Marketing Communication via the Line Application with Elderlies in Bangkok

Abstract

The objective of this research is to study the details and characteristics of the use of Line application among the elderly in Bangkok; 1) Study the details and fill out the Line application of Pook adults. 2) to study the marketing communication strategies of Line applications affecting the elderly in Bangkok which is quantitative research. The study was conducted with a sample group of the elderly population aged 60 years and over, residing in Bangkok 200 people. This research examines the elderly's attitudes towards using the Line application and the elderly's behavior in demographics. and in terms of use with a questionnaire by descriptive data analysis with an explanation and presents the frequency values, hundred values in the form of tables and charts.

            The results showed that details and characteristics of using the Line application among the elderly in Bangkok. The device is used to function as a smartphone. with the purpose of using it for conversation There is a function that is used regularly is Free call or Video call and has an average usage time per day from 1-4 hours, with the most popular content formats being forwarded. picture with text and the marketing communication strategy of Line application affecting the elderly in Bangkok Most of the respondents were able to learn how to use the LINE app easily. Have the ability to use LINE applications fluently have an attitude towards use The enjoyment of using the LINE application A good experience has been gained from using the LINE application. have actual usage behavior and will continue to use the LINE application It will recommend friends or people close to the use of the LINE application. which uses the format type of visual content marketing content. And use it to send videos that are short, easy to understand, inspiring stories. and perceive marketing information through activities that cause interactions between that product or service Choose to recognize content that is of interest at that time. Photo albums are used by using multiple images with narrative content next to each other. And the content is related to festivals and important days during that period. which is related to sales promotions such as various promotions Use images to showcase your products. and services, comparing products and services with competitors by recognizing images of goods and services Satisfaction is shown from the use of goods and services. or insecurity in the use of goods and services The awareness must be a video that provides information, knowledge or good tips. with a video demonstrating the use of products and services which causes awareness or awareness of brands and services The image and strengths are presented to create brand admiration. and create participation that makes me want to pass on.