ONLINE COMMUNICATION STRATEGIES FOR PERSUADING TO PURCHASE PET – FRIENDLY CONDOMINIUM

Abstract

        The objectives of this research article were to study online communication strategies for persuading to purchase pet – friendly condominium and study components persuading to  purchase pet – friendly condominium among consumers. The study used qualitative research, divided into two parts: a study online communication strategies online of Major Development Public Company Limited through document analysis; and a study persuasive components to purchase pet – friendly condominium through in-depth interviews with 10 consumers. The results indicated that online communication straregies were: 1) Source Credibility Strategy 2)  Variety of Media Strategy 3) Caption Strategy 4) Media design and Production Strategy 5) Event Communication Strategies to Engagement 6) Hashtag Strategy 7) Third Party Endorsement Strategy 8) Promotional Activities Strategies 9) Multiple Motivation Strategies. In addition, persuasive elements to purchase pet – friendly condominium were: 1) The brand has a reputation for being pet – friendly condominium 2) Reasonable and tangible price 3) Good location, convenient transportation 4) Facilities that needs of consumers 5) The environment is suitable for both people and pet 6) Economical and worthwhile promotion 7) Beautiful and modern room design layout and area size 8) Happiness caused by living a more comfortable life.