The impact of the Attention, Interest, Desire, Action (AIDA) & Technology Acceptance Model (TAM) model in terms of integrated marketing communication towards viral marketing campaigns in Thailand

DOI

10.2991/978-94-6463-831-8_8How to use a DOI?

Keywords

Viral Marketing; Integrated Marketing Communications (IMC); AIDA Model; Technology Acceptance Model (TAM); Consumer Engagement; Digital Marketing in Thailand; Perceived Usefulness; Perceived Ease of Use; Thai Consumer Behavior; Intention to Use

Abstract

In Thailand’s fast-paced digital world, viral marketing has become a go-to strategy for brands looking to connect with Gen Z consumers. This study explores how Integrated Marketing Communication (IMC), guided by the AIDA model (Attention, Interest, Desire, Action) and the Technology Acceptance Model (TAM), can boost the effectiveness of viral campaigns. It addresses a key challenge faced by modern marketers: keeping brand messaging consistent across an ever-changing mix of digital platforms, while still capturing the emotional and functional triggers that drive online engagement. To investigate this, a survey was conducted with 384 Thai digital users. The results—analyzed through regression and correlation techniques—show that both emotional factors (AIDA) and technological factors (TAM) play a major role in predicting how people engage with viral content. The most influential drivers were intention to use (β = 0.745), interest (β = 0.271), and attention (β = 0.228), with the model explaining 83.8% of the variance in user behavior (R² = 0.838). These insights make it clear: when content is emotionally resonant, culturally relevant, and easy to access—especially on mobile devices—it’s more likely to be shared and interacted with. For Thai marketers, this research offers a practical blueprint for designing campaigns that don’t just go viral but build lasting relationships with their audience. It also adds to the academic conversation around how IMC can successfully merge AIDA and TAM frameworks in a Southeast Asian context.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Natacha Maswichian
AU  - Khanisorn Thiengkool
AU  - Chanitpon Panrattanasin
AU  - Natthanicha Kawilawan
AU  - Nipada Wannasomporn
AU  - Chanokpat Chaisin
AU  - Rotsukhon Taweelit
AU  - Rutchanon Petchsanguansri
AU  - Patipol Ratchakom
PY  - 2025
DA  - 2025/08/31
TI  - The impact of the Attention, Interest, Desire, Action (AIDA) & Technology Acceptance Model (TAM) model in terms of integrated marketing communication towards viral marketing campaigns in Thailand
BT  - Proceeding of the 1st International Conference on Lifespan Innovation (ICLI 2025)
PB  - Atlantis Press
SP  - 57
EP  - 64
SN  - 2468-5739
UR  - https://doi.org/10.2991/978-94-6463-831-8_8
DO  - 10.2991/978-94-6463-831-8_8
ID  - Maswichian2025
ER  -