UNDERSTANDING THE EFFECT OF SOCIAL MEDIA ADVERTISING VALUES ON ONLINE PURCHASE INTENTION: A CASE STUDY OF BANGKOK, THAILAND

Abstract

This research aims to critically evaluate and examine the relationships between social media advertising value (SMAV), consumer personal factor towards social media advertisements (PF), technology acceptance (TAM), theory of behaviours (TPB), and online purchase intention (OPI) in Bangkok, Thailand. To address the research questions and objectives, an online survey was carried out based on quantitative research methods. The study clarified the relationship of the conceptual framework model consists of the following five constructs: SMAV, PF, TAM, TPB, and OPI. There were 400 respondents. The collected data were analysed using PLS-SEM. The study found significant relationships between five variables. This study would benefit organisations and digital marketers seeking to understand how social media advertising affects consumers these days. Understanding consumers’ interaction with social media advertising is essential for organisations and digital marketers to deeply understand how they view social media advertising; thus, organisations could create more effective and creative advertisements. This research also studies why people behave in certain ways, where reasons are the factors that influence their purchase intention for certain products/services advertised on social media.