Keys to success for the advertising media management business on the sky train routes in Thailand

Abstract

Enhancing the potential of the advertising media management business entrepreneurs enables them to be successful in their businesses on the sky train routes. At present, there are a total of 5 sky train lines and 113 stations in service, covering a distance of more than 157 kilometers. With this reason, advertising media used for the promotion of products and services are displayed both inside the train stations and in the trains in order to create awareness among consumers to make a purchasing decision. At present, the competition of this type of business is very high. Advertising media management business has not been able to adapt and differentiate itself from its competitors nor create its competitive advantage, resulting in its inability to respond to the needs of the customers who travel on the sky trains in Thailand. The objectives of this research were to: 1) study levels of personal norms, purchasing decision, co-branding with customers through social commerce tools, advertising strategies, social support, innovations for trust building, and the success of the advertising media management business on the sky train routes in Thailand