During the past few year, many applications were developed for smart-phone especially instant messaging (IM) applications. LINE, the successful Japanese IM application, reached 100 million users only 18 months after its initial release in March 2011. In June 2012, NHN (Next Human Network) Japan Corporation provided ‘LINE Official Accounts’, mobile marketing communications, aimed for firms to send messages directly to LINE users, who have added their account as a ‘friend’. In digital era, understanding of changes in users’ behavior is the important information to rethink firms’ marketing strategies. The objectives of this research are to examine users’ behavior, motivation and attitudes on LINE and to find factors influencing use and adoption of ‘LINE Official Accounts’. Users’ negative attitudes towards mobile marketing communications were also investigated in this research. The online questionnaire was used in this research by survey 300 people in Thailand, the second ranked of LINE user. The results could improve firms to use ‘LINE Official Accounts’ as mobile marketing communications efficiently such as increase users’ willingness to receive their messages, minimize users’ negative attitude on firms and minimize intrusive of user privacy. Furthermore, free stickers, some firms offer in ‘LINE Official Accounts’, could enhance brand recognition and activate transactions.
Palida Simasatitkul, National Chung Hsing University, Taiwan
Ying-Jiun Hsieh, National Chung Hsing University, Taiwan
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