Dhurakij Pundit Communication Arts Journal

The Marketing Communication Strategies Affecting Consumer’s Decision to Buy Luxury Brand Chanel in Thailand.

yanawadee maneechots — 2025-05-24

This research aims to 3 objectives: (1) To study the various personal factors that affect the decision to purchase products from the luxury brand Chanel. (2) To study the various marketing communication factors that affect the decision to purchase Chanel luxury brand products. (3) To study the relationship between personal factors and marketing communication factors that affect the decision to purchase Chanel luxury brand products. Data is currently being collected online from consumers who had previously purchased the Chanel brand at least 1 time between 2021 – 2023, totaling 400 consumers.

1. The various personal factors that affect the decision to purchase products from the luxury brand Chanel include gender, age, and educational level. The majority of the sample were female. Who is between the ages of 12 - 25 years (Gen Z) and has higher than a bachelor's degree level of education. They will be the most important decision to buy products from the luxury brand Chanel.
2. All 4 aspects of marketing communication factors affect consumers' decision to purchase Chanel luxury brand products, overall at a high level (= 4.15), with the aspect having the highest average value. Public relations (= 4.21), followed by sales using employees ( = 4.19), advertising ( = 4.21), and sales promotion ( = 4.09).

3. Personal factors and marketing communication factors have no relationship that affects the decision to purchase luxury brand Chanel products, but luxury brands should prioritize engaging with the Community of customers who appreciate the luxury brand experience. The Chanel luxury brand is increasingly developing and communicating in line with each factor and appropriately capturing the differences in each group of consumers.

Storytelling Techniques, Content Creation, and Production by Independent Travel Influencers on the YouTube Platform

Thanarich Suriyaphonpinit — 2025-05-24

This article is part of the research titled "Creative Content Production of Independent Travel Influencers on YouTube," which examines the creative process, content production, storytelling techniques, and the influence of independent travel influencers in their communication on the YouTube platform. Data were collected through qualitative research, using in-depth interviews with travel influencers.

The findings reveal that independent travel influencers on YouTube use storytelling techniques aimed at attracting and building relationships with their audience. The Hub storytelling structure—characterized by continuous travel storytelling—is the key process in building and reinforcing the influencer's image and identity. Content creation is driven by making the content enjoyable through diverse approaches, exploring new destinations, providing in-depth insights, and sharing personal experiences. As for content production, investing in quality equipment and occasionally breaking the rules by trying new, unconventional ideas are critical factors. Audience feedback indicates that their engagement is driven by their needs, the utility of the content, the communication style, and the influencer’s attitudes and values, prioritized in that order.

Content Creator Styles and Influencers Effection to Purchasing Decisions of Golf Equipment

Nitchan Termvitkajohn — 2025-05-24

The objectives of this research are; 1) To study the effects of varying personal factors on golf equipment purchase decisions, 2) To study the influence of diverse content creation styles on golf equipment purchase decisions, 3) To study the impact of different influencer attributes on golf equipment purchase decisions, and 4) To study the interrelationships among personal factors, content creation styles, and influencer attributes, and their collective effect on golf equipment purchase decisions. This quantitative research employs an online questionnaire for data collection. The sample population consists of 400 consumers in the Bangkok metropolitan area who have experience purchasing golf equipment within a one-year period between 2023 and 2024.

The results showed that; 1) Disparate personal factors, including gender, age, occupation, income, and duration of golf experience, they have a significant impact of different golf equipment purchasing decisions. Most of the sample population comprises male subjects aged 40-49, possessing bachelor's degrees, employed in corporate positions, with average monthly incomes ranging from 30,001 to 50,000 baht and 1-5 years of golfing experience, 2) Varied content creation styles demonstrate differential impacts on golf equipment purchase decisions. The presentation of explicit product information, such as material specifications, manufacturing technologies, and user benefits, exerts the most substantial influence (x ̅ = 4.33), 3) The influence of expert influencers exhibits the most pronounced effect on golf equipment purchase decisions (x ̅ = 3.68), particularly regarding confidence in their specialized knowledge and experience with golf equipment. Concurrently, celebrity influencers demonstrate a strong impact (x ̅ = 3.67), primarily through enhancing target audience accessibility, brand image, and trust, and 4) Regarding the interrelationships among personal factors, content creation styles, and influencer impacts, the study reveals that personal factors such as gender, age, occupation, and average monthly income correlate significantly with content creation styles and influencer impacts on golf equipment purchase decisions, with statistical significance at the 0.05 level.

