Integrated marketing communications to deter downloading of copyrighted music in Bangkok Metropolitan Region

Abstract

Integrated marketing communications to deter downloading of copyrighted music in Bangkok metropolitan region. the purpose of this thesis is a relationship between Integrated marketing communications and the decision to deter downloading of copyright music. The thesis is applied research and gathering data by quantitative method from the sample group that is 400 people who used to download illegal copyrighted music. The sample group determined by calculated formula of Cochran at 95% of reliance level. The research tool used in this thesis is an online questionnaire to enable analysis through “Descriptive Statistics” and “Inferential Statistics” Chi - square to test the difference and relationship of data. The findings show that there are 48% of male and 54% of female, the majority of a sample group age is 24 - 30 years old at 50.2%, 36.3% of a sample graduated from bachelor degree, 75.8% are single, 38.3% are students and 47.3% is given income less or equal 10,000 baht per month. The results further show, with a level of significance at 0.05, that the decision to prevent downloading of copyrighted music depends on Integrated Marketing Communications via advertising, person, public relations and online marketing. Therefore, all related sections are able to apply this study to stipulate channel reaching the target efficiently.