ANALYSIS OF THE INFLUENCE OF SOCIAL MEDIA MARKETING ON THE PURCHASING DECISION OF PERSONAL CARE AND BEAUTY PRODUCTS AMONG CONSUMERS IN BANGKOK AND ITS VICINITY
การวิเคราะห์อิทธิพลการตลาดบนสื่อสังคมออนไลน์ต่อการตัดสินใจซื้อผลิตภัณฑ์ ดูแลร่างกายและความงามของผู้บริโภคในเขตกรุงเทพมหานครและปริมณฑล
คำสำคัญ:
Customer Engagement, Social Media Marketing, Purchasing Decisions, Personal Care and Beauty Products, Environmental Concernบทคัดย่อ
This research aims to compare the levels of purchase decision-making for personal care and beauty products among consumers in Bangkok and its vicinity, categorized by age group and product type. It also aims to examine the consistency of the structural equation model and identify factors influencing the purchase decision-making of personal care and beauty products among consumers in Bangkok and its vicinity. This research is quantitative, using questionnaires to collect data through quota sampling with 1,242 participants from consumers who have experience purchasing personal care and beauty products through social media channels. Data was analyzed using t-tests, one-way ANOVA, and structural equation modeling. The results showed that different age groups and product types have different levels of purchase decision-making. When classified by product type, product C had the highest average purchase decision-making, followed by product A and product B, respectively. For comparisons by age group, Generation Y had the highest level of purchase decision-making. Regarding factors influencing purchase decisions, the model was found to be consistent with empirical data at an acceptable level. For causal factor analysis, customer engagement was found to have the highest total influence on purchase decision-making. Social media marketing has no direct but significant indirect influence on purchasing decisions through brand awareness, customer satisfaction, and engagement. This research is expected to provide significant theoretical benefits in developing novel theories regarding the causal relationship between social media marketing and consumer behavior in the personal care and beauty industry.
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