Online Marketing Strategies ONLINE MARKETING STRATEGIES THAT AFFECT HEALTHY FOOD PURCHASING DECISIONS THROUGH THE FACEBOOK PLATFORM OF CONSUMERS IN BANGKOK
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Abstract
Introduction: The trend of health consciousness and healthy food consumption has gained widespread popularity, especially following the COVID-19 crisis, with consumers becoming more health-conscious. This has led to continuous growth in the healthy food market, alongside the rise of online commerce, particularly through Facebook, which is a popular platform among Thais with up to 88.2% user engagement. Objective: To examine the differences in demographic factors and investigate online marketing strategies affecting healthy food purchasing decisions through the Facebook platform among consumers in Bangkok. Methods: The study employed a quantitative research approach. The sample consisted of 400 consumers aged 25-65 in Bangkok who had purchased healthy food via Facebook, selected using purposive sampling and two-stage sampling. Data were collected using an online questionnaire (reliability = 0.952) and analyzed using descriptive and inferential statistics. Results: Gender and education level significantly influenced healthy food purchasing decisions through Facebook, with females and those with a bachelor's or master's degree exhibiting higher purchasing decisions than other groups. Consumers placed high importance on all online marketing strategies, with marketing promotion and personalized service strategies being the most significant factors affecting purchasing decisions. Conclusion: Business operators should prioritize developing marketing promotion strategies and personalized services through the Facebook platform, particularly targeting working women with higher education, to increase opportunities for healthy food purchasing decisions.
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References
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