THE CAUSAL FACTOR IN SOCIAL MEDIA MARKETING STRATEGIES THAT AFFECT THE BRAND EQUITY IN BEAUTY CLINICS IN THAILAND

Abstract

          This article of this study were: 1) study the social media marketing strategy factors and brand value of beauty clinics in Thailand and 2) Consistency analysis of the social media marketing strategy model that effect to the brand value of the beauty clinics in Thailand. This study was quantitative research by integrated method. The method was the multi-step sampling questionnaire. The samples were 400 beauty clinic consumers by using LISREL technique for analyzed frequency, percentage, average, minimum and maximum, standard deviation, Measures of Skewness and Kurtosis. The quality method was used in specific depth interview. The primary informants are experts in online media marketing strategies and the administrator responsible for online marketing including with 1) Executives 2) the academics by totaling 7 people for analyzing the content and overview summarizing. The results of the study revealed that: 1) Social media marketing strategy factors consisted with 1.1) motivation such as information and achieving information goals, 1.2) media attitude such as, easy to use, useful, and perceived benefits, 1.3) the media formats such as Instagram and website, 1.4) marketing strategies such as online brand community, user-created content and customer participation and 1.5) value of product branding such as brand awareness, brand royalty, recognize product quality, brand image and brand trust. And 2) To test the structural equation modeling namely the model of consistency with empirical data, statistical significance at the level of 0.01 is the Chi-Square value of 59.902 degrees of freedom, 49 of the probability of 0.137 and the RMSEA of 0.22.