The study of consumer brhavior on Mazda's online marketing communication / Pananya Jira-alongkorn = การศึกษาพฤติกรรมผู้บริโภคต่อการสื่อสารการตลาดออนไลน์ของตราสินค้า / ปนัญญา จิรอลงกรณ์
The objective of this research was to study the consumer behavior on Mazda's online marketing communications. Two hundred and thirty-seven Mazda's current and potential customers aged between 25 to 45 years old residing in Thailand, who had been exposed to Mazda's online marketing communications in the past six months, were asked to complete both online and offline questionnaire survey. theresearch findings in the cognitive part reveal that Mazda's online platforms, especially fackbook, is becoming increasingly important among its customers. themajority of the samples use Mazda's online media as the source of information on thebrand and feel that these online platforms help increase their purchase intention and enhance Masda's brand image. the results in the affective part show that most of thesamples agreed that they had strong associations with the Mazda brand, as a significant portion of the respondents were able remrmber Mazda's logo and felt that Mazda has a favorable image and a strong personality. Furthermore, overall, thesamples felt positively about Mazda's online communications; hence, they felt positively with the Mazda brand itself. for the conative part, theoutcomes show that the samples' purchase intention to buy a Mazda car is not very high. howevwe, theresults further reveal that Mazda's potential customers are more likely to purchase a Mazda car than the brand's current customer. in cinclusion. all cognitive, affective, and conative parts are significantly related to each other
