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The Impact of Social Media Promotional Activity Types and Design on User Experience and Participation Intention |
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| รหัสดีโอไอ | |
| Creator | Yiru Chen |
| Title | The Impact of Social Media Promotional Activity Types and Design on User Experience and Participation Intention |
| Contributor | Aweewan Panyagometh |
| Publisher | National Institute of Development Administration (NIDA) |
| Publication Year | 2569 |
| Journal Title | ICON International Journal of Management |
| Journal Vol. | 1 |
| Journal No. | 1 |
| Page no. | 1-17 |
| Keyword | Social Media Promotional Activity Types, Social Media Promotional Activity Design, User Experience, Participation Intention, Structural Equation Modeling, Activity Types |
| URL Website | https://so16.tci-thaijo.org/index.php/ICON/article/view/3278 |
| Website title | ICON International Journal of Management |
| ISSN | 3088-3016 (Online) |
| Abstract | This study investigates the impact of Social Media Promotional Activity Types (SPAT) and Social Media Promotional Activity Design (SPAD) on User Experience (UX) and Participation Intention (PI). By integrating concepts from Uses and Gratifications Theory (UGT), Technology Acceptance Model (TAM), and Elaboration Likelihood Model (ELM), this research provides a comprehensive analysis of how different social media promotional strategies influence user behavior. Data were collected through a self- administered online questionnaire from 400 active users of various social media platforms, and analyzed using Structural Equation Modeling (SEM). The results demonstrate that both SPAT and SPAD significantly affect UX, which in turn mediates the relationship between these promotional activities and PI. This study offers meaningful contributions for marketers on how to enhance user engagement and participation through rigorously designed and strategically tailored social media promotions. The structural model showed that all hypothesized paths were significant at p < .001, with the model explaining 72% of the variance in participation intention (R² = 0.72). The findings contribute to the existing literature by highlighting the critical role of UX in driving participation intention and offer practical recommendations for optimizing social media marketing strategies. |
