The Guidelines for Effective Digital Marketing Communication for Generation Y in Thailand: A Case Study of the Bounce Burger Brand
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Abstract
This research aimed to 1) study the communication style of Bounce burger brand on online media and 2) study effective digital marketing communication guidelines for generation Y in Thailand via Bounce burger’s Facebook page platform. The data was collected from the interviews and information from the Bounce burger Facebook page and analyzed to create and develop a new style of content. After that, the AD effectiveness was tested by using A/B testing tools via the Facebook platform.
The studies showed that the advertisement containing the “sustainable taste” keyword was more effective than the one highlighting the “delicious and healthy” keyword. It was implied a greater extent of interest to sustainable taste than deliciousness, in the sights of generation Y. Therefore, digital marketing communicators should create content about food consumption for sustainably natural preservation. Likewise, communicating content via Facebook and presenting valuable content consistently could help enhance a wider level of awareness and a higher degree of confidence leading to making decision on purchasing and consuming food alternatives from insects.
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