The Impact of Social Media Marketing Activities on Electronic Word-of-mouth Communication and Purchase Intention, Mediated by Brand Equity and Social Brand Engagement: A Case Study of Consumers Using Café Services in Phitsanulok Municipality
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Abstract
The purpose of this study is to examine the impact of Social media marketing activities on Electronic word-of-mouth communication and purchase intention, mediated by Brand equity and Social Brand engagement: A case study of consumers using café services in Phitsanulok Municipality. Data was collected from 400 café service users in Phitsanulok Municipality through questionnaires, using quota sampling method. For analysis, structural equation modeling was used. The study found that The model fits the data with an SRMR value of 0.0915, which is within the acceptable threshold of less than 1 and Internal consistency reliability is within acceptable. The path coefficient (R²) of social brand engagement, brand equity, electronic word-of-mouth communication and purchase intention are 41.42%, 23.70%, 30.60%, and 31.67%, respectively. The effect size (f²) ranges from 0.0201 to 0.7071, with the strongest association showing a f² value of 0.7071 along the given path SMMAs -> SBE with a high effect size.The analysis of eight path coefficients revealed that six paths were statistically significant, with weights ranging from 0.174 to 0.644. The findings of this study can be used as a guide to create social media marketing strategies that appeal to target audiences and encourage social brand engagement, electronic word-of-mouth communication, and the desire to use café company services.
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