วิเคราะห์การตลาดเชิงเนื้อหาที่ส่งผลต่อการตัดสินใจใช้บริการธนาคารลูกค้ากลุ่มเจเนอเรชั่นซี

Supitchar Tantala; Pranee Eamlaopakdee

Authors

Supitchar Tantala Faculty of Business Administration, University of the Thai Chamber of Commerce
Pranee Eamlaopakdee Faculty of Business Administration, University of the Thai Chamber of Commerce

Keywords:

content marketing, content characteristic, presentation format, message appeals, buying decision

Abstract

Marketing communication is a crucial factor in the competitive banking and financial business, especially when communicating with Generation Z, as a target audience. This demographic is important for future business as they are entering the workforce and will become the main labor force of the country. They also have financial knowledge and financial planning characteristics that differ from other age groups. This research aimed to study the influence of content characteristics in marketing communications on Generation Z's banking service decision-making process, focusing on presentation formats and message appeals. This experimental research utilized six prototype advertisements with different characteristics, presented to six groups of Generation Z participants aged 15-29 years, with 30 participants per group, totaling 180 participants selected through convenience sampling. Data were collected through questionnaires and in-depth interviews. The data were analyzed using the One-way ANOVA and the Least Significant Difference (LSD) method. The research found that different content characteristics significantly affected banking service decision-making. The video presentation format combined with a rational appeal had the most influence on Generation Z's decision to use banking services. These findings provide businesses with insights into the advertising consumption behavior, optimal content characteristics, and the influence of advertisements at each stage of the target audience's decision-making process. Businesses can apply these findings to develop effective marketing communication strategies targeting Generation Z customers.

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