the THE IMPACT OF TELECOMMUNICATIONS ADVERTISING AND ITS EFFECT ON CONSUMER RIGHTS

Abstract

                The objectives of this research are to: 1) develop the communication in telecommunication advertising and public relations, 2) examine the communication strategies in of telecommunication advertising in Thailand, 3) learn about the consumer behavior and content in telecommunication advertising, and 4) explore the relationship between telecommunication advertising contents, laws, and impact on consumers protection. This is a mixed methods research. Qualitative research was used to study the primary data from different types of media such as landline, cell phone, and the internet – interviews from executives in telecommunication. Quantitative research was used to consumer behavior and its determinants about contents in telecommunication advertising. The multi-stages sampling was used to select the research sample – the sample is 1,600 consumers from nationwide.

                The research found that the cell phone and internet contain that had various advertisement. The main strategy used was pricing. Over seventy five percent of the consumers’ behavior are interested and understood in the telecommunication advertising and PR, and over sixty six percent were aware of their rights as a consumer. The relationship between the telecommunication advertising contents and relevant law about consumers’ protection as well as its impact found cell phone and internet emphasized on pricing and special offers which affected to the consumers’ rights especially about the key contents of all those advertising and PR.