Studying the effectiveness of advertising on the Facebook platform: a case study of DNA Garage shop
Article Sidebar
Main Article Content
Abstract
This research aims to study and test advertising on the Facebook platform. Case study of the DNA Garage store in creating awareness among consumers and make the brand have an identity and be known on online channels. To study the effectiveness of advertising in the form of consumer participation on Facebook and to study the number of cars used by customers comparing before and after advertising on the Facebook platform. Collected experimental data using advertising media through the Facebook platform for a period of 30 days by examining the effectiveness of advertising in creating brand awareness and creating participation including the number of cars that come to use the service. By dividing advertising into 4 campaigns consisting of Photo Album, Video Reels and Image Ads, the experimental results were analyzed The research results found that creating one advertising campaign in the form of images to introduce the store's products and services can increase reach. The number of impressions Brands should advertise in the form of Video Reels because they can create more engagement and reach than other forms of advertising. When all four campaigns are created, the number of followers and likes on the page can be increased. And there is an increasing number of cars coming to use the service at DNA Garage.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
References
Aderemi, A.A. (2015). Effectiveness of facebook as an advertising medium among university students. [Unpublished master’s thesis], Near East University.
Angkachan, L. (2020). Types and formats of the contents affecting consumer engagement : A case study of the Brainwake Café Facebook Fanpage [Unpublished master’s independent study]. Bangkok University. [in Thai]
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). The impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight, 2(2), 5-10. https://doi.org/10.31580/jpvai.v2i2.896
Bagadiya, J. (2023, January 10). 5 things you need to know about Facebook video specs. SocialPilot. https://www.socialpilot.co/facebook-marketing/facebook-video-specs
Bhumirat, T. (2021). The effectiveness of content that affects engagement of All New Honda Civic Gen11 cars on the Honda Thailand Facebook page [Unpublished master’s independent study]. Bangkok University. [in Thai]
Charoenritsathian, P. (2020). Analysis of content affecting consumer engagement and sales on facebook fanpage of arpoy catering [Unpublished master’s independent study]. Bangkok University. [in Thai]
Copestone. (2021). Generate leads and sell more using content marketing. https://www.copestone.uk.com/sites/default/files/resouce_center/How%20to%20use%20content%20marketing%20to%20generate%20leads%20%28updated%29.pdf
Dixon, S. J. (2023, February 15). Annual advertising expense of Meta platforms from 2014 to 2022. Statista. https://www.statista.com/statistics/685531/facebook-ad expense/#:~:text=In%202022%2C%20Meta%2C%20formerly%20known,was%202.26%20billion%20U.S.%20dollars.
Ertugan, A. (2016). The effectiveness of facebook advertising by the degree of its benefits to advertisers. 5th International Conference on New Challenges in Management and Business (pp. 1-22). Bulgaria.
Facebook Page DNA Garage Ratchaphruek, Nonthaburi - Comprehensive Car Services including Wheels, Tires, Shocks, and Brakes. (2023). https://www.facebook.com/dnagaragethailand/?locale=th_TH. [in Thai]
Hard, M. (2016). The power of product documentation in content marketing. Mindtouch. https://media.trustradius.com/product-downloadables/8T/PX/0KUMEU0RCMKT.pdf
Hilmyansyah, M., & Noviandi, N. (2021). Optimizing brand awareness by using facebook ads at Bina Potensi Anak Indonesian Schools. Jurnal Teknologi Dan Open Source, 4(1), 93-97. doi: 10.36378/jtos.v4i1.1367
Jafarova, K., & Tolon, M. (2022). The effect of content marketing in social media on brand loyalty and purchase intention. Journal of Business Management and Economic Research, 6(4), 160-184. doi: 10.29226/TR1001.2022.318
Jerrentrup, M. (2020). Two media and their implications: Photo album vs. photo book. Culture & Society, 11(1), 105-125. doi: 10.7220/2335-8777.11.1.5
Klapwong, K. (2018). Online consumer behavior, technology acceptance, and marketing mix factors affecting purchase decisions of gem through online platform [Unpublished master’s independent study]. Bangkok University. [in Thai]
Kotler, P. (2009). Marketing management. Pearson Prentice Hall.
Kovacs, B. (2023, August 25). The role of content marketing in lead generation. Linkedin. https://www.linkedin.com/pulse/role-content-marketing-lead-generation-balazs-kovacs/
Lin, Y., Ahmad, Z., Shafik, W., Khosa, S.K., Almaspoor, Z., Alsuhabi, H., & Abbas, F. (2021). Impact of Facebook and newspaper advertising on sales: A comparative study of online and print media. Computational Intelligence and Neuroscience, 2021(2), 1-13. https://doi.org/10.1155/2021/5995008
Manokhut, N., Chaimankong, M., & Thanathiti, T. (2013). Factors relating to car accessories buying behaviour of the customers from car accessories shop in Nonthaburi Province [Unpublished master’s thesis]. Thonburi University. [in Thai]
Social Media. (2023, August 3). Video ads vs image ads: Which drive more engagement on Facebook?. Databox. https://databox.com/videos-vs-images-in-facebook-ads
Thitthanadechna, N. (2019). Effectiveness of digital marketing communication on Facebook ads and Google ads, the case study of essence skincare product, Face Labs (Thailand) Co., Ltd. [Unpublished master’s independent study]. Bangkok University. [in Thai]
Thongchaiyapakorn, S. (2021). The study of comparative effectiveness of Facebook Ads on making prospects interested in products : A case study of sticker labeling machine for B2B business under JITT Inventing Co., Ltd. [Unpublished master’s independent study]. Bangkok University. [in Thai]
Thongsuk, W. (2022). Facebook reels: The hottest short video feature trending right now. https://talkatalka.com/blog/facebook-reels/. [in Thai]
What is marketing persona? Explain with an example and real-world application. (2022). Wisesight. https://wisesight.com/th/news/what-is-marketing-persona/ [in Thai]
Za, S. Z., Tricahyadinata, I., Robiansyah, R. R., Achmad, G. N. (2021). Storytelling marketing, content marketing, and social media marketing on the purchasing decision. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(3), 3836-3842