The Effectiveness of the Content that Affects Car Followers’ Engagement of All New Honda Civic Gen11 Cars on the Honda Thailand Facebook Page

Abstract

        This research was conducted through examining the effectiveness of the content that affects car followers’ engagement of All New Honda Civic Gen11 cars on the Honda Thailand Facebook Page. The objective of this research was to study the types and formats of content that contributed to engagement of followers of the All New Honda Civic Gen11 cars on the Honda Thailand Facebook Page, where a content analysis was conducted to collect a total of 39 posts from 1 August 2021 to 31 October 2021, only on the content of All New Honda Civic Gen11 cars on the Honda Thailand Facebook Page at the time of launch and release, studying. It examined how message receiver’s feedback affected the brand's content on Facebook. The results revealed that the content making the most engagement of All New Honda Civic Gen11 cars is informational content for products and services. It's the content that the brand intended to provide information or focused on selling products to the message receivers.  This is the content presented at a glance to be understood immediately. And because the car is a product that is classified as a high engagement, the receivers need to know more detailed information about the product than a low involvement product. As for the content related to live streaming for product promotion, it was found that the presenter kept reading the script of the car information continuously and also lacked interaction with the viewers during the live streaming. This caused negative engagement through angry icon and leaving negative comments. Therefore, the brand may need to be careful when presenting this type of content. Because it is more likely to be responsive than other types of content. This is because the viewers can instantly access and express their feelings through comments and emoticon icons.  In terms of content formats, it was found that photo album content generated the most engagement, followed by image content and video content as the last one.