“Marketing people who like to show off”, the behavior of showing off of the new generation. Tear up the rules of showing off simple styles • Thumbsup

about the behavior of the new generation Regardless of the gen, what’s interesting to marketers and brands is how they adapt to the changing tastes over time.

Previously, CMMU had conducted research data called “BRAGGER MARKETING knows before anyone gets the heart of someone who likes to show off” Although the results of this research have been done for a while. But what’s interesting for people who regularly look at IG is that the show-off behavior of the new generation doesn’t get any less.

The more the covid-19 situation that is relaxed and open to living more Even though I know that I still have concerns But the image that appears in many online media is Thai people and around the world are starting to wear masks less and more adapting to new lifestyles.

Here’s a look at this trend brief and how brands and marketers can take advantage of it.

Showing is divided into two main forms.

• open bragging (BRAGGER) : The way to show off to the world that we show off. Their behavior comes from those who feel insecure, are more likely to ‘show off’ than those who feel secure.
• humble bragging (HUMBLE BRAGGER) : The appearance of showing off to others to think that we do not show off. Not very popular with the general public. and was seen as having little talent and looks insincere But Thai people prefer this style of showing off. Because most Thai people are considerate, but deep within their hearts, there is some “drive” that can cause them to show off as well.

where consumers like to have experience Influencers Reviews recommend products and services in a humble way. which allows products and services Has received a good response to 70.5%, but if it is a general public Always likes a serious way to show off. will help the service get good feedback 51.2%

The first 3 content that people like to show off

1. brand name
2. service
3. daily life lifestyle

What people like to post and share the most

• Travel 33%
• Food items 25.5%
• Restaurants, coffee shops 19.2%
• general news 10.8%
• technology 4.8%
• investment 4%

In addition, bragging leads to reviews or sharing online in the form of E-WOM or word of mouth.

Influence can stimulate buying behavior (Purchase Intention), with people earning more than 100,000 baht more likely to have buying behavior by other income levels.

Popular channels that people use to show off.

side of the channel used to show off

• Instagram
• Facebook
• TikTok
• Youtube
• LINE
• Twitter

Showing frequency

• special moment Have an event or special day
• general time a week 1-2 time

The reason for wanting to show off

• Want people to know that you have the best.
• indicative of social status
• Want to show that your purchase is the best?

Reviewing or sharing (Post & Share) on the online world also discovered that

• LGBTQ+ people are more likely to review or share than other genders.
• Gen Z is more likely to review or share than other Gens.
• Income level 15,000 – 25,000 baht

A pedantic marketing strategy for brands.

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 and is often used as a symbol of social status

advice

1. Choose influencers and KOLs that have the right image for the product. and target groups
2. offer value
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 wants people to know where to go. delicious food how good the atmosphere – Create impressive moments Take pictures to show off and record memories.

advice

1. There are beautiful menus and decorations for customers to take pictures and post them on social media.
2. make access difficult not easy to eat
3. Always maintain a high standard
4. Getting accreditation from 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 – Indicates that the social status is superior to others including may not come to this accommodation often Therefore, I want to take beautiful photos and store them, maybe check the information to see if there are any outstanding angles.

advice

1. There are photo spots according to various festival themes.
2. Organize activities according to what is trending
3. Provide special privileges for premium customers who will receive special services than the general public.
4. Pay attention to reviews on the Travel Booking Platform. Examples of successful businesses include The Peninsula Hotel, New Year’s Countdown Fireworks Festival at ICONSIAM, etc.

G: Gym showing off in good shape from your own efforts. – Show off to make yourself look good in the eyes of others. Make yourself stylish or unique with a good figure. obtained from one’s own efforts

advice

1. Stay up-to-date with business-related trends. and to keep up with the trend all the time
2. Create a fitness trend or make a puppet in a dream May create challenges to create a viral trend (Viral), but be careful, people tend to not want to participate in the event.

Analyze marketing strategy in 3 steps is

• Awareness : Choose Influencers and KOLs to design premium services. to be special and different
• Engagement : Design a Theme Concept to create an atmosphere that is photogenic and memorable. Organize activities according to what is trending or in accordance with various festivals
• Loyalty : give 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

Let’s try to apply this information to your online strategy.