The Influence of Integrated Digital Marketing Communication on Brand Awareness and Brand Engagement: A Perspective of Sports Tourists in Songkhla Province
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Abstract
This research aimed to examine the levels of perceptions toward digital integrated marketing communication (DIMC), brand awareness, and brand engagement among sports tourists in Songkhla Province. It also sought to investigate the influence of digital integrated marketing communication on brand awareness and brand engagement, as well as the influence of brand awareness on brand engagement. This study employed a quantitative research approach. Data were collected through a structured questionnaire administered to 400 sports tourists in Songkhla Province. The data were analyzed using percentage, mean, standard deviation, Pearson’s correlation coefficient, and multiple regression analysis. The findings revealed that respondents perceived digital advertising and digital public relations at the highest level, while digital sales promotion, digital personal selling, and digital direct marketing were perceived at a high level. Brand awareness and brand engagement were also found to be at a high level. Furthermore, digital public relations and digital direct marketing had significant positive effects on both brand awareness and brand engagement. In addition, brand awareness positively influenced brand engagement. The findings provide useful insights for designing digital marketing communication strategies that align with tourists’ behavior and preferences, thereby strengthening brand sustainability and competitiveness in the long term.
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