Integrated Marketing Communication and Reference Group Influencing the Decision to Join the Foreign Artist's Concert Organized by Bec-Tero Entertainment Public Company Limited

Abstract

The objectives of this research 1)To study the difference of demographic factors affecting the decision to go to live concert of foreign artist by BEC-Tero Entertainment Public Co., Ltd. 2)To study the integrated marketing communication factors  affecting the decision to go to live concert of foreign artist by BEC-Tero Entertainment Public Co., Ltd.3) To study the factors of reference group affecting the decision to go to live concert of foreign artist by BEC-Tero Entertainment Public Co., Ltd,. This research uses the questionnaire to collect data and the sample groups for this research are people having experienced go to the live concert of foreign artist by BEC-Tero Entertainment Public Co., Ltd. The sample size of survey is 400 people. The statistics used for data analysis were percentage (Percentage) Frequency (Frequency) Average (Mean:) and standard deviation (Standard Deviation: SD), The inferential statistics analyzed by t-test, F-test, and the multiple regression analysis.

The study showed that most of the respondents were female, aged 21-30 years old, single with bachelor degree education level, and earning income is 15,001 to 30,000 baht per month. The results of hypothesis test found that the difference gender, the difference age and the difference education level affecting the decision to go to live concert of foreign artist by BEC-Tero Entertainment Public Co., Ltd. The integrated marketing communication factors affecting the decision to go to live concert of foreign artist by BEC-Tero Entertainment Public Co., Ltd are personal selling, advertising and sales promotion. And the factors of reference groups affecting the decision to go to live concert of foreign artist by BEC-Tero Entertainment Public Co., Ltd are family, friend, the audiences themselves, and the artists.