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https://rsuir-library.rsu.ac.th/handle/123456789/3125Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | Duangtip Chareonrook | - |
| dc.contributor.author | RUOYAN XIONG A | - |
| dc.date.accessioned | 2025-11-28T03:20:44Z | - |
| dc.date.available | 2025-11-28T03:20:44Z | - |
| dc.date.issued | 2025 | - |
| dc.identifier.uri | https://rsuir-library.rsu.ac.th/handle/123456789/3125 | - |
| dc.description | Thesis (M.A. (Communication Arts)) -- Rangsit University, 2024 | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | มหาวิทยาลัยรังสิต. สำนักหอสมุด | en_US |
| dc.subject | Advertising | en_US |
| dc.subject | Consumer behavior | en_US |
| dc.subject | Social media -- Marketing | en_US |
| dc.title | Exploring the impact of soft-sell and hard-sell advertising formats on consumer behavior on Douyin :a study of effective communication strategies for marketers | en_US |
| dc.type | Thesis | en_US |
| dc.description.other-abstract | This study aims to explore the impact of soft-sell and hard-sell advertising formats on consumer behavior on the Douyin platform and propose effective communication strategies. The research focuses on Douyin users and employs a quantitative research method, collecting feedback data from 400 active users through online questionnaires. Statistical methods such as regression analysis, correlation analysis, and paired sample tests are used to validate the hypotheses. The scope of the study covers consumer engagement with advertisements, purchase decisions, acceptance, and preferences, while incorporating theoretical models (e.g., the Elaboration Likelihood Model and the Theory of Planned Behavior) to analyze the differential effects of advertising strategies. The findings reveal that soft-sell advertising significantly enhances consumer engagement through emotional storytelling and brand value transmission (β=0.952, p<0.01), particularly excelling in building long-term brand trust and fostering social interactions. In contrast, hard-sell advertising is more effective in driving immediate purchase decisions by providing direct product information and time-limited offers (β=0.859, p<0.01). However, consumer acceptance of hard-sell advertising is relatively low, as its intrusive nature often leads to ad-skipping behavior (mean=3.33). It is recommended that marketers flexibly utilize both advertising formats based on product characteristics and consumption scenarios: establishing emotional connections through soft-sell advertising in the initial stages and promoting conversions with hard-sell advertising in later stages, while leveraging Douyin's interactive features to enhance user participation. Future research could expand to cross-platform and cross-cultural analyses to optimize the universality and precision of advertising strategies. | en_US |
| dc.description.degree-name | College of Communication Arts | en_US |
| dc.description.degree-level | ปริญญาโท | en_US |
| dc.contributor.degree-discipline | Communication Arts | en_US |
| Appears in Collections: | CA-CA-M-Thesis | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| RUOYAN XIONG.pdf | 731.5 kB | Adobe PDF | View/Open |
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