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Building Brand Equity on Integrated Marketing Communication through Facebook Influencing Teenagers' Purchasing Intention of Cosmetics in Thailand |
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| รหัสดีโอไอ | |
| Creator | Watcharaphorn Tungpradit |
| Title | Building Brand Equity on Integrated Marketing Communication through Facebook Influencing Teenagers' Purchasing Intention of Cosmetics in Thailand |
| Publisher | Graduate School;Nakhon Sawan Rajabhat University |
| Publication Year | 2557 |
| Journal Title | SOCIAL SCIENCES RESEARCH AND ACADEMIC JOURNAL |
| Journal Vol. | 9 |
| Journal No. | 27 |
| Page no. | 91-106 |
| Keyword | Brand equity, Communication, Facebook, Purchasing intention, Cosmetics, Teenage |
| ISSN | 2408-1647 |
| Abstract | This study aimed to 1) study the causal relationship among implementation of integrated marketing communication through facebooks, brand equity, and purchasing intention of leading cosmetic companies's facebook teenage fan page, 2) test compatibility between theoretical model and empirical model. Population of quantitative research were facebook's fan page teenagers (age 12-25 years old) of three cosmetics leading brands: Olay, Ponds, and Loreal. The researcher used online questionnaires to collect data from 550 fan page teenagers and analyzed the data via SPSS and LISREL. As for qualitative research, the researcher conducted in-depth interviews with facebook administrators, facebook fan pages teenagers and experts in e-commerce. The content analysis technique was employed in qualitative data analysis. The of research outcome yielded that respondents perceived implementation of integrated marketing communication through facebook of three cosmetic brands at a high level. They also perceived brand equity of three cosmetic brands at a high level while their purchasing intention was at a high level. The analysis of SEM via LISREL program indicated that theoretically the model is compatible with the empirical data. (Chi-square = 4.94, df = 14, p = 0.09866, GFI = 1.00). Integrated marketing communication through Facebook has strong direct effect on brand equity. Brand equity has a moderate influence on purchasing intention at a high level. While a weak direct influence was found between integrated marketing communication through Facebook and purchasing intention. However, moderate indirect influence was obtained between those two variables. |
