The Impact of Social Media Marketing on Consumer Purchase Intention and Customer Loyalty on E-Commerce Websites

Abstract

With the growing popularity of social media platforms, the proportion of consumers browsing and purchasing products through social media platforms is gradually increasing. The importance of social media marketing is reflected in its ability to increase the exposure and visibility of e-commerce websites, interact with users through social media platforms, and increase their trust and sense of belonging to the website. However, social media marketing also faces many challenges and difficulties. Firstly, the social media market in Thailand is highly competitive, making the choices consumers face more complicated. Secondly, advertising on social media platforms is costly and requires a reasonable budget and the selection of appropriate marketing strategies. This study aims to investigate the role of social media marketing in increasing Thai consumer purchase intention and consumer loyalty through e-commerce websites and to provide a reference for e-commerce websites' marketing strategies. The 400 completed data were collected using an online questionnaire survey and used for quantitative research. Descriptive statistics such as frequency, percent frequency, mean, and standard deviation are introduced. Various inferential statistical methods are used to test the hypothesis, particularly the Independent Sample t-test, the One-way ANOVA, the Simple Regression Analysis, and the Multiple Regression Analysis. The results obtained from the study indicate that differences in some demographic factors (Gender, Age, Occupation, and Monthly Income) and consumer behavior factors (Shopping Reasons) generate differences in consumer purchase intention. Social Media Factors based on the Multiple Regression Analysis have influenced Consumer Purchase Intention, and Consumer Purchase Intention has then played an essential role in Customer Loyalty, as confirmed by the Simple Regression Analysis. By providing a necessary basis, this study contributes to the understanding and optimization of Thai consumers' shopping behavior on e-commerce websites and in the digital marketing environment. Based on these findings, further research on social media marketing strategies and effectiveness is recommended to enhance consumer loyalty and shopping decisions in the Thai market.