The Mechanism of Efficiency Comparison for Digital Media Engagement

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Banyapon Poolsawas


        At present, a traditional media for consumer is replaced by a digital media. The digital media is increasingly popular. A growth of internet media is the primary factor that makes this new media be a primary channel for consumers’ communication on website. This research paper aims at examining a mechanism of efficiency comparison of consumer’s interest in digital media on social media. The analysis is performed by a tool to measure the efficiency of the content on the website. The most efficiency of the communication that allows the interaction between consumer and brand is a two-way digital communication that engaging with social issues. The frequency of content on the digital media seems not to be the case.


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