Online Marketing Strategies and Consumers' Purchase Decisions through Facebook Platforms in Phetchabun Province

Abstract

This research aimed to investigate personal factors, online marketing strategies, and consumers' purchasing decisions regarding products on the Facebook platform in Phetchabun Province. This study employed a quantitative research approach. The sample consisted of 400 consumers who had purchased products through the Facebook platform in Phetchabun Province. A cluster sampling method was employed, and data were collected using questionnaires. The statistical methods used for data analysis included mean and standard deviation. The results revealed that the respondents' overall level of opinion toward online marketing strategies was at the highest level of agreement. Among the various aspects, the product aspect had the highest mean score, followed by sales promotion and distribution channels, respectively. Furthermore, the respondents' overall level of opinion toward purchasing decision factors was also at the highest level of agreement. Post-purchase behavior had the highest mean score, followed by evaluation of alternatives and information search, respectively.