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

Institute of Science Innovation and Culture
Rajamangala University of Technology Krungthep
Sathorn,10120 Bangkok,Thailand

Abstract

The e-commerce sector in Thailand has experienced a substantial expansion in recent years, primarily attributed to the broad availability of Internet connectivity and the increasing adoption of smartphones. The online marketplace exhibits a wide range of offerings that effectively address the evolving demands and tastes of consumers in Thailand. Nevertheless, there has been a lack of adequate attention given to examining the influence of social media marketing on consumers^ purchase intention and loyalty toward e-commerce platforms. The current research focuses on online shopping platforms in Thailand to examine the impact of social media marketing on consumers^ purchase intention and loyalty toward e-commerce platforms. To achieve these objectives, 400 online questionnaires were utilized for data collection in this research. The subsequent data analysis was conducted by using the SPSS program. The results suggest that various demographic variables, user actions, and levels of involvement on social media have a substantial impact on customers^ inclination to
make purchases and subsequently develop enduring loyalty toward a particular e-commerce platform. The research offers valuable insights for e-commerce platforms to improve their marketing efforts and cultivate customer loyalty toward their items.

Keywords: Social Media Marketing, Thai E-commerce, Purchasing Intention, Platforms, and Loyalty

Topic: Sustainability of Green Economics for Anticipating Global Recession