Relationship between Content Marketing on Instagram and Engagement and Brand Equity of Japan Apparel Brand from the Point of View of M Generation’s in Thailand

Abstract

This research aimed to study the relationship between content marketing on Instagram and
engagement and brand equity of Japan apparel brand of M Generation’s in Thailand. The samples
size in this research consisted of three hundred and eighty-five M Generation’s users of Instagram
of Japan apparel brand, was born between 1980 to 2000. Online questionnaire was used as a tool
for data collection. The statistic values for data analysis included frequency, percentage, mean,
standard deviation and analysis of the Pearson’s correlation coefficient. The data was processed
by a program of the statistical package for social science. The results of this research found that
content marketing on Instagram was related to the customer engagement and brand equity at
a medium level. While the customer engagement was related to the brand equity at a medium
level. For the recommendation from the research were as should to adapt the research result
with brand equity building strategy of another apparel products or Thailand textiles industry by
using content marketing via Instagram to build customer engagement.