อิทธิพลของการตลาดผ่านสื่อสังคมออนไลน์ที่มีต่อ มูลค่าความสัมพันธ์ของบริษัทกับลูกค้า: กรณีศึกษาธุรกิจร้านกาแฟ

Abstract

           This research aims to 1) study the perception structure of social media marketing strategy as a Case Study for Coffee Business, and 2) estimate the impact of social media marketing strategy on customer equity as a case study for coffee business

            The sample consisted of 400 Thai people who have experienced in a coffee shop and have experienced in a social media for the coffee shop. The data were then analyzed by description statistic consisting of frequency level, percentage, average, standard deviation. The inferential statistics of hypotheses were tested by Partial Least Squares Structural Equation Modeling analysis: PLS-SEM. The program that we used to test PLS-SEM is Smart-PLS 3.0.

            This study set out to identify attributes of social media marketing, including of five constructs:  entertainment, interaction, trendiness, customization, and E-word of mouth. The results of this study showed that the perception structure of social media marketing strategy at the highest level are customization and trendiness. According to testing of hypothesis by coefficient evaluation found that interaction and customization are affecting 3 factors of customer equity including value equity, brand equity and relationship equity with the statistical significance at 0.05. The finding of this study can provide a guide to managing their assets and marketing activities as well.