CONSUMER PERCEPTION, ATTITUDE AND RESPONSE TOWARDS HASHTAG ON SOCIAL MEDIA OF KASIKORN BANK, KRUNGTHAI BANK, AND VISA

Abstract

This research was conducted with a view to study the Consumer Perception, Attitude and Response towards use of Hashtag on Social media of Kasikorn Bank, Krungthai Bank, and VISA . The purpose is to study about demographic characteristics and social media experiences that influence on consumer perception, attitude, and response towards Hashtag on Social media and to understand consumer perception, attitude, and response towards Hashtag on Social media.  About In this research, survey was conducted amongst a target group of Banking brands, namely Visa, KBank and KTC .The sample was collected through online questionnaire, consisting of 400 Thai males and females between the ages of 18-34 years, all of whom have come across at least one campaign from Visa, KBank or KTC. Percentage, Mean and standard deviation with theories of Consumer perception, Attitude and Response were applied for data analysis, including t-Test and One Way ANOVA.

The research results revealed that demographic characteristics which are gender, age, occupation and income affect including with the experience of using hashtag on social media has an impact on the perception, attitude, and response towards hashtag campaign on social media in mid to high level.