Consumer purchase intentions for social media on facebook | |
| Author | Supond Boon-Long |
| Call Number | AIT Diss. no.SM-16-08 |
| Subject(s) | Social media--Marketing Consumers Facebook (Electronic resource)--Social aspects |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Due to the constant change in the nature of social media services, academic literature related to social media is still in its infancy. Previous research in social media is either qualitative research or quantitative research using questionnaire as a data collection. To measure consumer purchase intentions in previous studies of social media, researchers typically survey a sample of consumers and ask them to rate the level of their thoughts on three purchase intentions questions. This study shows how to develop indicator variables representing consumer purchase intentions for social media marketing by focusing on consumer comments made on Facebook. This study used novel data source, which data harvested from social media. Comments made on a Facebook fan page were categorized and recorded on a daily basis for a period of five months. Confirmatory factor analysis was employed to test and confirm the proposed measurement theory could use Usage Experience Issues (UEI), Information Requests (IR), Business Practice Issues (BPI), and comments about Product Launches/Developments (PLD) as indicator variables for the latent of consumer purchase intentions for social media on Facebook. The research found that these four core groups of comments: UEI, IR, PBI, and PLD were significant loading on purchase intentions and confirm that these four groups of comments can be indicator variable of purchase intentions for social media on Facebook. Marketers may incorporate these four groups’ topics in marketing communication and advertising strategies to trigger the awareness in the purchase of products to consumers, and to effectively predict outcome of marketing campaign. |
| Year | 2016 |
| Type | Dissertation |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Doctor of Philosophy in Business Administration (Publication code = DBA-SM, SM) |
| Chairperson(s) | Winai Wongsurawat; |
| Examination Committee(s) | Do Ba Khang;Poompat Saengudomlert; |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2016 |