Social Media Marketing Guidelines for Consumer Product Venders in Thailand

Abstract

The purposes of this research were 1) to analyze marketing factors affecting consumer goods purchases via social media of consumers in Thailand, 2) to present the social media marketing guidelines for consumer products venders in Thailand. The sample group was 284 of Thai consumers who bought consumer products through social media. The research instrument was an online questionnaire. The statistics used for analyzing data were mean, percentage, standard deviation and exploratory factor analysis. The results showed that the majority of the samples was female, aged 20-29 years old. Most of them were students and bought products through Facebook for 1-2 times a month with average amount per time of 300-500 baht. The products purchased through social media were apparel and accessories. The results of the analysis of factors affecting the decision to purchase consumer products through social were found to be able to be extracted with the total number of 20 important variables which could be explained with variance at 60.151 percent, and those were divided into 3 important components including value, relationship and experience. Therefore, the social media marketing guidelines for consumer product venders in Thailand comprised three key processes: delivering value, creating relationships and creating customer experience.