Media Exposure and Marketing Mix Factors Influencing the Decision Making on Participating the Half Marathon of Runners in Bangsaen 21 Running Event, Thailand
Article Sidebar
Main Article Content
Abstract
This research investigates 1) the media exposure, service marketing mix, and decision-making of runners participating in the Bangsaen 21 Half Marathon in Thailand; 2) the influences of media exposure through the participation in the Bangsaen 21 Half Marathon of runners in Thailand; and 3) the influences of the service marketing mix on the decision-making of runners in the Bangsaen 21 Half Marathon in Thailand. This research is conducted using the quantitative method. The survey is used to gather the data from 400 samples. The non-probability sampling method is applied to choose the samples with the purposive sampling method. Data are analyzed by using descriptive statistics and regression analysis with a statistical significance level at 0.05.
The findings revealed that 1) the samples exposed to content through Facebook with the highest level, had satisfaction of the service marketing mix on Product with the highest level, and the post-event evaluation in decision-making of the Bangsaen 21 Half Marathon with the highest level; 2) the exposure of media had an effect on participation in the Bangsaen 21 Half Marathon; and 3) the 7P’s marketing mix had an effect on participation in the Bangsaen 21 Half Marathon by the regression analysis. Together, media exposure and the marketing mix can explain 69.6% of the variability in decision-making regarding participation in the Bangsaen 21 Half Marathon among runners in Thailand.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The article to be published in the Burapha Journal of Business Management must not have been previously published in any journal and must not be under consideration by other journals. If copyright infringement is found, or the comments in the articles are contrary to ethics, it is deemed to be the opinion and direct responsibility of the article’s authors, not the opinion or responsibility of the Burapha Business School, Burapha University. Wanting to publicize any content in the Burapha Journal of Business Management, permission must be obtained from the editorial team of the Burapha Journal of Business Management according to the copyright laws.
References
Anantachart, S. (2022). Consumer Behavior in Marketing Communications: Basic Concepts. Chulalongkorn University Book Center.
Atlas, R., Nuraini Putit, P. A., Puem, L. B. G., & Enggong, T. S. (2018). Sports Tourism: Factors Influencing Runners Joining Marathon Events. International Journal of Academic Research in Business and Social Sciences, 8(16), 218–230.
Cochran, W.G. (1953). Sampling Techniques. John Wiley & Sons.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Prentice Hall.
Ketsing, W. (2002). Using SPSS for Windows: Data Analysis Interpretation (4th ed.). Chareonphol Publishing.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
Lerdpanasin, W. (2021). The Marketing-Mix Factors that Affects the Decision to Buy Product through the AliExpress Application in Bangkok. Thesis Master of Business Administration, Faculty of Business Administration, Siam University.
Lueangektrakun, S. (2021). The Study of Marketing Mix Factors Affecting Purchase Decision: A Case Study of the Anonymous Brand. Thesis Master of Business Administration, Faculty of Commerce and Accountancy, Thammasat University.
Mothersbaugh, D. L., Hawkins, D. l., & Kleiser, S. B. (2020). Consumer Behavior: Building Marketing Strategy (14th ed.). McGraw-Hill.
On-ekkasit, P. (2021). Marketing Mix Strategy Influencing Decision Making to Attend Road Race Events After the Covid-19 in Thailand. Thesis Master of Business Administration, Faculty of Management Sciences, Prince of Songkla University.
Online Manager. (2023). Step into Greatness as Bang Saen 21 Half Marathon Proudly Announces Its Rise to No.1 - the World’s First and Only Platinum Label Half Marathon. Retrieved December 16, 2023, from https://mgronline.com/sport/detail/ 9660000112830.
Phakmethee, J., & Pattanarangsan (2020). Factors Affecting the Decision to Attend Running Events in Chon Buri Province. In Proceedings of the 4th UTCC Academic Day National Conference (pp.2346–2361). University of the Thai Chamber of Commerce.
Sarikha, A., & Singlumpong, O. (2024). The Influence of Online Media and Consumer Behavior on the Decision on the Service Use of the Klinique Medical Clinic. Journal of Administration and Social Science Review, 7(6), 271–280.
Savary, J., Goldsmith, K., & Dhar, R. (2015). When Tempting Alternatives Increase Willingness to Donate. Journal of Marketing Research, 52(1), 27-38.
Somnil, P., Sihanu, K., Ninsaeng, N., & Chaimanee, J. (2020). The Influence of Marketing Mix on Sports Tourism Promotion of the Trail Running Events. Journal of Sports Science and Health, 21(2), 295–310.
Theeraphan, P. (2016). Media Exposure, Knowledge, Attitude, and Service-using Behavior of People in the Bangkok Metropolitan Area toward “Promptpay”, A New System of Fund Transfer and Receipt Service. Thesis Master of Arts Program in Mass Communication Administration, Faculty of Journalism and Mass Communication, Thammasat University.
Williamson, A. (2013). Social Media Guidelines for Parliaments. Inter-Parliamentary Union.
Worakitphokatorn, P. (2003). Principles and Theories of Communication. Sukhothaithammathirat Printing.
