THE RELATIONSHIP BETWEEN ONLINE MARKETING STRATEGY AND CUSTOMER LOYALTY OF TRADITIONAL LARB FISH DISHES ON SOCIAL NETWORKS VIA FACEBOOK IN NAN PROVINCE

Abstract

This research aimed to study the basic information about the community’s aquaculture market and the relationship between eight online marketing strategies and consumer loyalty towards traditional larb fish dishes on social networks via Facebook in Nan province. Data were collected using a 5-point rating scale questionnaire with the overall reliability value of 0.89. The samples were 390 elderly persons in Wiang Sa District of Nan Province which selected by convenience sampling method. The data were analyzed by frequency, percentage, mean, standard deviation, and multiple regression analysis.

The results showed that online marketing strategies had a positive relationship with consumer loyalty as follows: 1. The multiple correlation coefficient between eight online marketing strategies and consumer loyalty towards traditional larb fish dishes on social networks via Facebook in Nan province was 0.89 which was statistically significant at 0.01 (F=661.59). All factors explained the variance of consumers loyalty at 89.20 percentage. 2. Six factors of online marketing strategy include product, price, distribution channel, marketing promotion, privacy protection and packaging were positively contributed to consumers loyalty with statistical significance at 0.01. The forecast equation in the form of a standard score was Z=0.167X1 +0.043X2 +0.785X3-0.001X4-0.090X5+0.128X7.