Pattern of Integrated Communication in Digital Era of Thai Coffee Brand

Abstract

          This qualitative research used content analysis method by studying communication pattern that posted via official online social networking of Thai coffee brand for proposing integrated communication pattern to promote Thai coffee brand image in digital era based on marketing communication conceptual framework and Dave Chaffey and Fiona Ellis-Chadwick (2019 : 165)’s digital marketing concept. This study aims to study pattern of integrated communication in digital era of Thai coffee brand based on interesting in coffee business as basic information for start-up business, product development, and better service.  Furthermore, this study advantage for someone who interested to expand business from other markets in the future.
          Study found that content on official online social media of Thai coffee brand were video clip (50 posts) the most, followed by product images (34 posts) on-site promotion (21 posts) influencer relationship management (13 posts) promotion (7 posts) co-creation (2 posts) and recruitment (1 post).