Title: The Impact of Social Media Marketing on Consumer Purchase Behavior – A Case Study of TIKTOK
Author: Zhang KaiRui
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.776-784) Proceedings PDF
Abstract
Social media marketing plays an important role in today’s consumer purchase behavior. The purpose of this study was to examine the impact of social media marketing on consumer purchase behavior on the TikTok platform. The overall objective of this study were: 1) To explore the factors influencing TikTok consumer purchase behavior. 2) To examine the influence of social media marketing on consumer purchase behavior on TikTok.
The study used the quantitative research methodology, collected data from 156 respondents through questionnaire, processed and analyzed the data by using descriptive statistical analysis, correlation analysis, and linear analysis to explore the influence of social media marketing on consumer purchase behavior. The study found that:1) TikTok’ s perceived usefulness and perceived usability significantly influence consumer purchase behavior; 2) Social media marketing has a significant positive influence on purchase behavior. Recommendations:1) Improve the interactivity and attractiveness of social media ads to increase user engagement and brand stickiness; 2) Strengthen the perceived ease of use of TikTok platform, use data analysis and A/B testing and other methods to continuously improve advertising strategies, creative content and user-generated content (UGC) to enhance brand communication in order to improve the advertising effect and the consumer purchase experience.
Keywords: social media marketing, consumer purchase behavior, TikTok, influencing factors
The Impact of Social Media Marketing on Consumer Purchase Behavior – A Case Study of TIKTOK /
6517195824 Zhang KaiRui 2567 (2024) The Impact of Social Media Marketing on Consumer Purchase Behavior – A Case Study of TIKTOK สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University