อิทธิพลของกิจกรรมทางการตลาดผ่านสื่อสังคมออนไลน์ของ StadiumTH  ที่มีต่อการตอบสนองของลูกค้า โดยมีการสร้างความเข้มแข็งของชุมชนตราสินค้าออนไลน์ และการสร้างองค์ความรู้ตราสินค้าเป็นตัวแปรส่งผ่าน

Kodchaporn Pratumsuwan; Thongchai Srivardhana; Thirarut Worapishet

Authors

Kodchaporn Pratumsuwan Kasetsart University
Thongchai Srivardhana Kasetsart University
Thirarut Worapishet Kasetsart University

Keywords:

Social Media Marketing Activities, Integrated Social-Media Based Brand Community, Brand Knowledge, Customer Response

Abstract

This study aims to examine a structural equation model that investigates The Influence of Social Media Marketing Activities—specifically Entertainment, Trendiness, Customization, Perceived Risk, and Interaction—on Customer Responses, including Electronic Word-of-Mouth (E-WOM) and Commitment. The model incorporates Integrated Social-Media Based Brand Community and Brand Knowledge as mediating variables. Data were collected from 400 respondents who had engaged with StadiumTH’s social media platforms within the past six months. The model demonstrates a good fit with the data (Chi-square = 249.282, CMIN/DF = 2.246, RMR = 0.015, RMSEA = 0.056, GFI = 0.929, CFI = 0.973). Results indicate that social media marketing activities significantly affect both E-WOM and Customer Commitment through the fully mediating effects of Integrated Social-Media Brand Community and Brand Knowledge. These results highlight the critical role of building strong brand communities and enhancing brand knowledge through effective social media marketing strategies to foster long-term consumer responses.

References

Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of interactive marketing, 16(2), 2–21. https://doi.org/10.1002/dir.10006

Bagozzi, R. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Sciences, 16, 74-94. http://doi.org/10.1007/BF02723327

Bauer, R. A. (1960). Consumer behavior as risk taking. In Proceedings of the 43rd Conference of the American Marketing Association, 389–398. Chicago, American Marketing Association.

Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information.Journal of Interactive Marketing, 15(3), 31–40. https://doi.org/10.1002/dir.1014

Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, Brand Image and Brand Loyalty. Business & management studies: an international journal, 6(1), 128-148. http://doi.org/10.15295/v6i1.229

Blau, P. M. (1964). Exchange and power in social life. New York: John Wiley & Sons.

Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703

Chaisanga, C. (2017). Brand trust and online brand community affecting purchase decision on brand name handbags via social network of customer in Bangkok district [Master’s thesis]. Bangkok University.

Cochran, W. G. (1977). Sampling techniques (3rd Edition). New York: John Wiley & Sons.

Cronbach, L. J. (1970). Essentials of psychological testing (3rd Edition). New York: Harper & Row.

Daugherty, T., Eastin, M. S. & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2), 16-25. https://doi.org/10.1080/15252019.2008.10722139

Dillman, D. A. (2011). Mail and Internet surveys: The tailored design method (2nd Edition). John Wiley & Sons.

Efron, B. & Tibshirani, R. (1985). The Bootstrap Method for Assessing Statistical Accuracy. Behaviormetrika, 12, 1-35. https://doi.org/10.2333/bhmk.12.17_1

Esch, F. & Langner, T. & Schmitt, B. H. & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98–105. https://doi.org/10.1108/10610420610658938

Firdaus, A., & Kusdibyo, L. (2021). The influence of social media marketing activities on Indonesian local apparel brand purchase intentions. In 2nd International Seminar of Science and Applied Technology (ISSAT 2021), 572-578. https://doi.org/10.2991/aer.k.211106.089

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104

Gabrielli, V., & Baghi, I. (2016). Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person. Journal of Marketing Communications, 22(4), 385–402. https://doi.org/10.1080/13527266.2014.894932

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G.,Donvito, R. & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841. https://doi.org/10.1016/j.jbusres.2016.04.181

Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010). Multivariate Data Analysis. (7th Edition). New York: Pearson.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). (2nd Edition). Thousand Oaks, CA: Sage Publications Inc.

Homans, G. C. (1958). Social behavior as exchange. American Journal of Sociology, 63(6), 597–606. https://doi.org/10.1086/222355

Kang, M. J. (2005). A study on the effect of features of brand community using one-person media on consumers. Seoul: Seoul National University.

