Main Article Content
This study aimed to build a causal relationship model of brand love via online social media of consumers in Bangkok and Vicinity and to investigate the concordance between the causal relationship model of online social media consumer brand love and the empirical data. Two stages of this study were conducted: 1) building a causal relationship model of online social media consumer brand love and 2) investigating the concordance between the causal relationship model of online social media consumer brand love and the empirical data. The participants were 350 consumers with brand love from Bangkok and Vicinity who have made online purchases. The instrument used for data collection encompassed online questionnaire with a reliability value of 0.958. Statistical data analysis consisted of Pearson’s correlation coefficient, factor analysis, and path analysis to find the causal relationship using structural equation modeling with software to analyze the statistics of the Social Sciences. The results showed that there were 4 factors that affected online consumer brand love: brand authenticity, consumers’ impression and memorable experience, consumer lifestyles, and brand love.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors must agree to the journal publication rules and allow the editors to edit the manuscripts for publication.
Author’s right belongs to the author but Journal of Southern Technology holds the right of first publication and thus allow readers to use the article for the purpose of education but not commercial.
(4th ed.) Bangkok: Charoendee Munkong Press. [in Thai]
Arjong, C. (2012). The Effect of Lifestyle and Brand Awareness on Intentions to Purchase I-Phone in Chon Buri
Province, M.B.A. Thesis, Burapha University, Chon Buri. Thailand. [in Thai]
Butchiwan, P. (2016). The study causal relationship of factors affecting and innovative organization of entrepreneurs in
small and medium sized enterprises can create sustainable competitive advantage. Journal of Southern
Technology, 9(2), 85-97. [in Thai].
Chaengjenkit, C. (2006). Customer Experience Management. Bangkok: Yurega Press. [in Thai]
Charupongsophon, W. (2014). Strategic Branding Management. Bangkok: Plan Printing Press. [in Thai]
Electronic Transactions Development Agency (Public Organization): ETDA. (2017). Value of e-Commerce Survey in
Thailand 2017. Bangkok: ETDA Press. [in Thai]
Gongthananon, N., & Gamthornpasinee, K. (2017). Online Marketing. Bangkok: Good Head Press. [in Thai]
Iamratanakool, S. (2014). Principles of Marketing. Bangkok: Saengdaw Press. [in Thai]
Imbriale, R. (2018). Motivational Marketing: How to Effectively Motivate Your Prospects to Buy Now, Buy More, and Tell
Their Friends Too!. (8th ed.). New Jersey: John Wiley & Sons, Inc.
Isaraphakdee, P. (2018). Branding 4.0. (9th ed.) Bangkok: Amarin How to Press. [in Thai]
Kaiyawan, Y. (2014). Analysis for Structural Model Equation with AMOS. Bangkok: Chulalongkorn Press. [in Thai]
Keidwiboonwej, C. (2017). New Digital Media–Media for the Future. Bangkok: Chulalongkorn Press. [in Thai]
Kongmalai, A., & Distanon, A. (2018). Research Techniques in Technology and Innovation Management. Bangkok:
Thammasart University Press. [in Thai]
Kotler, P., Katajaya, H., & Setiawan, I. (2017). Marketing 4.0. New Jersey: John Wiley & Sons, Inc.
Manthiou, A., Kang, J., Hyun, S. S., & Fu, X.X. (2018). The Impact of brand authenticity on building brand love: An
investigation of impression in memory and Lifestyle-congruence. International Journal of Hospitality
Management, 75, 38-47.
Ministry of Digital Economy and Society (MDES). (2016). Digital Development for Economic and Society Plans. Bangkok:
Ministry of Digital Economy and Society Press. [in Thai]
Niyomsart, S. (2015). Brand Love, Brand Loyalty, And Word of Mouth: A Case of Air Asia. M.B.A. Independent Study
Report, Khon Kaen University, Khon Kaen. Thailand. [in Thai]
Pitayawirun, W., & Gulis, N. (2014). Digital marketing influencing consumer’s response in approaching marketing
information. Srinakarinwirot Business Journal, 5(1), 80-96. [in Thai]
Samittikrai, C. (2018). Consumer’s Behavior. (8th ed.). Bangkok: Chulalongkorn Press. [in Thai]
Srichaiyaphum, K. (2013). Relationship between Customer Experience of Small Business and Brand Loyalty of
Commercial Banks in Thailand, D.B.A. Dissertation, Dhurakij Pandit University, Bangkok. Thailand. [in Thai]
Srijunya, S.(2016). Creative Age Marketing 4.0. Bangkok: Q Advertising Press. [in Thai]
Sukcharoen, W. (2018). Marketing Research. Bangkok: Chulalongkorn Press. [in Thai]
The Secretariat of the House of Representatives. (2015). Digital Economy: Policy for New Economy. Bangkok: The
Secretariat of the House of Representatives Press.
Wichitchamaree, N. (2016). Principles of Public Relations. Bangkok: Kasetsart University Press. [in Thai]
Wongrattana, S. (2017). Technical for Research Instrument. Bangkok: Armorn Press. [in Thai]