A Survey of Consumer Satisfaction towards Virtual Event Marketing Communications in Bangkok

Abstract

          This research aimed to survey consumer satisfaction towards virtual event marketing communications in Bangkok and to present guidelines for virtual event marketing communications, It Is a quantitative research conducted by using a questionnaire as a tool to collect data, The sample size was determined by using G*Power to obtaine 153 representative samples, The was collected by using questionnaire during April to May 2022 was used and the samples were serened for those who had participated in virtual event marketing communications, The content validity and reliability of the tool were tested with Cronbach's Alpha-Coefficient, with a reliability value of .884. The research statistics were descriptive statistics frequency, percentage, mean and standard deviation, and inferential statistics including One-way ANOVA and Pearson's simple correlation coefficient.

          The results showed 3 aspects; participation in the experience, creativity of event, and expectation in experience sharing, The Findings were used to guidelines the designed of virtual event marketing communications study showed that the relation of the 3 aspects and type of event marketing communications had not affected the consumer satisfaction of those who had participation in the event, in another hand, for the participate in experience showed that the age of consumers of who had participated in the event had affected to the satisfaction, The analysis of satisfaction levels in 3 aspects showed that the satisfaction of participating in Virtual Event Marketing Communications was at a high level.