Published date: Oct 15 2024

Journal Title: KnE Social Sciences

Issue title: 8th International Conference on Sustainability (8th ICoS): Sustainable Economics

Pages: 609–624

DOI: 10.18502/kss.v9i29.17285

Ying DaiInstitute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand

Surachai Traiwannakijsurachai.t@mail.rmutk.ac.thInstitute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand

Kowin ViwathpongpanSukhothai Thammathirat Open University, Bangkok, Thailand

Thailand’s e-commerce industry has significantly improved in recent years, driven by widespread Internet access and smartphone adoption. The diverse online marketplace caters to the changing needs and preferences of Thai consumers. However, the impact of social media marketing on consumer purchase intention and loyalty to e-commerce sites has not received sufficient attention. This study focuses on online shopping platforms in Thailand to investigate the role of social media marketing in influencing consumer purchase intention and loyalty to e-commerce platforms. For this purpose, 400 online questionnaires were required for data collection and used for testing the hypothesis, based on the suitable statistics through the advanced statistical program. The findings indicated that demographic factors, consumer behavior, and social media engagement have significantly influenced consumer purchase intention. This research also highlighted implications for how e-commerce sites can enhance their marketing strategies and foster customer loyalty to their products.

Keywords: social media marketing, purchase intention, customer loyalty

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