Structural Equation Modeling of Self-image Congruence, Consumer Centric Content Marketing Strategies, and Brand Loyalty of Leading Thai Banks’ Facebook Followers
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Abstract
This research aims to conduct the structural equation model of Self-image Congruence as independent variable, Consumer Centric Content Marketing Strategies as mediating variables, and Brand Loyalty among Facebook Followers of Leading Thai Banks as dependent variable. During the data collection period, 276 individuals completed the Online Surveys. The results show that most fit indices in the proposed structural equation model are in acceptable levels (Chi-square = 276.074, Probability level = 0.00, CMIN/DF = 2.655, RMSEA = 0.078, GFI = 0.901, CFI = 0.922). Self-image congruence between Banks’ Facebook and their followers significantly determines the effective levels of content marketing strategies in the aspects of products/services, brands, banks, and other FB followers (β = 0.76, 0.74, 0.73, and 0.67, respectively, with p < 0.05). Additionally, the content marketing strategies particularly in the aspects of banks, and other followers significantly influence brand loyalty of the FB followers (β = 0.46 and 0.59, respectively with p < 0.05). At the ending session, the author discusses the results with implications for relevant firms to develop social media activities to build up their brand loyalty.
Article Details
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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