college of management Mahidol University or CMMU (CMMU) reports the hottest marketing trends in the year 2022, the year of “bragging marketing” from research data, “BRAGGER MARKETING, know before anyone gets a heart, likes to brag”. Insights take a look at the show behavior of the new generation. In order to create a marketing strategy that breaks the rules of showing off the conventional style to be tactical. positive effect on buying behavior And lead to business expansion and promote the brand to stand out – attracting consumers more than anyone
From the research data, it was found that Showing is divided into two main forms: BRAGGER and HUMBLE BRAGGER by consumers like experienced. Influencers Reviews recommend products and services in a humble way. which allows products and services It received a good response of 70.5%.
but if a common person Always likes a serious way to show off. It will help the service get good feedback 51.2% and give advice to marketers. business owner brand builder and those who want to be a new influencer to strategies and communication styles Through research, the first 3 content that people like to show off are 1. Brand name 2. Service 3. Daily lifestyle The top three things people like to post and share the most are travel (33%, food 25.5%, and restaurants, coffee shops 19.2%).
Asst. Prof. Dr. Boonying Kongarchapat, Head of Marketing Department college of management Mahidol University (CMMU) said that CMMU conducted a demographic survey and analyzed the research data titled “BRAGGER MARKETING” to study attitudes and important variables that influence the showmanship behavior of Mahidol University. consumer And in the business sector, how to make consumers interested in their products and services? even wanting to leave a positive comment as well as being able to change to meet the consumer to find strategies that can support or create business opportunities to survive
As in the past situations where there are example cases of show-offs or popular campaigns on social media, such as the Falling Stars Challenge event, the trend has failed, the trend #it’s a must-have. Or the latest review of the Pimry Pie random box by surveying the target group, totaling 810 people, divided into 1. 750 online inquiries, 62.7% female, 24.7% male, LGBTQ+ 12.6% divided by generation Baby Boomer 2.9% Gen X 11.2% Gen Y 66.8% and Gen Z 19% and 2. In-depth interviews A sample of 60 people, 48 females, 11 males and 1 LGBTQ+, mostly Gen Y, found research data useful to marketers. brand builder business owner and new influencers
There are two types of bragging: BRAGGER, which is characterized by showing off to the world that we show off, and HUMBLE BRAGGER, which is characterized by showing off that we are not bragging. sample study subject Behavioral BRAGGERs It was found that those who felt insecure were more likely to ‘bragging’ their status than those who felt insecure. There are case studies from research such as small international airports. often referring to himself as ‘International Airport’ in advertising, or someone who graduated from an Ivy League university like Harvard. It is often said to have graduated from a university in an ‘Ivy League’ rather than directly mentioned by the university’s name.
While the study sample HUMBLE BRAGGER about behavior found that Most people have modesty bragging in their daily lives. Both males and females have similar proportions. The male has a modest showdown. more than female but those who boast in a humble manner Not very popular with the general public. and was seen as having little talent Because of the humble and insincere way to show off.
However, it was found that Thai society tends to prefer HUMBLE BRAGGER, and although most Thai people have a tendency to be considerate of others. But deep inside, there is also a certain “drive” that can cause bragging.
Which is partly from two personality types. 1. People who like to show themselves. (Self-Presentation) People who try to present themselves. There is a control over how others can see and be impressed and 2. Those who are confident in themselves (Self Esteem) who respect and see their self-worth, confident, believe in what they do. therefore often post publicly Show others that what they do is good, admirable, without a second thought.
Asst. Prof. Dr. Boonying continued the analysis of research data on what kinds of show-offs are effective for marketing. It was found that consumers prefer those who have experience. Influencers or KOL reviews recommend products and services with a humble way of showing off (HUMBLE BRAGGER). Recommend products and services from ordinary people Consumers tend to prefer the BRAGGER method of showing off.
When studying the show of style that Thai consumers like by comparing the telling about the service and the product, it was found that the consumer liked the story about the service. In a serious showdown, 51.2% is greater than a humble 48.8% showdown, while a product declaration. If it’s a serious show off, such as taking a picture of a brand-name product, the logo is clearly visible. Consumer feedback is 29.5%, less than 70.5% of the humble showdown, such as taking a photo of a coffee mug and posting it on Instagram. with brand name bags placed on the side, looks inattentive
In addition, bragging leads to reviews or sharing online in the form of E-WOM or word of mouth. Influence that can stimulate purchase intention (Purchase Intention), with income more than 100,000 baht more likely to have behavioral buying by than other income levels. found
- LGBTQ+ groups are more likely to show off than other genders.
- Gen Z tends to boast more than other Gens because they were born in the age of internet and technology. Proficient in accessing technology with ease and have more social behaviors through social media, websites than any other generation
- Income levels of 15,000 – 25,000 baht are more likely to show off than other income levels. by commenting that “To save money and buy it, it’s not easy. When I get it, I want to show some. Let others see that we have it.”
