Why leading companies choose Line official account as a major marketing tool? and consumer behaviors toward the marketing strategy.

Abstract

Nowadays, there is a variety of online marketing channel for people to receive information, such as Facebook, Twitter, Instagram, blogging, etc. LINE application has become a major communication channel between a company and customers in Thailand. LINE Official Account is a major marketing tool that leading companies choose to play in the marketing strategy. In order to study the factors why a leading company popularly selects the marketing tool as a promotional communication medium and the consumer behaviour to response to the marketing strategy, the research uses a qualitative approach and the data was collected by in-depth interview. The interview was conducted with 15 respondents in the age group of 25-39 years old. This study revealed that the frequency of messages to send is the most significant variable to consider for enhancing the satisfaction and “Sticker” is the most required function to attract customer attention to involve with a brand. KEY WORDS: LINE Application / LINE Official Account / Social Media / Customer Behavior / Thailand