อิทธิพลของโฆษณาเฟซบุ๊กต่อการเลือกช่องทางซื้อสินค้าของผู้บริโภค: กรณีศึกษา แบรนด์ Dr.JiLL

พงศ์สรรค์ งามลิขิตเลิศ; ปฐมา สตะเวทิน

doi:10.14456/tisr.2025.19

Authors

พงศ์สรรค์ งามลิขิตเลิศ คณะนิเทศศาสตร์ มหาวิทยาลัยกรุงเทพ
ปฐมา สตะเวทิน คณะนิเทศศาสตร์ มหาวิทยาลัยกรุงเทพ

DOI:

https://doi.org/10.14456/tisr.2025.19

Keywords:

Consumer Behavior, Digital Marketing, E-Commerce, Online Advertising, Dr.JiLL

Abstract

This research aims to 1) investigate consumer decision-making behavior in selecting purchasing channels when exposed to Facebook advertisements for Dr.JiLL brand products and 2) analyze strategic development approaches for digital platforms in the channels most frequently chosen by consumers for Dr.JiLL products. The findings reveal that Shopee is the primary purchasing channel due to its convenience, attractive promotions, and secure payment system. However, supporting channels such as Facebook Messenger and Line@ play significant roles in providing additional information and enhancing consumer trust, particularly during the information search and evaluation of alternatives stages. The strategic development approaches for Dr.JiLL's digital platforms include: 1) Enhancing the efficiency of e-commerce platforms, which involves implementing loyalty programs, incorporating personalized features, and improving user experience; 2) Developing communication channels on social media platforms, such as deploying chatbots, utilizing automated notifications, and offering personalized product recommendations; 3) Integrating cross-platform strategies, including running cross-platform campaigns, utilizing data analytics for consumer insights, and optimizing interactions across various platforms; and 4) Organizing online promotional activities, such as hosting special events during key periods and encouraging product reviews from consumers.

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References

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