The Causal Relationship Model of Brand Love Via Online Social Media of Consumers in Bangkok and Vicinity
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Abstract
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.
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