Factors of Integrated Marketing Communications and Celebrity Characteristics Affecting Consumer Decision on Sponsor Electrolyte Drink: Study Case of Thai Football Player Marketing Communication Campaign

Abstract

The objectives of this research are 1) to study personal factors Affecting the decision to buy sponsored mineral drinks In Bangkok 2) to study marketing communication factors Affecting the decision to buy sponsored mineral drinks In Bangkok 3) to study the qualifications of famous people Affecting the decision to buy sponsored mineral drinks In Bangkok Collected data from a sample of 400 people By using descriptive statistics such as frequency distribution, percentage, percentage, mean and standard deviation using inference T-Test and One Way ANOVA and statistics for correlation between variables Multiple Regression Analysis
The research results, it was found that a Different personal factor include sex, occupation, age, status, education level, income and activities that are of interest does not affect the decision to buy sponsored mineral drinks Consumers in Bangkok While marketing communication factors found that public relations and advertising had an effect on the decision to buy sponsored electrolyte drinks in Bangkok. And the qualifications of the famous person found that respect for and the outstandingness that distinguishes affecting the decision to buy sponsored mineral drinks In Bangkok with statistical significance at the level of 0.05.