THE MOTIVATION AND MARKETING MIX FACTORS (7Ps) THAT AFFECT THE VIEWING AND SUPPORT OF THE LIVE BROADCAST OF THE ENGLAND PREMIER LEAGUE FOOTBALL THROUGH TRUE ID AMONG THE AUDIENCE IN THE BANGKOK AREA
Article Sidebar
Main Article Content
Abstract
Introduction: English Premier League football clubs have continuously gained popularity. When it comes to live broadcasts of the English Premier League in Thailand. True Corporation is currently the only company in the country that holds the exclusive broadcasting rights for every match, at every stadium. This has led to a growing fanbase in Thailand, which in turn has contributed to the expanding market for English Premier League broadcasts in the country. Therefore, the researcher aimed to study the motivations and the marketing mix factors (7Ps) that affect the viewing and support of live English Premier League football broadcasts through True ID among the audience in the Bangkok area. This research is qualitative, with the objective of investigating the motivations and marketing mix factors (7Ps) that influence the viewing and support of live English Premier League broadcasts via True ID among the audience in Bangkok. The findings revealed that motivations, such as personal preferences for football players, favorite clubs, the enjoyment of watching and cheering with friends, and the satisfaction from positive match outcomes, all influenced the viewing and supporting behavior. Additionally, the marketing mix factors (7Ps) played a significant role in the decision-making process to choose to watch and support the live broadcast of the English Premier League via True ID. Fans or participants emphasized the importance of external stimuli, such as the excitement of attending the stadium, and the entertainment value of the competition.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The author(s) is only responsible for data appearing in the submitted manuscript of Interdisciplinary social sciences and communication journal.Besides, this journal encourages and enables you to share data such as statements, contents, figures, etc. that support your research publication where appropriate, and enables you to interlink the data with proper citation.
References
เมธา พันธุ์วราทร. (2019, 24 มีนาคม). เรื่องเล็กๆ ที่ทำให้พรีเมียร์ลีกเป็น The Greatest Show on. Earth.https://thestandard.co/the-greatest-show-on-earth/.
Atiwat Pakatha. (2555). Motivation for Work Performance of Municipal Office Officers in Maha Sarakham City. [Unpublished master’s thesis]. Rajabhat Maha Sarakham University.
Anga Bangkok Co., Ltd. (2023, 17 June). Understanding the 7P Marketing Mix: Essential knowledge for marketers. https://anga.co.th/marketing/what-is-7p/
David McClelland biography. (2024, 24 June). Books and Theory.
https://www.toolshero.com/toolsheroes/david-mcclelland.
McClelland, D.C. (1987). Biological Aspects of Human Motivation. In: Halisch, F., Kuhl, J. (eds) Motivation,
Intention, and Volition. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-70967-8_2.
Online Marketing Strategy. (2018, 17 June). What is 7P and how does it relate to 4P? https://www.igitalgeek.com/blog
Online Marketing Knowledge. (2024, 15 June). What is 7Ps Marketing Mix and what does it consist of?
https://anga.co.th/marketing/what-is-7p/
Reeder, W. W. (1971). Partial Theories from the 25 Years Research Program on Directive Factors in Believer
and Social Action. McGraw Hill.
Ranat Thueangprasit. (2014). Factors Influencing the Decision to Watch and Cheer for Thai Premier League
Football in Bangkok and Metropolitan Areas. [Unpublished master’s thesis]. Mahidol University.
The Digital Tips. (2024, 15 June). What is 7P (Marketing Mix) with product analysis examples. https://thedigitaltips.com/blog/marketing/7p/.
THE STANDARD. (2024, 15 June). The establishment of the Premier League, England's top-tier football
Walters, C. (1978). Adaptive management of renewable resources. McGraw - Hill.
