer-engagement.
Kasikornresearch. (2016). The Popularity of Thai football has generated a revenue of more than 12,000 million baht. Retrieved October 19, 2017, from https://www.thansettakij.com/content/81358. (In Thai)
Kingsnorth, S. (2016). Digital marketing strategy : an integrated approach to online marketing. London : Kogan Page.
Komchadluek. (2017). English Football League prepares live streams. Retrieved October 19, 2017, from https://www.komchadluek.net/news/sport/295442. (In Thai)
Kotler, P., Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0: moving from traditional to digital. NJ: John Wiley & Sons, Inc.
Kumsupa. (2014). The Persuasion in Content Marketing. Siam communication review. 13 (15), 53-64. (In Thai).
Laohapongpan, C. (2014). Building customers' engagement to Brand. Marketing Communications: Branded IMC & Customer Engagement. 157-165. (In Thai)
Pires, G. & Stanton, J. (2005). Ethnic marketing : accepting the challenge of cultural diversity. Australia : Thomson.
Pongsataporn, S & Laohapatanawong, S. (2008). CRM Game on engaging customers. Bangkok: UBCL books. (In Thai)
Srisaracam, S. (2017). Social media agenda setting to drive social issues for awareness and change. Phranakhon Rajabhat Research Journal (Humanities and Social Science). 12(1), 236-249. (In Thai)
Thanaphonphan, R. (2001). Sport is in cultural capital. Bangkok : Baan Phra Arthit. (In Thai)
Thumbsup. (2013). How to create a content marketing plan. Retrieved October 19, 2017, from https://thumbsup.in.th/2013/05/content-marketing. (In Thai)
Wongereanthong, N. (2014). Content marketing. Bangkok : Nation Books. (In Thai)
Each publish articles were copyright by Phranakorn Rajabhat University
Any contents which appeared in each articles in the journal were authors personal opinion. It did not relate to Phranakorn Rajabhat University and other instructors in the university. Each authors would take responsibility on their articles. If there are any mistake, the authors will take responsibility themselves