Effects of Social Media in Marketing Communication Customer Engagement and Brand Loyalty on Intention to Buy Cosmetic Product of Generation Y in Thailand
Keywords:
Social Media in Marketing Communication, Intention to Buy, Generation YAbstract
The purposes of this research were to 1) examine the effects of social media used in
marketing communication on customer engagement and brand loyalty toward the cosmetic products
of Generation Y people in Thailand and 2) examine the effects of customer engagement and brand
loyalty on intention to buy cosmetic products of Generation Y in Thailand. An online questionnaire
was used to collect data from 400 Generation Y people. The descriptive data analysis, and multiple
regression analysis were used to analyze data. The results indicated that the four dimensions
of social media used in marketing communication, which are 1) vividness creation 2) accessible
content 3) informative and entertaining and 4) personalization positively affect customer engagement.
However, only accessible content and personalization had effects on brand loyalty. In addition,
both customer engagement and brand loyalty were found to have positive effects on intention
to buy cosmetic products of the Generation Y people in Thailand. This study demonstrates
successful new marketing communication strategies, i.e. story telling technique that emphasizes
on the interests, experiences, and knowledge of the customers which is a social media that
influences the purchase intention of Generation Y on the cosmetic products. The results of this
study would be beneficial for the cosmetic business to develop effective online communication
strategies that can be customized for each group of customers. This would enable the cosmetic
business to achieve the desired marketing result.
References
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Kim, A. J., & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65(10), 1480-1486. DOI:10.1016/j.jbusres.2011.10.014
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Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and Solutions for Marketing in A Digital Era. European Management Journal, 32(1), 1-12.
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Ministry of Commerce. (2018). MOC I-service : Health and Beauty Products. Retrieved from https://www.moc.go.th/index.php/e-service/category/42-171.html.
Persaud, A., & Azhar, I. (2012). Innovative Mobile Marketing via Smartphones: Are Consumers Ready? Marketing Intelligence & Planning, 30(4), 418-443. DOI:10.1108/02634501211231883
Phungphol, A. (2019). Determinants and Moderators of Intention to Purchase using Social Commerce. Journal of Business Administration The Association of Private Higher Education Institutions of Thailand, 8 (2), 69-89.
Positioning Magazine. (2020). Beautiful Tri "Economic Poisoning - Trading War, Beauty Market 3 Billion Out Tired. Retrieved from https://positioningmag.com/1244008.
Pourpakchashm, N. (2015). Mobile Marketing Acceptance: The Case of Young Customers in Malaysia. GSTF Journal on Computing (JoC), 4(2), 17-20.
Prentice, C., Han, X. Y., Hua, L. L., & Hu, L. (2019). The Influence of Identity-driven Customer Engagement on Purchase Intention. Journal of Retailing and Consumer Services, 47, 339-347. DOI:10.1016/j.jretconser.2018.12.014
Sashi, C. M. (2012). Customer Engagement, Buyer-seller Relationships, and Social Media. Management Decision, 50(2), 253-272.
Schiefele, U. (1990). The Influence of Topic Interest, Prior Knowledge, and Cognitive Capabilities on Text Comprehension. In J. M. Pieters, K. Breuer & P.R.J. Simons (Eds.), Learning Environments: Contributions from Dutch and German Research (pp. 323-338). Berlin, Heidelberg: Springer Berlin Heidelberg.
Syamananda, P. (2017). Beauty Product in Retail Business: How to Growth in Red Ocean. Retrieved from https://www.scbeic.com/th/detail/product/3268.
Wu, J., Shu-Hua, C., & Kang-Ping, L. (2017). Why Should I Pay? Exploring the Determinants Influencing Smartphone Users’ Intentions to Download Paid App. Telematics and Informatics, 34(5), 645-654. DOI:10.1016/j.tele.2016.12.003
Bamrungsuntorn, W. (2019). Beauty and personal care market in Thailand. Retrieved from http://warutb.com/2019/02/12/beauty-and-personal-care-market-in-thailand/.
Black, K. (2006). Business Statistics for Contemporary Decision Making. (4thed.) USA: John Wiley & Sons, Inc.
Castronovo, C., & Huang, L. (2012). Social Media in an Alternative Marketing Communication Model. Journal of Marketing Development & Competitiveness, 6(1), 117-136.
