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The objective of this research was to study Thai consumers’ behavior on online marketing communications of Mazda brand. Two hundred and thirty-seven Mazda’s current and potential customers aged between 25 to 45 years old residing in Thailand, who had been exposed to Mazda’s online marketing communications in the past six months, were asked to complete the survey. The research findings in the cognitive part reveal that Mazda’s online platforms, especially Facebook, is becoming increasingly important among its customers. The majority of the samples use Mazda’s online media as the source of information on the brand and feel that these online platforms help increase their purchase intention and enhance Mazda’s brand image. The results in the affective part show that most of the samples agreed that they had strong associations with the Mazda brand, as a significant portion of the respondents were able remember Mazda’s logo and felt that Mazda has a favorable image and a strong personality. Furthermore, overall, the samples felt positively about Mazda’s online communications; hence, they felt positively with the Mazda brand itself. For the conative part, the outcomes show that the samples’ purchase intention to buy a Mazda car is not very high. However, the results further reveal that Mazda’s potential customers are more likely to purchase a Mazda car than the brand’s current customer. In conclusion, all cognitive, affective, and conative parts are significantly related to each other.
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