EFFECTIVENESS OF MARKETING COMMUNICATION ON FACEBOOK AND INSTAGRAM CHANNELS OF KEN HASHIMAKI SHOP
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Abstract
This research entitled “Effectiveness of Marketing Communication on Facebook and Instagram Channels of Ken Hashimaki Shop” is a comparative analysis research to study the social media of a competitor and analyze the quantitative contents by taking the results of the study to be under the analytical thinking and comparison process in order to study (1) the effectiveness of the contents and characteristics of captions and hashtags used in the social media of a Japanese street food shop; (2) effectiveness of pictures, video, infographic, and GIF posted on Facebook and Instagram; and (3) effectiveness of Facebook and Instagram platforms.
The results show that in managing digital marketing communication of Japanese street food shop, the importance must be given to the captions, hashtags, media, and communication channels. The caption should be written in Thai language and represent brand personality. Also, the caption should not be too long. Hashtags need to be related to the shop’s products and services. In addition, in creating the social media via Facebook channel which is suitable for communication for selling products, the social media in the forms of pictures, videos and Instagram which are suitable for creating awareness. Also, the photograph media is the most suitable to be use.
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