Quantitative research that studied the marketing communication patterns affecting the gaming behavior in the LINE application among students of Suan Sunandha Rajabhat University. It is also the development of teaching and learning in related subjects. The researcher conducted the study and collected data from the students. Then analyze the data and test the statistical hypothesis. It shows that demographic characteristics in all aspects, including sex, age, and faculties correlated with the decision-making behavior of playing games in the LINE application significantly at the 0.05. Marketing communication pattern in advertising and public relations, promotion and marketing event are related to gaming decisions, reasons for playing games, people influencing the games, frequency of games, and devices used to play games.

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Title: Study of integrated marketing communication influencing consumer’s behavior are playing game application by Line app.: a case study of students in Rajabhat Suan Sunandha University

Creator: สุวิมล อาภาผล