The Effect of Social Media Marketing on Brand Equity of Community Enterprise in Kalasin Provice

Authors

  • Piyawan Yangkham Rajabhat Maha Sarakham University
  • Nava Masaunjik Rajabhat Maha Sarakham University
  • Pornwadee Ruksasri Rajabhat Maha Sarakham University
  • Kotchanipa Wanichkittikul Rajabhat Maha Sarakham University
  • Auscharaporn Chalermchit Rajabhat Maha Sarakham University
  • Thirasak Kiangkhwa Rajabhat Maha Sarakham University

Keywords:

Social Media Marketing, Brand Equity

Abstract

          The purposes of this research were: to test social media marketing on brand equity of community enterprise in Kalasin Provice. Collecting data from 224 community enterprise in Kalasin Provice and a set of questionnaires were the research tool. Statistics used for data analysis were mean, standard deviation, multiple correlation analysis, and multiple regression analysis. The results revealed the following findings; 1) community enterprise had opinions about social media marketing both in general and in each aspect at a high level, and community enterprise had opinions about brand equity both in general and in each aspect at a high level. 2) social media marketing consists of entertainment, interaction, perceived risk, customization, trendiness had positive relationship and impact on brand equity.

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Published

2021-11-12

How to Cite

Yangkham, P. ., Masaunjik, N. ., Ruksasri, P. ., Wanichkittikul, K. ., Chalermchit, A. ., & Kiangkhwa, T. . (2021). The Effect of Social Media Marketing on Brand Equity of Community Enterprise in Kalasin Provice. Journal of Research and Development Institute Rajabhat Maha Sarakham University, 8(2), 427–440. Retrieved from https://so03.tci-thaijo.org/index.php/rdirmu/article/view/248616

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Section

Research Articles