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Social Media in Marketing Communications Influence Brand Awareness and Purchase Decisions of Online Clothing |
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| รหัสดีโอไอ | |
| Creator | Nuttapong Charonedeesupsiri |
| Title | Social Media in Marketing Communications Influence Brand Awareness and Purchase Decisions of Online Clothing |
| Contributor | Sirirat Kosakarika,Yupawan Vannavanit |
| Publisher | Kasetsart Business School |
| Publication Year | 2565 |
| Journal Title | Kasetsart Applied Business Journal |
| Journal Vol. | 15 |
| Journal No. | 23 |
| Page no. | 21-40. |
| Keyword | Marketing Communications, Social Media, Clothing, Purchase Decision |
| URL Website | https://so04.tci-thaijo.org/index.php/KAB/about |
| Website title | https://journal.bus.ku.ac.th/ |
| ISSN | 25396250 |
| Abstract | This research aimed to study Social Media in Marketing Communications Influence BrandAwareness and Purchase Decisions of Online Clothing for people who have bought clothesonline within a year. Data were collected using a set of questionnaires with a sample via onlinemedia of 320 individuals. Data analysis was frequency, percentage, mean and standard deviationwhich was computed by a software package program. The study found social media marketingcommunication affects brand awareness in all 4 types of clothing, namely website, ad search,ad display, and electronic mail, with values of 0.87, 0.73, 0.89, and 0.59, respectively. Clothingproducts also affect purchasing decisions at every step of the process. Problem recognition,Information search, Evaluation of Alternative, Purchase decision, and postpurchase behaviorwith values of 0.88, 0.95, 0.80, 0.85, and 0.80, respectively. The factors in online marketingcommunication that affect consumers the most are to search for ads Brand awareness factorsthat affect consumers the most is to recognize the brand and factors in the purchasing decisionprocess that affect consumers the most is to evaluate alternatives. |
