Integrated marketing communications to deter downloading of copyrighted music in Bangkok Metropolitan Region
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Date
2020-01-10Author
Lhaoboonmee, Kamolrat
กมลรัตน์ เหล่าบุญมี
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Integrated marketing communications to deter downloading of copyrighted
music in Bangkok metropolitan region. the purpose of this thesis is a relationship
between Integrated marketing communications and the decision to deter downloading
of copyright music. The thesis is applied research and gathering data by quantitative
method from the sample group that is 400 people who used to download illegal
copyrighted music. The sample group determined by calculated formula of Cochran
at 95% of reliance level. The research tool used in this thesis is an online
questionnaire to enable analysis through “Descriptive Statistics” and “Inferential
Statistics” Chi - square to test the difference and relationship of data. The findings
show that there are 48% of male and 54% of female, the majority of a sample group
age is 24 - 30 years old at 50.2%, 36.3% of a sample graduated from bachelor
degree, 75.8% are single, 38.3% are students and 47.3% is given income less or equal
10,000 baht per month. The results further show, with a level of significance at 0.05,
that the decision to prevent downloading of copyrighted music depends on
Integrated Marketing Communications via advertising, person, public relations and
online marketing. Therefore, all related sections are able to apply this study to
stipulate channel reaching the target efficiently.
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