Social Media Marketing and Brand Loyalty Influencing Online Purchase Intention for Chinese Customers in Supermarket Businesses

Abstract

This research explores how social media marketing and brand loyalty impact the online purchase Intention of Chinese customers in Thai supermarkets. The study examined 405 participants. Applying descriptive statistics and multiple Linear Regression determined that Social Media Marketing and Brand Loyalty moderately positively affect Online Purchase Intention. This shows the need for tailored marketing strategies. The multiple linear regression analysis reveals that social media marketing (R² = 0.206) and brand loyalty (R² = 0.217) have a moderate influence on Online Purchase Intention. Key elements such as platform-specific features (β = 0.254, p = 0.000), peer influence (β = 0.190, p = 0.002), regular brand usage (β = 0.194, p = 0.002), and customer reward schemes (β = 0.176, p = 0.004) play significant roles in this effect. The findings indicate that Thai supermarkets can attract Chinese customers by optimizing social media marketing strategies (e.g., culturally relevant content on WeChat and Weibo), enhancing brand loyalty programs (e.g., personalized membership rewards), and providing tailored content (e.g., informative and engaging interactions). While social media activities do not directly influence buying decisions, they modestly contribute to increasing consumer recognition and interaction with brands. Additionally, supermarkets should develop differentiated strategies to cater to various groups, such as young consumers aged 25–34 and middle-income groups, in order to meet their needs better and enhance competitiveness.