Social Media Marketing and Digital Marketing Communication Affecting Buying Decision Process Of Cornflake Products

Abstract

This research aims to investigate the relationship between social media marketing and digital marketing communication and the purchasing decision-making process for cornflake products, as well as to compare purchasing decision-making processes classified by demographic factors. The sample consisted of 400 consumers who had previously purchased cornflake products. Questionnaires were employed as the data collection instrument. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, including t-test, one-way analysis of variance, and multiple correlation analysis. The findings revealed that the majority of respondents were female, aged between 21–30 years, held a bachelor’s degree, worked as employees, and had an average monthly income of 15,001–20,000 baht. Customers’ opinions toward social media marketing were at a moderate level, particularly regarding entertainment-based marketing and interactive marketing. Similarly, customers’ opinions toward digital marketing communication were also at a moderate level. Regarding the purchasing decision-making process, customers demonstrated a high overall level of opinion across all stages, including need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The results of hypothesis testing indicated that customers with different gender, age, marital status, educational level, occupation, and average monthly income exhibited differences in their purchasing decision-making processes for cornflake products. Furthermore, a high positive relationship was found between social media marketing, digital marketing communication, and the purchasing decision-making process for cornflake products, with statistical significance at the .01 level. The study reflects that both social media marketing and digital marketing communication play important roles in consumer behavior within the cornflake market. These findings provide empirical evidence that can be applied to develop social media marketing and digital communication strategies in alignment with contemporary consumer behavior.