การศึกษาการสื่อสารการตลาดแบบบอกต่อและการสื่อสารการตลาดแบบบอกต่อร่วมกับสื่อสารมวลชน / พิทักษ์ ศิริบูรณ์ = A study of marketing communication strategies between Word-of-Mouth (WOM) and WOM-integrated with mass communication / Bhidak Siriboon
The objectives of this study were to 1) analyze the Word-of-Mouth (WOM) marketing communication strategy integrated with mass communication, 2) study how WOM strategy integrated with mass communication institutes trustworthiness and reliability, 3) find out influential factors intensifying the trustworthiness and reliability of WOM strategy. The service chosen for this study was cosmetic surgery and 3 selected cosmetic surgery centers were Yanhee International Hospital, Meko Clinic, and Teeraporn Clinic. Three research methods were applied namely 1) analysis of collected information materials, 2) in-depth interview, and 3) small group discussion with 3 groups of cosmetic surgery service users totaling 18 persons.
The study led to the conclusion that the process leading to an effective WOM was resulted by the combined integration of interpersonal and mass communication media utilizing their diverse weaknesses and strengths in shaping up the WOM strategy integrated with mass communication for business achievement and more effective communication. Mass communication broadened awareness while WOM encouraged service trial and enhanced the trustworthiness and reliability of the message delivered through mass communication.
The trustworthiness and reliability of WOM marketing strategy was geared by close social relationship and visible information sources in actual circumstances while that of mass communication was steered by communication through socially accepted information sources with cosmetic surgery expertise. The trustworthiness and reliability of WOM was increased as a result of frequent interactive communication between the information sources and the receivers as well as the characteristic of the information sources.
