กลยุทธ์การใช้สื่อใหม่ในการสื่อสารการตลาดของสโมสรฟุตบอลสิงห์ เชียงราย ยูไนเต็ด New Media Strategy for Marketing Communication of Singha Chiang Rai United Football Club

Abstract

The objectives of this study were to study strategy of using new media for marketing communications of Singha Chiang Rai United Football Club. This study applied the Qualitative methods which obtain an in-depth interview, field observation and content analysis. The study revealed that Singha Chiang Rai United Football Club had focused on 7 platforms through new media tools as follows: Facebook, Websites, Instagram, Kwangsong Channel, TV-Online, Line and Twitter. There are  variety of integrated marketing communication strategies were conducted to this study as follows: 1) Situational contact, for example,  Public Relations to inform and to encourage participants ,and also to promote CSR (Corporate Social Responsibility) campaigns; 2) Personal contact such as, the interaction between the club and the fans, the use of communications with their target group through social media and the interaction between football players and their fan club are also forming group chat inter personal communications; 3) Experiential marketing by an Event marketing is the most frequently used by Singha club as a tool for Brand Association and Brand Essence to strengthen the long term relationship between the Singha Chiang Rai United Football Club and their admiral.