อิทธิพลของการสื่อสารการตลาดดิจิทัลส่งผลต่อพฤติกรรมแห่งความสำเร็จ ขั้นพื้นฐานของวัยรุ่นเจนเนอเรชัน ซี

Nattawat Thanaphansin; Sirikes  Kumpitak; Permporn  Na Nakorn

Authors

Nattawat Thanaphansin Independent Scholars
Sirikes Kumpitak Chandrakasem Rajabhat University
Permporn Na Nakorn Chandrakasem Rajabhat University

Keywords:

Digital Marketing Communication, Generation Z, Success Behavior, Content Credibility, Influencer

Abstract

Objectives of this research paper were: 1. To study digital marketing communication awareness level 2. To study basic success behaviors of generation Z teens in Thailand and 3. To analyze the Influence of digital marketing communication on such behaviors, conducted by the quantitative research. The samples used in the research were 400 Gen Z teenagers and used the survey method through an online questionnaire. Data was analyzed with descriptive statistics and multiplier regression analysis.

The findings showed that: 1. Gen Z teens had a high level of awareness of digital marketing communications, especially in terms of interactive experiences, content trust, and brand interaction. 2. This group of teens also exhibited a high level of basic achievement behaviors, such as goal setting and self-improvement. This directly affected goal setting. Self-development and social participation of adolescents.

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