CONTENT MARKETING PROCESSES OF LIVERPOOL FC'S OFFICIAL FACEBOOK PAGE IN THAILAND FOR BUILDING CUSTOMERS' ENGAGEMENT AND LOYALTY TO LIVERPOOL FC
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Abstract
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.
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