MARKETING STRATEGIES AFFECT OF BRAND EQUITY REAL ESTATE PROJECT THROUGH ONLINE FACEBOOK OF CONSUMERS IN EASTERN ECONOMIC CORRIDOR

Abstract

Introduction: Housing is essential to human living. Therefore, the decision to purchase a home is an important indicator of quality of life. This is because a home is not merely a place for rest, but also a center for family life, as well as a means of saving and long-term investment. Objective: 1) personal factors affecting brand equity on real estate project through Facebook 2) marketing strategies of real estate project affecting brand equity through Facebook of consumers in the Eastern Economic Corridor (EEC) 3) brand equity of real estate project through Facebook of consumers in the Eastern Economic Corridor(EEC) 4) influences of personal factors and marketing strategies on Facebook affecting brand equity on real estate project through Facebook of consumers in the Eastern Economic Corridor(EEC).Method: The study was quantitative research, and the surveys were conducted on 20 years old and over consumers who lived in the Eastern Economic Corridor area. The sample size was 400 by using sampling method of Taro Yamane. Questionnaires were the research instrument. The statistics used for data analysis were T-test and F-test for comparing a group of personal characteristics and more than 2 groups respectively as well as Multiple regression analysis at level 0.05 of statistical significance. Result: Revealed that personal factors of consumers were mostly between 31-40 years old, married/living with couple, bachelor’s degree holders, company employees, and earned 20,000-40,000 baht monthly. They frequently found real estate project advertisements on Facebook which affected no difference in brand equity awareness. The hypothesis tests showed that consumers could associate to the project concept in perceived quality at the highest level. Brand awareness and brand loyalty were at a high level. Personal factors and marketing strategies on Facebook positively influenced brand equity of real estate project of consumers in the Eastern Economic Corridor (EEC). Conclusion: personal factors and Facebook marketing strategies play a significant role in enhancing brand equity for real estate projects in the Eastern Economic Corridor (EEC). These findings highlight the importance of targeted digital marketing in strengthening consumer perception, awareness, and loyalty toward real estate brands.