BRAND ADVOCACY FOR FOOD BUSINESS ON SOCIAL MEDIA IN THAILAND
Keywords:
Food Business, Social Media, Brand AdvocacyAbstract
The research paper has two objectives : 1) to study and analyze the components of a brand support model for food and dining businesses on social media in Thailand and 2) to simulate the relationship model of brand advocacy for food and dining businesses on social media in Thailand. This research is a quantitative research. The sample group is consumers who use social media through the Instagram application in food and dining businesses in Thailand age over 18 years and have been using Instagram for at least 1 year, a total of 737 samples with convenience random sampling. The instrument used for data collection was an online questionnaire. It consisted of 73 questions to measure all latent variables by using the estimation scale as a measure. The researcher divided the attitude score into 7 levels. The factor analysis confirmed the complex regression equation using structural equation modeling (SEM). The study found that the influence coefficients for all variables were positive and supported all variables, which model the relationship of brand advocacy, include on micro-influence factors, perceived brand authenticity factors, subjective norm factor, impression management factors, brand use factor affecting brand trust factors and brand advocacy. The most influencing factor is brand trust factor affecting brand advocacy (β = 0.668, P < 0.001).
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