Consumer behavioral toward mobile marketing through line application: the empirical study of airline industry in Thailand.

Abstract

Due to the increase in smartphone usage also means people have more access to the internet, social network, online chat and video streaming. The people's lifestyle is changing. They are on new media and new communication platforms. More recently these opportunities have expanded with the introduction of mobile marketing enabling marketers to more effectively target ads to specific groups. This research investigates the significance of mobile phone technology as used marketing communication channel in Thailand including analyzes the Thai’s consumer’s behaviour towards mobile marketing through Line Application of Airline Industry, which gives understanding to the marketers that how they will plan their strategies for mobile marketing in the future. Therefore, the research is also adapting the theory of “Diffusion of Innovation, Technology Acceptance Model (TAM) and Theory of Plan Behaviour (TPB)” which can give the insight information in perceived and accepted behaviour toward Line Marketing.

KEY WORDS: Line Marketing/ Mobile Marketing/ Consumer Behaviour/ Airline Industry/ Line Application