Suchada Supakan, Natthaporn Loetsakulcharoen and Laddawan Thanlap, January 2022
Everything that has happened over two years of COVID-19 will have a long-term impact on business and as Thailand enters the third year, i-dac Bangkok’s Suchada Supakan examines four trends in marketing that brands should take note of .
Suchada Supakan, Natthaporn Loetsakulcharoen and Laddawan Thanlap, December 2021
As COVID-19 continues to change the world, i-dac Bangkok’s Suchada Supakan explores Thai consumer behaviours and their relationship with content creators, while looking ahead at what’s next for influencer marketing in Thailand in 2022.
MRS Awards Papers, Finalist, Cultural Insights, 2021
L'Oréal Paris, a personal care company, launched a worldwide campaign to embrace a modern and relevant expression of female empowerment in marketing, and understand needs and behaviours deeply to connect with women in a powerful and authentic way.
Tourism Authority of Thailand(TAT), a governing organization, and YGGDRAZIL, a video post-production company, collaborated to launch a campaign in Thailand to promote new dimensions of Thai tourism through online gaming and a website.
Suchada Supakan, Natthaporn Loetsakulcharoen and Laddawan Thanlap, November 2021
Amid the pandemic and its impact on Thailand’s automotive industry, i-dac Bangkok’s Suchada Supakan explores the e-commerce opportunities for auto brands and charts the future of marketing for automotive commerce in the kingdom.
Belynda Sim, Grace Espinoza, WARC Awards for Asian Strategy, 2021
Audio streaming service Spotify drove local product relevance with an online video, display, social, and influencer marketing and grew consideration and monthly average users in the Philippines, Thailand and Indonesia.
Suchada Supakan, Natthaporn Loetsakulcharoen and Laddawan Thanlap, August 2021
Online shopping for groceries and FMCG in Thailand has spiked during the COVID-19 pandemic and i-dac Bangkok’s Suchada Supakan shares research that can help advertisers understand consumers better and shape the right marketing strategy.
Umamon Siriluksanaporn, WARC Exclusive, Spotlight SEA, July 2021
POKKT’s Umamon Siriluksanaporn says the rise in mobile gaming, internet and smartphone usage is providing brand marketers with a unique environment to engage with Thailand’s customers over a fully digital spectrum.
Jaywant Singh, Benedetta Crisafulli, and La Toya Quamina, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 148-162
When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.
Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
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