Proceedings of The International Conference on Social Sciences in the 21st Century
An Exploratory of Marketing Communication Strategy of Dietary Supplement Products on Social Media in Thailand: Preliminary findings
Pawonpol Sornrabeab, Suttanipa Srisai, Jantima Kheokao, and Piriya Phovijit
The purpose of the study was to investigate marketing communication strategy of dietary supplement products on social media in Thailand. To study how dietary supplement product/brand use marketing communication strategies and tools to make itself outstanding in the market. The study was a qualitative research, to interview with 8 key informants who are involving in the market field; 1 product owner, 1 marketing manager, 1 online marketer and 5 product sales representatives on social media. Common results of the interview showed that every key informant concerning about 1. ‘differentiating’, to push their product outstanding in the market, being in mind of customer and being first of choice. 2. ‘reinforce/reminding’, high frequency of advertising on social media should be posted on social media into the right time, the right channel and the right person. 3. ‘informing’, by information pushing and healthbenefit claim should be more concern. 4. ‘persuading’, by using attractive cues such as picture, celebrity influencer, word-of-mouth, product reviewing by user and customer relationship management also have been used in the market. Conclusion of the study, this study is to find out marketing communication strategy on dietary supplement product on social media in Thailand by studying on the sender side (product/brand). They used marketing communication strategy to push the product into market but some of strategy (some advertising, messages, picture, health-benefit claim etc.) are not following by the regulation and leading to health-related misunderstanding and causing serious health harming. This study would be useful for the further study for preventing an illegal marketing communication on dietary supplement product on social media in Thailand.
Keywords: Marketing communication, Marketing communication strategy, Marketing communication element, Dietary supplement product, and Health product advertising.