Chen, Y. R. (2017). Perceived Values of Branded Mobile Media, Consumer Engagement, Business consumer Relationship Quality and Purchase Intention: A Study of We Chat in China. Public Relations Review, 43(5), 945-954. DOI:10.1016/j.pubrev.2017.07.005
Cheng, X., Fu, S., & De Vreede, G. J. (2017). Understanding Trust Influencing Factors in Social Media Communication: A Qualitative Study. International Journal of Information Management, 37(2), 25-35. DOI:10.1016/j.ijinfomgt.2016.11.009
Davis, F. D. (1985). A Technology Acceptance Model for Empirically Testing New End-User Information Systems: Theory and Results. (Doctoral dissertation, Massachusetts Institute of Technology, Boston, USA) Retrieved from http://hdl.handle.net/1721.1/15192
Deng, L., Turner, D. E., Gehling, R., & Prince, B. (2010). User Experience, Satisfaction, and Continual Usage Intention of IT. European Journal of Information Systems, 19(1), 60-75.
De Vries, N. J. D., & Carlson, J. (2014). Examining the DriversAnd Brand Performance Implications of Customer Engagement with Brands in the Social Media Environment. Journal of Brand Management, 21(6), 495-515. DOI:10.1057/bm.2014.18
Eigenraam, A. W., Ellen, J., Lin, A. V., & Verlegeh. P. W. (2018). A Consumer-based Taxonomy of Digital Customer Engagement Practices. Journal of Interactive Marketing, 44, 102-121. DOI:10.1016/j.intmar.2018.07.002
Electronic Transactions Development Agency. (2019). Value of e-Commerce Survey in Thailand. Retrieved from https://www.etda.or.th/content/value-of-e-commerce-survey-in-thailand.html.
Habibi, M. R., Laroche, M., & Richard, M.O. (2014). The Roles of Brand Community and Community Engagement in Building Brand Trust on Social Media. Computers in Human Behavior, 37, 152-161. DOI:10.1016/j.chb.2014.04.016
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis. (6th ed). Upper Saddle River, New Jersey: Pearson Prentice Hall
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer Engagement with Tourism Social Media Brands. Tourism Management, 59, 597-609.
Hew, J., Lee, V., Ooi, K., & Lin, B. (2016). Mobile Social Commerce: The Booster for Brand Loyalty. Computers in Human Behavior, 59, 142-154. DOI:10.1016/j.chb.2016.01.027
Howard, J. A. (1994). Buyer Behavior in Marketing Strategy. (2nd ed). Englewood Cliffs, New Jersey: Prentice Hall.
Hung, S. Y., Tsai, J. C. A., & Chou, S. T. (2016). Decomposing Perceived Playfulness: A Contextual Examination of Two Social Networking Sites. Information & Management, 53(6), 698-716. DOI:10.1016/j.im.2016.02.005
Jayaram, D., Manrai, A. K., & Manrai, L. A. (2015). Effective Use of Marketing Technology in Eastern Europe: Web Analytics, Social Media, Customer Analytics, Digital Campaigns and Mobile Applications. Journal of Economics, Finance and Administrative Science, 20(39), 118-132. DOI:10.1016/j.jefas.2015.07.001
Järvinen, J., & Taiminen, H. (2016). Harnessing Marketing Automation for B2B Content Marketing. Industrial Marketing Management, 54, 164-175. DOI:10.1016/j.indmarman.2015.07.002
Kasikorn Bank. (2017). Thailand’s Cosmetics and Beauty Products Industry Opportunities for International Business. Retrieved from https://www.kasikornbank.com/internationalbusiness/en/Thailand/IndustryBusiness/Pages/201701_Thailand_Cosmetic.aspx
Kasikorn Research Center. (2018). Beauty Business Trend. Retrieved from https://www.kasikornbank.com/th/business/sme/KSMEKnowledge/article/KSMEAnalysis/Documents/Beauty-Business_Trend.pdf
Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining Branding Co-creation in Brand Communities on Social Media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39, 169-185. DOI:10.1016/j.ijinfomgt.2017.12.001
Khan, I., Dongping, H., & Wahab, A. (2016). Does Culture Matter in Effectiveness of Social Media Marketing Strategy? An Investigation of Brand Fan Pages. Aslib Journal of Information Management, 68(6), 694-715. DOI:10.1108/AJIM-03-2016-0035
Killian, G., & Mc Manus, K. (2015). A Marketing Communications Approach for the Digital Era: Managerial Guidelines for Social Media Integration. Business Horizons, 58(5), 539-549. DOI:10.1016/j.bushor.2015.05.006
Kim, A. J., & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research, 65(10), 1480-1486. DOI:10.1016/j.jbusres.2011.10.014
Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The Effects Of Social Media Based Brand Communities on Brand Community Markers, Value Creation Practices, Brand Trust and Brand Loyalty. Computers in Human Behavior,28(5), 1755-1767. DOI:10.1016/j.chb.2012.04.016
Leedy, P. D., Newby, T. J., & Ertmer, P. A. (1997). Practical research: Planning and design. Upper Saddle River, New Jersey: Merrill.
Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and Solutions for Marketing in A Digital Era. European Management Journal, 32(1), 1-12.
Lin, C.W., Wang, K.Y., Chang, S.H., & Lin, J.A. (2019). Investigating The Development of Brand Loyalty in Brand Communities from a Positive Psychology Perspective. Journal of Business Research, 99, 446-455. DOI:10.1016/j.jbusres.2017.08.033
Lin, H.C., Swarna, H., & Bruning, P. F. (2017). Taking a Global View on Brand Post Popularity: Six Social Media Brand Post Practices for Global Markets. Business Horizons, 60(5), 621-633. DOI:10.1016/j.bushor.2017.05.006
Meshal, S. A., & Almotairi, M. (2013). Consumer Acceptance of Mobile Marketing: An Empirical Study on The Saudi Female. International Journal of Marketing Studies, 5(5), 94-100. DOI:10.5539/ijms.v5n5p94
Ministry of Commerce. (2018). MOC I-service : Health and Beauty Products. Retrieved from https://www.moc.go.th/index.php/e-service/category/42-171.html.
Persaud, A., & Azhar, I. (2012). Innovative Mobile Marketing via Smartphones: Are Consumers Ready? Marketing Intelligence & Planning, 30(4), 418-443. DOI:10.1108/02634501211231883
Phungphol, A. (2019). Determinants and Moderators of Intention to Purchase using Social Commerce. Journal of Business Administration The Association of Private Higher Education Institutions of Thailand, 8 (2), 69-89.
Positioning Magazine. (2020). Beautiful Tri "Economic Poisoning - Trading War, Beauty Market 3 Billion Out Tired. Retrieved from https://positioningmag.com/1244008.
Pourpakchashm, N. (2015). Mobile Marketing Acceptance: The Case of Young Customers in Malaysia. GSTF Journal on Computing (JoC), 4(2), 17-20.
Prentice, C., Han, X. Y., Hua, L. L., & Hu, L. (2019). The Influence of Identity-driven Customer Engagement on Purchase Intention. Journal of Retailing and Consumer Services, 47, 339-347. DOI:10.1016/j.jretconser.2018.12.014
Sashi, C. M. (2012). Customer Engagement, Buyer-seller Relationships, and Social Media. Management Decision, 50(2), 253-272.
Schiefele, U. (1990). The Influence of Topic Interest, Prior Knowledge, and Cognitive Capabilities on Text Comprehension. In J. M. Pieters, K. Breuer & P.R.J. Simons (Eds.), Learning Environments: Contributions from Dutch and German Research (pp. 323-338). Berlin, Heidelberg: Springer Berlin Heidelberg.
Syamananda, P. (2017). Beauty Product in Retail Business: How to Growth in Red Ocean. Retrieved from https://www.scbeic.com/th/detail/product/3268.
Wu, J., Shu-Hua, C., & Kang-Ping, L. (2017). Why Should I Pay? Exploring the Determinants Influencing Smartphone Users’ Intentions to Download Paid App. Telematics and Informatics, 34(5), 645-654. DOI:10.1016/j.tele.2016.12.003
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2020-06-15
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Pansuppawatt, A. ., Pansuppawatt, P. ., & Samart, Y. . (2020). Effects of Social Media in Marketing Communication Customer Engagement and Brand Loyalty on Intention to Buy Cosmetic Product of Generation Y in Thailand. Journal of Business Administration The Association of Private Higher Education Institutions of Thailand, 9(1), 65–82. Retrieved from https://so02.tci-thaijo.org/index.php/apheitvu/article/view/242856
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