Social Media in Marketing Communications that Affects Customer Engagement in the Coffee Shop Business of Generation Y Consumers in Muang District Phitsanulok Province

Abstract

The aims of this research were to study the social media in Marketing Communications that Affects Customer Engagement in the coffee shop business of Generation Y consumers in Muang District Phitsanulok Province. and the sample population consisted of 400 personal of Generation Y consumers in Muang District Phitsanulok Province. The instrument of this research was a questionnaire. The statistics used for analysis data were frequency, percentage, mean, standard deviation, t-test One-Way ANOVA and Multiple Regression. The result of the study has found that, 1. The overall social media in Marketing Communications is at a high level. 2. The overall Customer Engagement in the coffee shop business is at a high level. 3. Gender, education, occupation, and income there are different customer engagements. In the coffee shop business is different with a statistically significant level of 0.05. and found that: 4. The social media in Marketing Communication saspect of creating brightness, Content that is easily accessible, Interesting, and fun, and individual that Affects Customer Engagement in the coffee shop business of Generation Y consumers in Muang District Phitsanulok Province, it was 22.80% statistically significant level of 0.05.