คุณลักษณะของชุมชนตราสินค้าทางเฟซบุ๊คที่มีความสัมพันธ์กับความผูกพันของลูกค้าและความภักดีต่อตราสินค้า : กรณีศึกษา ตราสินค้าเครื่องสำอางไทย

Abstract

This research aims to study 1) Facebook brand community characteristics, customer engagement, and brand loyalty among customer in the Facebook brand community, and 2) relationship between Facebook brand community characteristics, customer engagement, and brand loyalty. The researcher used a questionnaire as a tool to collect data from 385 Facebook users who were members of the Thai cosmetic Facebook brand community. The data were analyzed by frequency, percentage, arithmetic mean, standard deviation, and Pearson's correlation coefficient. The results found that Facebook brand community characteristics were important in joining as members of the community at a high level. Customer engagement and brand loyalty among customer who are members of the Thai cosmetic Facebook brand community were at a highest level. Facebook brand community characteristics positively related to customer engagement and brand loyalty at a highest level. Moreover, Customer engagement positively related to brand loyalty at a highest level. From the research findings, the owners of Thai cosmetic Facebook brand community should organize marketing activities through the brand community in order to create a good relationship between members and build closer relationships between brand owners and community members. They should give out prizes or give discounts to buy products with members who answer questions about the brand correctly.