A Comparative Study of Social Media Usage Behavior Between Thai and American Consumers: Marketing Communication Guidelines for Multinational Businesses
Keywords:
Digital Marketing, Social Media, Marketing CommunicationAbstract
This study aimed to 1) examine and compare social media usage behaviors of consumers in Thailand and the United States, 2) analyze cultural factors, motivations, and communication patterns influencing social media usage in each country, and 3) propose appropriate marketing communication strategies for multinational businesses by considering platforms, content, and strategies aligned with consumer behavior within different cultural contexts. The study utilized secondary data derived from global internet usage surveys and supplementary studies on social media consumption behavior. Content analysis was employed to compare usage patterns, motivations, and communication contexts of social media users in Thailand and the United States.
The findings revealed that Generation Z consumers demonstrated a rapid shift in preferred social media platforms, with Instagram and TikTok emerging as the most popular platforms in both countries. However, businesses in Thailand were found to lag behind these changes, as marketing communication strategies remained heavily focused on Facebook. This misalignment potentially reduced opportunities for effective engagement and relationship-building with Generation Z consumers. The analysis further indicated that cultural values, communication styles, and motivational factors influenced platform preferences and content engagement differently across national contexts.
The study suggested that organizations should adapt their marketing communication strategies to better align with Generation Z behavior by delivering entertaining, concise, and easily understandable content through Instagram and TikTok. Such strategic adaptation was found to enhance brand awareness and foster brand attachment, contributing to sustainable brand growth in an increasingly dynamic digital market. For businesses seeking long-term sustainability, understanding Generation Z consumer behavior and continuously adjusting marketing communication strategies were identified as critical success factors.
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