The study on the impact of LINE official account on Thai consumers' attitudes and behavior towards the brand

Name: Atichit Akkarakittikul

keyword: LINE official account

LCSH: Consumer behavior -- Thailand -- Case studies

; Social network marketing

LCSH: Internet marketing

LCSH: Branding (Marketing)

LCSH: Mobile apps

Abstract: A total of 221 respondents whose age between 18- 60 participated in the survey. The respondents can be divided into current users of LINE Official Account and non-users of LINE Official. The findings indicate that current user can be divided into 3 different segments based on value they have given to different criteria of LINE Official Account. The first segment value convenience of the LINE Official Account, second segment value the activities conducted via LINE Official Account while the third segment value the free promotional stickers provided by the Official Accounts

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Hutton, James G.

Role: advisor

Created: 2014

Modified: 2021-12-17

Issued: 2021-12-17

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2014.584

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

©copyrights Thammasat University

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