พลวัตและแนวโน้มของอุตสาหกรรมโฆษณาในปี พ.ศ. 2543-2567
คำสำคัญ:
การโฆษณา, อุตสาหกรรมโฆษณา, โฆษณายุคดิจิทัลบทคัดย่อ
การวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาพลวัตของอุตสาหกรรมโฆษณาในปี พ.ศ. 2543-2567 และเพื่อศึกษาแนวโน้มการผลิตสื่อโฆษณาในยุคดิจิทัล เป็นการวิจัยเชิงคุณภาพโดยใช้กระบวนการวิจัยเอกสารตามแนวคิดของ Scott (1990; 2006) โดยศึกษาบทความวิจัยและวิชาการในระดับสากลที่มีความน่าเชื่อถือ จำนวน 30 ฉบับ ผลการศึกษาพบว่า เนื้อหาโฆษณาที่มีความคิดสร้างสรรค์และเชื่อมโยงกับคุณค่าของแบรนด์สามารถกระตุ้นความรู้สึกและแรงจูงใจของผู้บริโภคได้อย่างมีประสิทธิภาพ ขณะที่เอเจนซี่โฆษณาต้องปรับบทบาทจากผู้ผลิตสื่อไปเป็นนักวางกลยุทธ์เชิงเทคโนโลยีเพื่อรองรับการเปลี่ยนแปลงของสื่อดิจิทัล การมีส่วนร่วมของผู้บริโภคผ่านคอนเทนต์ที่สร้างโดยผู้ใช้กลายเป็นกลยุทธ์สำคัญในการสร้างความภักดีต่อแบรนด์ ทั้งนี้การประยุกต์ใช้เทคโนโลยี คลังข้อมูลขนาดใหญ่ และปัญญาประดิษฐ์ ส่งผลต่อการเข้าถึงกลุ่มเป้าหมายได้อย่างแม่นยำ ขณะเดียวกันอิทธิพลของโฆษณามีผลต่อพฤติกรรมและค่านิยมของผู้บริโภคเชิงลึก การโฆษณาในอนาคตควรมุ่งสร้างคุณค่าทางสังคมควบคู่กับการปรับตัวเชิงเทคโนโลยีอย่างยั่งยืน
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