รหัสดีโอไอ 10.14457/TU.the.2020.359
Title A study of the attitude of Thai consumers towards corporate political advocacy
Creator Kulchira Julcharoen
Contributor Kenneth E. Miller, Advisor
Publisher Thammasat University
Publication Year 2020
Keyword Corporate political advocacy, Boycott, Buycott, Socially responsible consumers, Online boycott campaigns
Abstract Nowadays, consumers are more aware of where the money that they spend goes to. This group of customers does not want their money to support what they do not believe in. Therefore, they cautiously select the brands that they buy, and with social media that everyone can be an influencer, they also share facts and their opinion to encourage others to do the same. Moreover, in an online environment, there were several online campaigns recently that encouraged consumers to ‘boycott’ a range of brands and companies that advocated the government or linked to its financial benefactors, or which advertised in pro-establishment media and ‘buycott’ those that did not do so. These online campaigns gained a lot of engagement and also affected the purchasing decision and brand perception of some consumers who can be defined as socially responsible consumers.This study “A study of the attitude of Thai consumers towards corporate political advocacy” is a contemporary topic in applied marketing that focuses on the societal issue in Thailand to understand the attitude of Thai consumers towards corporate political advocacy. This study will be a benefit for both small and large brands and companies in Thailand. The finding will allow those brands and companies to have better understanding of consumer profiles and their behavior whose attitudes are influenced by corporate political advocacy which will assist in making decisions about taking political actions.The research was conducted by exploratory research and descriptive research by non-probability sampling. The exploratory research consisted of secondary data research focusing on online campaigns on social media platforms and in-depth interviews with potential customer profiles to gain insights. The descriptive research was conducted by distribution of online questionnaires. The findings from the study divide respondents into three groups, Boycott, Neutral, and Non-boycott. The actions that all groups agree related to corporate advocacy the most is when the brands or companies are owned or managed by pro-establishment owners which also affects their purchasing behavior. The consumer profile that is most influenced by corporate political advocacy or the ‘Boycott' group is young and progressive consumers. Moreover, the recommendations for brands and companies are provided as a result of the study to consider before taking political actions.
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บรรณานุกรม

Kulchira Julcharoen และผู้แต่งคนอื่นๆ. (2020) A study of the attitude of Thai consumers towards corporate political advocacy. Thammasat University:ม.ป.ท.
Kulchira Julcharoen และผู้แต่งคนอื่นๆ. 2020. A study of the attitude of Thai consumers towards corporate political advocacy. ม.ป.ท.:Thammasat University;
Kulchira Julcharoen และผู้แต่งคนอื่นๆ. A study of the attitude of Thai consumers towards corporate political advocacy. ม.ป.ท.:Thammasat University, 2020. Print.