| Title: | A Study of Factors Influencing Heytea’s Word-of-Mouth Marketing |
| Author: | Liu Juanjuan |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 15th National and International Academic Conference “Creating Shared-Value and Innovation for Sustainability” 18-20 January 2023 (pp.997-1004) Click PDF |
Abstract
This study aimed to examine the factors influencing HEYTEA’s word-of-mouth marketing based on the 5T Theory. Specifically, the study investigated the influence of the five dimensions of the 5T Theory, namely talkers, topics, tools, taking part, and tracking, on the brand image of HEYTEA, as well as the influence of brand image on consumers’ word-of-mouth intention toward HEYTEA. In addition, the study examined the mediating role of brand image in the relationships between the five dimensions of the 5T Theory and consumers’ word-of-mouth intention.
This study adopted a quantitative research design. Data were collected through a structured questionnaire from consumers who were familiar with HEYTEA and had previous purchase experience with the brand. A total of 450 questionnaires were distributed, 431 were returned, and 417 valid questionnaires were used for data analysis. The collected data were analyzed by using descriptive statistics, reliability analysis, validity analysis, Pearson correlation analysis, multiple regression analysis, and mediation analysis through SPSS.
The results showed that talkers, topics, tools, and taking part had significant positive effects on the brand image of HEYTEA, while tracking did not have a significant effect. Among the five dimensions, topics had the strongest influence on brand image. The findings also revealed that brand image had a significant positive effect on consumers’ word-of-mouth intention toward HEYTEA. Furthermore, brand image significantly mediated the relationships between talkers, topics, tools, and taking part and word-of-mouth intention, but did not significantly mediate the relationship between tracking and word-of-mouth intention.
This study contributes to the literature on word-of-mouth marketing by applying the 5T Theory to the tea beverage industry and highlighting the mediating role of brand image. It also provides practical implications for HEYTEA and similar brands in improving word-of-mouth marketing strategies, strengthening brand image, and enhancing consumers’ willingness to recommend the brand.
Keywords: HEYTEA, word-of-mouth marketing, 5T Theory, brand image, word-of-mouth intention
6417195072 Liu Juanjuan, 2568 (2025), Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), A Study of Factors Influencing Heytea’s Word-of-Mouth Marketing, นำเสนอในที่ประชุมวิชาการ (Conference): The 15th National and International Academic Conference, Online Conference, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย