FACTORS INFLUENCING THE MEMORIZATION OF THAI FOOTBALL LEAGUE SPONSORSHIP ON INTERNET MEDIA

Abstract

Purpose:
The purpose of this study was to investigate factors influencing on customer’s memory for sponsor brands while watching a football highlight that post on internet media. The variables consisted of “on-screen-time”, “on-screen-competitors”, “brand familiarity” and “brand customer”.

Methods:
A total of 120 male university students, aged range between 21-25 years, from the Faculty of Sports Science and the Faculty of Education major in Health Education and Physical Education, Chulalongkorn University who enrolled in Sport Activity class During 2018-2019 academic year was included in this research. This study was designed as One-Shot Case Study in order not to affect the memory before the experiment. The participants were exposed to a vedio clip of football highlight and were asked to answer the questionnaire. Data were analyzed using logistic regression analysis to reach the objective of this research. Results For every one second board casting time increase, the odds ratio of memorization was increased by 0.5%. Every one percent increase in “brand familiarity” and “brand customer” also led to an increase odds ratio of memorization by 157.9% and 111.1%, respectively. For every one additional brand competitor on screen, the odds ratio of memorization was decreased by 4%.

Conclusion:
The memorization of sponsor depends on all 4 variables examined While board casting time, brand familliarity and brand customer all had a positive impact on the customer’s memorization, only “on-screen-competitors” affects memory in negative way.