THE EFFECTIVENESS OF MARKETING COMMUNICATION OF VISUAL AND TEXTUAL COMMUNICATION STYLES ON FACEBOOK UNDER DIFFERENT TYPES OF PRODUCT INVOLVEMENT ON ADVERTISING AND BRAND PERCEPTION OF CONSUMERS
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Abstract
This study aims to understand the effectiveness of using high-low involvement and visual communication on attitude toward advertising and attitude toward brand. One hundred and fifty-five students were randomly assigned into four experiment groups. This study uses factorial design, creating a 2 (visual dominance vs text dominance) x 2 (product types high vs low involvement) factorial design. Data were collected by using a questionnaire and using mean, standard deviation and ANOVA. The results show that low involvement products lead to high attitude toward advertising scores, and using picture dominance leads to higher attitude toward brand scores.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้ ไม่ใช่ความคิดเห็นและความรับผิดชอบของผู้จัดทำ บรรณาธิการ กองบรรณาธิการ และคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี ความรับผิดชอบด้านเนื้อหาและการตรวจร่างบทความแต่ละเรื่องเป็นความคิดเห็นของผู้เขียนบทความแต่ละท่าน
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