Online Social Media Marketing and Brand Image Affecting the Decision to Choose Community Products of Chiang Rai through Online Media

Abstract

         This research aimed to study: 1) the level of online social media marketing, brand image and the decision to choose community products; and 2) online social media marketing and brand image affecting the decision to choose the community products of Chiang Rai through online media. The study used a quantitative research approach. The sample size consisted of 400 people. The instruments were the questionnaires, online social media marketing, brand image and the decision to choose the community products of Chiang Rai through the online media. The statistical tools used in data analysis were percentage, mean, standard deviation and multiple regressions of Stepwise regression method.

           The results showed that 1) the online social media marketing, as a whole and an individual, was at a high level (mean = 4.479); the level of Brand Image, as a whole and an individual, was at the highest level (mean = 4.530); and the decision to choose the community products, as a whole and an individual, was at a high level (mean = 4.441); as well as, 2) for the online social media marketing (X₁) and brand image (X₂), all factors were affecting the decision to choose the community products of Chiang Rai through the online media in overall (_tot). The correlation coefficient was equal to 0.792. Effectiveness in the prediction was 62.5 %, and the standard deviation of the prediction was 0.130. Its statistical significance was at .01 level. It was written as the following equation regression analysis was below.

  _tot=  1.083 + 0.320 (X₁) + 0.425 (X₁)