In summary, content marketing in an aspect of marketing communication area could be considered as a part of marketing promotion strategy that brands provide free quality content to the prospect customers. In terms of the quality content, it means the valuable information that could engage the target audience in various perspective, for example, relevant content or authentic content. Thus, content marketing is associate with pull marketing approach rather than push marketing that involves with the sales oriented promotional tools. However, developing a piece of content marketing content strategist requires to consider four components; message, format, medium and promotion, since each component is unique and important.
Focusing on the primary target audience of this study, as acknowledged that Gen Y is skepticism, which means they are not easily convinced by straightforward adverts; accordingly, most brands have included content marketing as a significant part of their marketing communication mix. Furthermore, the fewer communication restrictions when distributing content marketing thru digital platform comparing to traditional adverts, allows brands to develop more attractive contents that comply with Thai FDA regulation.
2.2 Consumer Behaviour:
In a macro perspective, obesity and overweight problem have been considered as part of crucial global issues in regards to ‘Global Strategy on Diet, Physical Activity, and Health’ (WHO,2013). According to the world health organization (WHO) fact sheet, it is indicated that obesity and overweight are the leading cause of global death prevalence in the year 2012 resulting from Non-communicable diseases (NDCs) that occur following an increase in BMI (WHO, 2016). Furt...
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...e point of purchase display to attract people attention.
Having considered consumer decision making in short-term and long-term, it appears that Gen Y people are convinced by a different purchase motivation. For a long-term purpose, such as professional and personal life decision, Gen Y relies on family recommendation as they seem to be risk averse. For short-term decision making, Gen Y’s purchase habits are often involved with impulsive motivation as they are considered as ‘Brand switchers’. Thus, their purchase decision could be influenced by competitive products/services that meet their demands. Also, they tend to be easily convinced by peer recommendation within their social media groups. That being the case, brands would rather evaluate their communication performance among Gen Y customers through social media engagement success (Viswanathan and Jain,2013).
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