Platform Advertising Effectiveness Study on Brand Awareness and Consumer Reach via Instagram, Facebook and Line Platforms: A Case Study of Online Stores the Classicpe.bkk Brand
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Abstract
The purpose of this research is study of comparative advertising effectiveness in terms of awareness and reach of customer through Instagram, Facebook and Line Ads Platform a case study of online shop Classicpe.bkk. This research is experimental base research, the researcher manage an experiment by shooting advertisement through 3 platforms which are Instagram, Facebook and Line Ads Platform twice a time. The experiment test 14 days each time with different content in twice advertisement that we shoot for online shop Classing.bkk. The first time was advertised between 1 September 2021 and 14 September 2021, Content in advertising about the color of the product and discount percentage for attractive customer interest. The second time was advertised between 1 October 2021 and 14 October 2021, the content in second advertising is about product details with the price after discount for attractive customer. In both advertisements use the same budget is 75 baht per day, all of the budget is 6,300 baht and the same advertising target across all three platforms. The research found that most impact platform on brand awareness and reach of consumers is the Line Ads Platform followed by the Instagram and Facebook platform. The Line Ads Platform use the least budget and generate the most brand awareness, reach and sales when compared with Instagram platform and Facebook platform so this research will be benefit to sartorial style clothing in online marketing in the future.
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