- self-expression (Self-Presentation) is more likely to show off. by commenting that “If I receive a gift from a famous brand, I will definitely post it. Want to post it for people to see? Sometimes I want to be the center of attention.” The most popular channel that people use to show off is Instagram because it uses lifestyle posts such as Where did you eat today? where to have coffee how to dress What is your favorite restaurant? And Instagram is an easy to use platform. not much text There are many formats to use. You can post photos and videos in a short 24 hour period such as an IG Story.
By the content that people like to show off the most, the top 3 are
- brand name products
- Impressive service
- daily life lifestyle Take a photo of where you are, what you eat, and a picture of yourself. Captions are rarely put. Enter as an emoticon
while the overview of the research on Reviewing or sharing (Post & Share) on the online world found that
1. LGBTQ+ people are more likely to review or share than other genders. with the opinion that “Most of them choose to go in the form of services more. because we are impressed Especially if the service is on point. where we really need it I choose to share and I’ll tell you later.”
2. Gen Z is more likely to review or share than other Gens.
3. Income levels 15,000 – 25,000 baht are more likely to review or share than other income levels.
4. Self-confident people are more likely to review or share. What people like to post and share the most are travel 33%, food 25.5%, restaurants, coffee shops 19.2%, general news 10.8%, technology 4.8% and investment 4%.
Atchara Rujirapong, Master’s degree student college of management Mahidol University (CMMU), the team leader, said that from the research, “BRAGGER MARKETING knows before anyone gets the person who likes to show off”, resulting in a study and analysis of marketing strategies divided into 3 steps, as follows:
1. Awareness, selection of influencers and KOL, service design
Premium to be special and different. Suggest that you be careful of clicking Like (Like), Press Share (Share) the page to redeem a discount. because they can’t draw customers to stay with the brand all the time
2. Engagement, design a theme concept, creating an atmosphere that is photogenic and memorable Activities are organized according to what is trending. or in accordance with various festivals And be careful, people tend to not want to participate in activities. If the chances of receiving a prize are low
3. Loyalty gives a special gift. for important customers To stimulate e-WOM with special privileges for premium customers who will receive special services than the general public
In addition, the research team has invented “A flirtatious marketing strategy called BRAG STRATEGY” to create business opportunities in 2022 with recommendations for marketers. business owner and influencers The details are as follows.
- B: Brandname, a strategy to attract brand-name lovers The reason why consumers want to show off brand-name products because it is a high-priced product It is often used as a symbol of social status, such as showing off cars, showing off food, showing off to boyfriends and business. I want people to see what we’re doing right now. how is life The strategies that recommend brand-name businesses are as follows:
1. Choose influencers and KOLs that have the right image for the product. and target groups
2. Offer value for money
3. Use a communication method that reflects your success in life.
4. Give a special gift for important customers to encourage word-of-mouth or sharing
- R: Restaurant creates an impressive moment. Take pictures to show off and record memories. Consumers like to share during happy times. I want people to know where to go. delicious food how good the atmosphere The strategies that recommend the restaurant business are as follows:
1. There are beautiful menus and decorations for customers to take pictures and post them on social media.
2. Make it difficult to access. Not easy to eat. 3. Always maintain a high standard. 4. Being certified by a reputable institution. But be careful not to like or share the page. to redeem the discount unable to attract customers to stay with the brand all the time
- A: Accommodation Impressive service accommodation This must show off-review-share. Consumers often brag or tell when they are well served by their accommodation. In other words, it’s an act of power. Indicates a superior social status than others. including may not come to this accommodation often Therefore, I want to take beautiful photos to keep and like to change the clothes to take many photos from different angles. Before checking in to the accommodation, I often like to look at the Instagram of the hotel or the place I am going to. What angles are there to prepare the clothes? including looking at your friends’ Instagrams If you like, then follow The strategies that recommend the accommodation business or the hotel business are as follows:
1. There are photo spots according to various festival themes.
2. Organize activities according to what is trending
3. Offer special privileges for premium customers who will receive special services than the general public.
4. Pay attention to reviews in Travel Booking Platform. Examples of successful businesses such as The Peninsula Hotel, New Year’s Countdown Fireworks Festival at ICONSIAM, etc.
- G: Gym showing off in good shape from your own efforts. The reason for wanting to show off is to make yourself look good in the eyes of others. Must make yourself stylish or unique with a good shape. obtained from one’s own efforts Examples of successful businesses include Fitness First, crazy coaches, or celebrities like Gypsy Keerati Bebe Thanchanok, with strategies that recommend the gym business as follows:
1. Stay up-to-date with business-related trends. and to keep up with the trend all the time
2. Create an exercise trend or making a puppet in a dream Fitness may create challenges to get viral on social media. Be careful, people tend to not want to participate in activities. If the chance of success is low
However, when studying the market research, people like to show off. Found something that Thai consumers do not want to show off as well, namely, current activities. Because of the feeling that they will be a victim of marketing. And when there are many trending activities, consumers feel tired of following every activity, including some activities that are not interesting enough, Achara concluded.
