The Effect of Social Media Participation on Female Millennial Customer’s Purchase Behavior for THAI SMEs Cosmetic Brand

Abstract

The objectives of this research were (1) to study of Social Media Participation, (2) verify the consistency and causal relationship of the factor model Social Media Participation that affect to Thai SMEs cosmetic brand’s purchase behavior and 3) study the relationship of the causal factor model of Social Media Participation that directly and indirectly affect to purchase behavior of female Millennial customers. This research is quantitative research, the sample size was determined with a total of 400 samples. The sampling was conducted using both probably and multistage sampling methods. The research instrument used in this study is a questionnaire. Data was collected through online questionnaire. The data were analyzed using statistical techniques, including calculating the mean, standard deviation, variance, and correlation. The relationships were examined through Structural Equation Model (SEM) analysis, and hypothesis testing was conducted by using regression analysis to find the Standardized Coefficients of the independent variables. The results of the study found that level of Social Media Participation in terms of sharing content is a high level. Attitude in motivation by stimulating from entertainment media that brands offer have the highest level and the most level of customer purchase behavior is comparing product information in terms of quality and price. This is consistent with empirical data (p- value = 0.372), with social media participation having a direct and positive influence on customer attitudes and has a positive indirect influence on customer purchasing behavior through attitude. From the results cosmetic brand can be used to promote customer participation on social media to generate purchases behavior. By using specialized experts and social media influencers present content to attract and build customer trust that leads to a positive attitude to the brand. When customers have a good attitude towards the brand This will lead to increased opportunities for customers to purchase more products. which can be used as a guideline for conducting business able to develop brand strategy.