A Study on the Effectiveness of Facebook Ads on Generating Sales through an Online Food Delivery Application: A Case Study of Samyan Joke Restaurant, Khae Rai Branch
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Abstract
The objectives of this research were to study demographic factors and marketing communications that affected the decision to buy food from an online food delivery application and to examine content, forms, and components of Facebook advertising that could create consumer awareness of a food business, i.e. Samyan Joke Restaurant, Khae Rai Branch. A questionnaire was used as a tool to collect data from the 400 customers. The data was analyzed by independent sample t-test, one-way ANOVA, and Multiple Linear Regression. Furthermore, this study employed an experimental-based research method to discover content, forms, and components of Facebook advertising raising the customers’ awareness. The results of the research showed that the demographic factors including marital status and monthly income had significantly influenced on the decision to buy food through the online food ordering applications at the 0.05 significance level. The marketing materials, marketing promotion, and product value perception influenced the customers’ decision to buy food via online the food delivery applications at the 0.05 significance level.
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