A Study of the Influence of Contextual Marketing Characteristics of Outdoor Advertising on Consumer Purchase Intention: A Case of Plan B Media

Abstract

With the rapid advancement of media technology, outdoor advertising has evolved from static presentations to immersive and interactive scene-based marketing. This study explored the influence of contextual marketing characteristics of outdoor advertising on consumer purchase intention, using Plan B Media as a case study. Anchored in the Stimulus-Organism-Response (SOR) theoretical framework, the research investigated how precision, interactivity, and immersive experience affect consumers’ cognition, emotion, and perceived value, ultimately influencing their intention to purchase.
The main objectives of this research were to analyze the direct effects of contextual marketing characteristics on purchase intention and to examine the mediating roles of cognition, emotion, and perceived value. A quantitative research method was adopted, and data were collected via structured questionnaires distributed both online and offline. The target population comprised individuals who have been exposed to or experienced outdoor advertising scenarios such as themed subway trains, interactive street billboards, and VR installations, particularly those implemented by Plan B Media.
This study used quantitative research methods. A total of 398 valid responses were obtained and analyzed using SPSS and AMOS for reliability, validity, correlation, and path analysis. The findings reveal that precision, interactivity, and immersive experience significantly and positively affect consumer purchase intention. Furthermore, cognition, emotion, and perceived value serve as significant mediating variables, with perceived value having the strongest indirect effect. The results highlight the critical role of immersive and interactive scene-based advertising in stimulating consumer responses.

Keywords: outdoor advertising, contextual marketing, purchase intention, Plan B Media, consumer behavior, SOR theory

6617195411 Kittisak Wongvitsud, 2568 (2025). Advisor: Dr. Ma Yu, สารนิพนธ์ (Independent Study), A Study of the Influence of Contextual Marketing Characteristics of Outdoor Advertising on Consumer Purchase Intention: A Case of Plan B Media, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย