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Title:
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PREFERENCES OF WORKING-AGE CONSUMER TO FACEBOOK APPLICATION-BASED MARKETING CAMPAIGNS |
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Author(s):
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Utsa Ratdilokparnij, Supeecha Panichpathom, Atcharawan Ngarmyarn |
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ISBN:
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978-989-8533-16-6 |
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Editors:
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Bebo White and Pedro Isaías |
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Year:
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2013 |
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Edition:
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Single |
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Keywords:
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Consumer Preferences, Facebook, Application-Based Marketing Campaigns, Conjoint Analysis |
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Type:
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Short Paper |
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First Page:
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288 |
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Last Page:
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292 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This study used a conjoint analysis to find out consumer preferences based on the data collected from online questionnaire of 204 working-age consumers, who have joined at least one Facebook applications. The four attributes affected the preferences on marketing campaign via Facebook application are the prizes value, likelihood to get a prize, prizes type, and enjoyment gained during playing that application. Most respondents age between 23-30 years with bachelors degree, males have a slightly higher number of women. Most of them are single and working on the technology and communications field, salary from 10,000 to 30,000 Baht per month. The result indicates that the majority of samples prefer to join marketing campaign that distributes high prizes valuing at least 10,000 Baht and the likelihood to win is greater than 50%. Marketers using Facebook applications can create the most proper campaign according to consumers likeable attributes. If the campaign designed to play as often, it should focus on a chance to win. |
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