The Types of Social Media that Influence Brand Name Purchase Intention

Abstract

This study aimed (1) to compare the differences in brand name purchase intention based on interaction with different types of social media platforms and (2) to examine the factors influencing brand name purchase intention. A quantitative research design was employed, and the study was conducted in Bangkok, Thailand. The sample consisted of 402 consumers who had previously purchased brand-name products. A multi-stage sampling technique was applied by dividing Bangkok into six administrative clusters, randomly selecting one district from each cluster, and collecting data from 67 respondents in each district. A questionnaire was used as the research instrument. Descriptive statistics, analysis of variance (ANOVA), and multiple regression analysis were employed for data analysis.

The results indicated that consumers who interacted with different social media platforms had significantly different levels of brand name purchase intention at the 0.01 level. Facebook (Mean = 4.123) and Instagram (Mean = 3.989) users exhibited the highest purchase intention. In addition, brand love had a stronger influence on purchase intention than brand trust, with regression coefficients of 0.390 and 0.158, respectively, and both were statistically significant at the 0.01 level. Together, these variables explained 19.90% of the variance in purchase intention. The findings provide practical implications for designing social media marketing strategies that foster emotional attachment and effectively enhance consumer purchase intention for brand-name products.