THE PERCEIVED MEANING OF ALCOHOL BEVERAGE ADVERTISEMENTS IN ACCORDANCE WITH THE ALCOHOL BEVERAGE CONTROL ACT B.E. 2551 AND ITS IMPACT ON THE EFFECTIVENESS OF ONLINE MARKETING COMMUNICATION AMONG RAJABHAT UNIVERSITY STUDENTS IN THE BANGKOK METROPOLITAN AREA

Abstract

This research aimed 1) To examine the perception of the meaning conveyed in beer alcoholic beverage advertisements under the Alcoholic Beverage Control Act B.E. 2551 among students at Rajabhat universities in Bangkok. 2) To investigate the effectiveness of online marketing communication for beer alcoholic beverages under the Alcoholic Beverage Control Act B.E. 2551. And 3) To analyze the causal factors of the perception of the meaning conveyed in beer alcoholic beverage advertisements under the Alcoholic Beverage Control Act B.E. 2551 that influence the effectiveness of online marketing communication among students at Rajabhat universities in Bangkok. This quantitative study sampled 496 undergraduate students enrolled in regular programs at Rajabhat University in Bangkok during the 2023 academic year. The research instrument was a questionnaire. Descriptive statistics, including frequency and percentage, were used to analyze demographic data, while mean and standard deviation were used to examine students’ engagement with online beer advertisements on Facebook, as well as their perception and interpretation. Structural Equation Modeling (SEM) was used to examine the relationships among the variables. The results revealed that students demonstrated a high level of perception and interpretation of beer advertisements, even within the constraints of the Alcohol Control Act B.E. 2551 (2008). They understood the implicit meanings conveyed through visual icons, content cues, and symbolic elements that represented product quality, friendship, and lifestyle. Regarding marketing communication effectiveness, consumers gained knowledge, understanding, and positive experiences from the advertisements particularly in terms of social and health implications, and the portrayal of drinking in a positive light. The 7Ps marketing strategy significantly influenced how students perceived the meanings of advertisements, particularly in the product dimension. This led to more positive consumer responses and enhanced the overall effectiveness of marketing communication.