| dc.description.abstract | The objectives of the research were (1) to study perception of Integrated Marketing
Communication (IMC) of Air Force Clubs, (2) to study aspect of fans to Air Force Club’s
image, (3) to compare demographic characteristics with Air Force Club’s image, and to
study correlation of IMC of Air Force Club’s image with Air Force Club’s image. The data
were collected by using questionnaire sampling from 400 members who were fans of
Air Force Club. Data analysis employed frequency, percentage, arithmetic mean () and
standard deviation (S.D.), statistics used for hypothesis testing include t-test, one-way
analysis of variance, and Pearson Product Moment Correlation Coefficient. The study
presented the following results:Demographic Fans’Air Force Club were males (78.50%), ages between 25-34
(42.00%), government/stage enterprises occupation (42.75%), average monthly income
between 20,001-30,000 baht (33.00%), marital status (48.30%), and lower than bachelor
degree (82.50%)
Demographic Air Force Club Fans from the middle class get news updates about
the league from IMC, social media, television broadcast, and radio reports. The fans are
generally concerned about the league’s game results, club’s news and information,
league’s schedule, and result of drawing lots. Demographic Air Force Club Fans play a
big role in bringing the image of Air Force Club in high level.
The hypothesis testing showed that different occupation, average monthly
income, and marital status of fans’ Air Force Clubhad statistically significant differences at the level of .05 on Air Force Club’s image. On the contrary, difference in gender, age,
education had no statistical significance for their Air Force Club’s image. The IMC of Air
Force Club showed correlation with Air Force Club’s imageatstatistical significance
.05that was three channelsincluding television broadcastingmedia, radio broadcasting
media, and printed media. | en_US |
