The role and influence of health product advertising media on the elderly in Samut Prakan Province
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Abstract
The purpose of this research was to study the behavior of the elderly in advertising media exposure for health products. Characteristics of health product advertisements and roles and influences of media and health product advertisements on the elderly in Samut Prakan Province. using mixed research The qualitative method used in-depth interviews with the elderly in Samut Prakan Province. and used to consume health products, 16 people, and quantitatively used a questionnaire, 400 elderly people who used to consume health products in Samut Prakan Province. The results showed that In one week, the sample group had the most media exposure behavior for health product advertisements in mass media, between 6:01 p.m. and 10:00 p.m. The message in advertising of health product that affect the elderly have been found, and the most influential health product advertising materials are straight forward and using testimonial. As for the role and influence of media and health product advertisements on the elderly in Samut Prakan Province. It was found that every advertising media played a moderate role in influencing the sample to buy or use health products. by television media Family members, Facebook, YouTube and LINE had the highest averages, respectively. And message of advertising substances that play a role in promoting product image Product Information product purchase Awareness of product utility and word of mouth of the product has an influence that can stimulate the desire to buy or use health products of the sample group, respectively.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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