Understanding the Social Media Marketing Activities Influence on Revisit Intention in Beauty Clinics: The Case Study in Bangkok, Thailand

Abstract

There have been very few studies of Social Media Marketing Activities (SMMA) influencing the Revisit Intention of a luxury service through beauty clinics. This research propose is to examines the relationship between SMMA, Brand Image, Brand Trust, Brand Loyalty and revisits intention towards eight luxury beauty clinics in Bangkok, Thailand. Empirical evidence was collected from 400 customers that had to undergo aesthetic procedures at least once. Multi-stage sampling for the survey was adopted. Partial Lease Square Structural Equation Modeling (PLS-SEM) was applied. The findings show that SMMA positively influences Brand Image (β = 0.678, p < 0.001), Brand Trust (β = 0.597, p < 0.001), Brand Loyalty (β = 0.344, p < 0.01) and Revisit Intention (β = 0.421, p < 0.001); the effect of SMMA is most prominent in Brand Image, whereas, in terms of branding perspective (Brand Image, Brand Trust, Brand Loyalty), only Brand Loyalty directly influences Revisit Intention (β = 0.327, p < 0.05). However, image and trust are critical elements in the brand-building process because they drive Brand Loyalty, a long-term behavioral intention in developing Revisit Intention. Therefore, from the point of view of the brand. The variables mentioned above are all essential components to drive Revisit Intention. However, e-marketer should promote specialized SMMA for their brands on social media platforms and engage in such activities to develop behavioral intention (Brand Trust, Brand Loyalty, revisit-intention). The outcomes of this study can enable beauty clinics better correctly estimate future customer revisiting and provide guidance to managing their assets and marketing activities.