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The Comparisons of Social Media Marketing and Purchase Intention Green Product of Generation Y Consumer in Kalasin Province |
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| รหัสดีโอไอ | |
| Creator | Nanthaphat Nonsrimueang |
| Title | The Comparisons of Social Media Marketing and Purchase Intention Green Product of Generation Y Consumer in Kalasin Province |
| Contributor | Korawan Yothisean, Chonnipha Hansopha, Sodchuen Ut-armart |
| Publisher | Faculty of Administrative Science, Kalasin University |
| Publication Year | 2568 |
| Journal Title | Journal of Innovations in Business Management and Accounting |
| Journal Vol. | 1 |
| Journal No. | 1 |
| Page no. | 35-45 |
| Keyword | Social Media Marketing, Purchase Intention, Generation Y |
| URL Website | https://so19.tci-thaijo.org/index.php/jbaas |
| Website title | Journal of Innovations in Business Management and Accounting |
| ISSN | ISSN 3088-1153 (Print); ISSN 3088-1161 (Online) |
| Abstract | The Purposes of this research were to 1) to compare the social media marketing of Generation Y consumer in Kalasin province divided by demographics and 2) to compare the purchase intention green product of Generation Y consumer in Kalasin province divided by demographics. An online questionnaire was used to collect data from 302 Generation Y consumer. The statistics used for analyzing the collected data were F-teat (ANOVA). The results indicated that the 1) Generation Y consumer in Kalasin province with different gender, ages and educational level agreed differently with having social media marketing in the aspect of efficiency (p < 0.05) and 2) Generation Y consumer in Kalasin province with different gender and educational level agreed differently with having purchase intention green product in the aspect of efficiency (p < 0.05) |
