The Impact of Social Marketing on Consumer^s Purchasing Intention on Thai E-commerce Sties
Ying Dai ,Surachai Traiwannakij

Rajamangala University of Technology Krungthep Sathorn,10120 Bangkok Thailand

Abstract

Thailand^s e-commerce industry has seen significant growth in recent years, driven by widespread Internet access and smartphone adoption. The diverse online marketplace caters to the changing needs and preferences of Thai consumers. However, the impact of social media marketing on consumers^ purchase intention and loyalty to e-commerce sites has not received sufficient attention. This study sticks to online shopping platforms in Thailand to investigate the role of social media marketing in influencing consumers^ purchase intention and loyalty to e-commerce platforms. For this purpose, I used 400 online questionnaires for data collection, while the SPSS program was used in data analysis. The findings indicate that demographic factors, user behavior and social media engagement significantly influenced consumers^ purchase intention and further shaped their long-term loyalty to a specific e-commerce platform. These research provide reflective implications for e-commerce sites to enhance their marketing strategies and foster customer loyalty to their products.

Keywords: social media marketing- purchase intention- customer loyalty.

Topic: Social Equalities and Green Governance