Facebook media use, advertising strategy and impact on decision-making of men in Bangkokfor undergoing facial surgery

  • Nipha Virasorn Master of Communication Arts students Communication Arts Sukhothai Thammathirat Open University
  • Santat Thongrin Lecturer in the course and teaching field Sukhothai Thammathirat Open University
  • Piyachat Lomchavakarn Lecturer in the course and teaching field Sukhothai Thammathirat Open University
Keywords: Awareness, Advertising Strategy, Facebook, Men’s Decision to Get Facial Cosmetic Surgery

Abstract

The objectives of this research were to study 1. Bangkok men’s exposure to advertising on Facebook about cosmetic surgery; 2. Bangkok men’s reasons for deciding to get facial cosmetic surgery; 3. Bangkok men’s awareness of advertising strategies on Facebook and their decisions to get facial cosmetic surgery; 4. Bangkok men’s process of decision making to get facial cosmetic surgery; 5. the relationship between the demographic factors of men in Bangkok and their awareness of advertising strategies on Facebook; and 6. the relationship between awareness of advertising strategies on Facebook and Bangkok men’s decisions to get facial cosmetic surgery. This was a survey research. The sample population was 400 men living in Bangkok who had had facial cosmetic surgery. The samples were chosen through voluntary sampling from among men who were followers of the facebook pages of beauty clinics. The research tool was a questionnaire. Data were analyzed using percentage, mean, standard deviation, f test and ANOVA. The results showed that 1) most of the samples looked at beauty clinics’ facebook pages on their smartphones 3-4 times a day, most often during the time period 16:01-20:00. Their main objective was to read news about celebrities who got cosmetic surgery. They were introduced to the beauty clinics’ facebook pages by their friends on facebook. 2) Men’s reasons for getting facial cosmetic surgery were to make themselves look good as they desired and to make themselves more attractive and make a good impression.   3) The advertising strategies that influenced their decisions that the samples were aware of were word of mouth advertising and persuasive/incentive advertising. 4) The decision making process consisted of assessing the alternatives and searching for more information.  5) Occupation of the samples was a factor that affected their awareness of advertising strategies and their decision to get facial cosmetic surgery. 6) Awareness of advertising strategies on facebook was related to decisions to get facial cosmetic surgery to a statistically significant degree at confidence level 0.05.

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Published
2020-03-27
Section
บทความวิจัย (Research Articles)