Title: A Study of Social Media Marketing Strategies on Youngsters’ Purchase Intention
Author: Mohammed Sahil
Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 4th International Students Conference on Academic Multidisciplinary Research 2024 on March 21, 2024 (pp.95-104) ISCAMR 2024
Abstract
In contemporary online market environments, social media assumes a pivotal role, significantly shaping consumer behaviors, particularly among youngster demographics. This study endeavors to elucidate the multifaceted influence of social media marketing on youngsters online purchasing behaviors. Drawing upon a comprehensive review of extant literature, key factors including word-of-mouth, e-advertising, consumer trust, perceived usefulness, perceived quality, promotion, and purchase intention effectiveness are highlighted.
This study used the quantitative research method. Data collection was conducted through convenience sampling with 390 youngsters who were the target respondents, and participants were selected based on their willingness to participate online. The collected data was then loaded into SPSS software, KMO, and Bartlett’s spherical test, and the reliability, validity, and correlation with the all variables were tested. The analysis revealed that there is a positive effect of word of mouth, e-advertising, consumer trust, perceived usefulness, perceived quality, and promotion (dependent variable) on purchase intention (independent variable) in online shopping.
This research offers a substantive contribution to scholarly discourse by empirically delineating the salient factors shaping youngster’s purchase intention on social media platforms. By discerning the underlying drivers of consumer behavior in the digital milieu, this study advances theoretical understanding regarding the nexus between social media engagement and consumer decision-making processes.
The managerial implications derived from this study hold paramount significance for marketers and practitioners seeking to optimize their social media marketing strategies targeted at youngster cohorts. By discerning the pivotal determinants driving youngster’s purchase intention, marketers can tailor their promotional endeavors to align with the preferences and behavior of the target group. Furthermore, strategic interventions aimed at fostering trust, enhancing social influence, and augmenting perceived usefulness can be deployed to cultivate a favorable consumer response and engender sustained engagement on social media platforms.
Keywords: social media platforms, online marketing, youngsters, online shopping, purchase intention
A Study of Social Media Marketing Strategies on Youngsters’ Purchase Intention /
6517193004 Mohammed Sahil 2567 (2024) A Study of Social Media Marketing Strategies on Youngsters’ Purchase Intention สารนิพนธ์ (Independent Study), Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University