A Model of Brand Advocacy for Food & Dining Business on Social Media in Thailand

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Natchawan Surutwaranan
Pensri Jaroenwanit


       The research aims 1) to study and analyze the components of the brand support model for the food & dining business on social media in Thailand and 2) to simulate the relationship model of brand advocacy for food & dining business on social media in Thailand. The sample comprised used in the study is the consumers who use social media (Instagram) in the food & dining business in Thailand, a total of 737 examples. The tools used for data collection were questionnaires. The data was analyzed statistically was tested using Structural Equation Model (SEM). The results of study revealed that there are factors that influence and factors that do not influence on source credibility factors, source attractiveness factors, product match-up factors, meaning transfer factors, continuity factors, originality factors, reliability factors, naturalness factors and the most affecting factor is brand trust factors that affect brand advocacy (β= 0.546, P <0.001).


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Surutwaranan , N. ., & Jaroenwanit, P. . (2022). A Model of Brand Advocacy for Food & Dining Business on Social Media in Thailand. KKBS Journal of Business Administration and Accountancy, 6(1), 111–137. Retrieved from https://so04.tci-thaijo.org/index.php/kkbsjournal/article/view/245699
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