อิทธิพลของการตลาดเชิงเนื้อหา การสื่อสารแบบปากต่อปากทางอิเล็กทรอนิกส์และทัศนคติต่อตราสินค้าที่ส่งผลต่อความตั้งใจซื้อซ้ำสินค้าผ่านสังคมออนไลน์ (อินสตาแกรม)ของ ผู้บริโภคในประเทศไทย

Abstract

This research aimed to study the priorities of content marketing electronic word of mouth (E-WOM) and brand attitudes of customers via social media (Instagram) in Thailand. To study the influence of content marketing on repurchasing of customers via social media (Instagram) in Thailand. To study the influence of electronic word of mouth (E-WOM) on repurchasing of customers via social media (Instagram) in Thailand. And to study the influence of brand attitudes on repurchasing of customers via social media (Instagram) in Thailand. The author employed a questionnaire as a tool to collect data. The population for the study were 385 Thai customers who had purchased beauty cosmetics sold online, but never used Instagram as a purchase platform before. descriptive statistics included frequency, mean, standard deviation, inferential statistics, and the multiple regress the were used to describe the study results in addition. The study was found that most single females, aged between 21 to 25, studying at the ungraduated level of that time while the data were collected, self-employed, earning monthly salary range between 10,001-20,000 Thai Baht and residing in the South of Thailand which are likely to use Instagram Stories and most did not have the name of favorite cosmetics products or regular purchases through the storefront and the data analysis was used by the multiple regression which were found that the factors of E-WOM (Beta=0.503, t=8.558) customers’ brand attitudes (Beta = 0.177, t = 2.919) were the main factors for customers’ repurchase intentions via social media (Instagram) at the statistical significance of 0.05. However, there was no apparent influence on customers ‘repurchase intentions on Instagram regarding to the content marketing factors also, this study was suggested that the brand owners considered the factors of E-WOM and the brand attitudes towards the repurchasing intentions via social media into the account as the factors that increase the customers’ behavior in repurchasing intention