ประเภทเนื้อหาการตลาดบนเฟสบุกแฟนเพจและความตั้งใจซื้อของผู้บริโภค

Abstract

This research employs mixed methodology. The first one is content analysis and the other one is survey research. The objectives are to explain types of marketing content in facebook fanpages and to explain the correlation between the satisfaction on types of facebook fanpages' marketing content and consumers’ buying intention. Data were gathered during August, 1 to October, 31 in 2013 by recording and analyzing marketing content consisting of 656 posts in facebook fanpage of three selected brand which are GTH, McDonald’s Thai and Pepsithai. Then the result from this content analysis are used to create questionnaire for collecting data from 402 samples aged between 18 – 35 year olds who are member of these three facebook fanpage.

The results from the content analysis shows that there are 4 types of facebook fanpages' marketing content, which are 1) marketing information, 2) content that urging consumers’ buying, 3) online event and 4) sales promotion activities, respectively. In addition, there are 4 presentation tactics of facebook fanpages' marketing content, which are 1) photo, 2) video, 3) link and 4) text. According to the survey research, it shows that satisfaction on types of facebook fanpages' marketing content are at high level. The satisfaction on presentation tactic of content and buying intention are at moderate level. The hypothesis testing indicates that satisfaction on facebook fanpages' marketing content statistically significant and positively correlate with consumers’ buying intention at .05 level.