THE FACTORS AFFECTING BRAND AWARENESS OF PRIVATE HIGHER EDUCATION INSTITUTIONS IN THE CONTEXT OF SOCIAL MEDIA OF VOCATIONAL EDUCATION LEVEL STUDENTS IN SAMUTPRAKARN PROVINCE

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อำพล นววงศ์เสถียร เขมรินทร์ ชูประดิษฐ์ ธรรมสรณ์ โมราวรรณ

Abstract

The objectives of this research were: 1) to study and to analyze the factors affecting brand awareness of private higher education institutions in the context of social media of vocational education level students in Samutprakarn province, and 2) to applied the results of this research into practical use for formulating policy and brand awareness strategic plan of private higher education institutions in the context of social media for building brand awareness, brand equity, and brand positioning into vocational education level students.


This research began from reviewing literature on the factors affecting brand awareness of private higher education institutions in the context of social media with review literatures for formulating conceptual framework and employed hypotheses, emphasized a quantitative research technique. A mail survey was conducted to sample of 400 students as samples in Samutprakarn province. A descriptive statistics used was percentage and an analytic statistic was multiple regressions in the study. The tentative evidences from the study suggest that the main factors that affect brand awareness of private higher education institutions in the context of social media include customer engagement, e-words of mouth communications, brand exposure, brand attitudes and brand values.

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