Guidelines for Marketing Communication Storytelling of Social Enterprise

Boonyisa Kaewprapark — 2025-05-24

The objectives of this research are 1) to study the storytelling strategy of social enterprise. 2) To study marketing communication storytelling strategy affecting the sustainability of social enterprise, and 3) to study a storytelling guideline for social business marketing communications towards sustainability. This study used mix method. The quantitative research approach by collecting data from 400 samples. The qualitative research approach by in-depth interview from 12 key informants.

The results of this research found that

1) the storytelling strategy of social enterprise as a whole, was at a high level. Considering in each aspect by sorting by mean from descending as follows, brand benefit storytelling, followed by brand attribute storytelling, and brand feature storytelling, respectively.

2) The storytelling marketing consisted of brand attribute, brand context, and brand symbolic meaning influencing the sustainability of social enterprise at a statistically significant level of 0.01.

3) Storytelling marketing communication that affects the sustainability of social businesses has guidelines: 1. Tell stories from the truth and not affect other people. 2. Storytelling must raise the image and reputation of the organization. 3. Storytelling must create a plan to drive the strategy continuously. 4. Storytelling must set objectives. and clear objectives5. Storytelling must be sincere and warm.

Factors of Integrated marketing communication and Marketing Mix influencing personal car purchase decisions of users in Surat Thani Province

Jindarat Rueangrit — 2025-06-30

The objectives of this quantitative research were to study 1) the impact of integrated marketing communication on the decision to purchase personal cars, 2) the effect of the marketing mix on the decision to purchase personal cars, and 3) the influence of integrated marketing communication and the marketing mix on the decision to purchase personal cars among users in Surat Thani. The sample consisted of 400 personal car users in Surat Thani, determined using Taro Yamane’s formula and selected through convenience sampling. The data were collected via questionnaires, and the statistics used for data analysis included mean, standard deviation, and multiple regression analysis.

The findings revealed that 1) the integrated marketing communication significantly influenced the decision to purchase personal cars among users in Surat Thani, with the highest average score ( =4.52). The aspects ranked in descending order were publicrelations, sales promotion, advertising, personal selling, and direct marketing. 2) The marketing mix also significantly influenced the decision to purchase personal cars, with an overall high average score ( = 4.50). The aspects ranked in descending order were distribution channels, product, price, marketing promotion, personnel, process, and physical evidence. Finally, 3) the integrated marketing communication and the marketing mix significantly influenced the decision to purchase personal cars among users in Surat Thani at a statistically significant level of .05, with a predictive accuracy of 81.2%. The predictive equation was Y = 3.494 + .027(X1) + 0.066(X2) + .032(X5) + .015(X7) + .048(X10) + .051(X11) + .125(X12) where X1 was product, X2 was price, X5 was personnel, X7 was physical evidence, X10 was sales promotion, X11 was direct marketing, and X12 was personal selling.

Health Communication Model of The Department of Disease Control Through Storytelling Related to Covid-19 on Multimedia with English Title

Apiphoo Omsin — 2025-06-30

This study aims to explore the communication strategies of the Department of Disease Control (DDC) using storytelling related to COVID-19 on multimedia platforms. Employing a qualitative research methodology, it investigates storytelling characteristics, components, and multimedia formats, including animations and short news pieces, specifically in the context of COVID-19. The research analyzed 35 videos published on the DDC’s official website (www.moph.go.th) from February 1, 2020—the onset of the COVID-19 pandemic in Thailand—until December 31, 2021. This period represents a critical time for study.

In-depth interviews were conducted with purposively selected participants from three groups: 1) Ministry of Public Health officials, 2) multimedia production experts, and 3) scriptwriters. This ensured comprehensive data collection for an effective analysis of the findings.

The results indicate that the storytelling styles in multimedia regarding COVID-19 by the DDC can be categorized into three types: 1) Knowledge-sharing storytelling 2) Guideline-advisory storytelling 3) Informational storytelling

These formats were designed for ease of application. Regarding multimedia components, all 35 videos combined various media types, such as audio, text, still/moving images, and videos. These were reassembled innovatively to enhance engagement. Formats included animation-based multimedia and short-news multimedia, tailored to suit the relevant circumstances at the time.