Kaplan, A.M. & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003

Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. G. Blumler & E. Katz (Edition), The uses of mass communications: Current perspectives on gratifications research, 19–31. Beverly Hills, CA: Sage Publications.

Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. Glencoe, IL: The Free Press.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101

Keller, K. L. (2003). Understanding Brands, branding and brand Equity. Interactive Marketing. 5, 7-20. https://doi.org/10.1057/palgrave.im.4340213

Keller, K. L. (2009). Building Strong Brands in a Modern Marketing Communications Environment. Journal of Marketing Communications, 15(2-3), 139-155. https://doi.org/10.1080/13527260902757530

Keller, K. L. (2016). Unlocking the power of integrated marketing communications: How integrated is your IMC program?. Journal of advertising,45(3), 286-301. https://doi.org/10.1080/00913367.2016.1204967

Keller, K. L. & Webster Jr., F. E. (2004). A Roadmap for Branding Industrial Markets. Journal of Brand Management, 11(5), 388-402. http://doi.org/10.2139/ssrn.530823

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014

Kim, J. W., Choi, J., Qualls, W. & Han, K. (2008). It takes a marketplace community to raise brand commitment: The roles of online communities.Journal of Marketing Management.24(3). 409-431. https://doi.org/10.1362/026725708X306167

Kotler, P. T. & Keller, K. L. (2011). Marketing management (14th Global Edition). Upper Saddle River: Pearson Education Inc.

Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International Journal of Information Management, 33(1), 76–82. https://doi.org/10.1016/j.ijinfomgt.2012.07.003

Laudon, K. C. & Traver, C. G. (2017). E-Commerce 2017: Business, Technology, Society. (13thEdition). Pearson.

Liu, C., Zhang, Y. & Zhang J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product & Brand Management. 29(6), 783–801. https://doi.org/10.1108/JPBM-11-2018-2106

Manthiou, A., Chiang, L., & Tang, L.(2013) Identifying and responding to customer needs on facebook fan pages. International Journal of Technology and Human Interaction. 9(3), 17. https://doi.org/10.4018/jthi.2013070103

Martin, K. & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands?. Journal of Interactive Advertising. 10(2), 61-66. https://doi.org/10.1080/15252019.2010.10722170

Masa’deh, R., Al’Haddad, S. I., Al Abed, D., Khalil, H., AlMomani, L., & Khirfan, T. (2021). The Impact of Social Media Activities on Brand Equity. Information, 12(11), 477. https://doi.org/10.3390/info12110477

McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38–54. https://doi.org/10.1509/jmkg.66.1.38.18451

Moorman, C., Zaltman, G., & Deshpandé, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314–328. https://doi.org/10.2307/3172742

Morandin, G. (2006). La partecipazione alle brand community. Economia & Management, 1, 93-107. https://doi.org/11585/31607

Morgan, R. M., & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302

Muñiz Jr., A. M. & O’Guinn, T. (2001). Brand Community. Journal of Consumer Research, 27(4),412–432. https://doi.org/10.1086/319618

Muntinga, D., Moorman, M. & Smith, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. https://doi.org/10.2501/IJA-30-1-013-046

Naaman, M., Becker, H. & Gravano, L. (2011). Hip and Trendy: Characterizing emerging trends on twitter. Journal of the American Society for Information Science and Technology, 62(5), 902-918. https://doi.org/10.1002/asi.21489

Nam, K. H., & Yeo, J. S. (2011). A Study on Consumers’ Acceptance Process of Mobile Advertising. Journal of Consumer Studies, 22(4), 1-28. https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART001620000

Persson, N. (2010). An Exploratory Investigation of the elements of B2B brand image and Its relationship to price premium. Industrial Marketing Management, 39(8), 1269-1277. https://doi.org/10.1016/j.indmarman.2010.02.024

Pitta, D. A. & Fowler, D. (2005). Online consumer communities and their value to new developers.Journal of Product & Brand Management, 14(5), 283-291. https://doi.org/10.1108/10610420510616313

Prasetio, A., Rahman, D. A., Sary, F. P., Pasaribu, R. D., & Sutjipto, M. R. (2022). The role of Instagram social media marketing activities and brand equity towards airlines customer response. International Journal of Data and Network Science, 6(4), 1195–1200. https://doi.org/10.5267/j.ijdns.2022.6.014

Punyaritjaroen, N. (2018). The relationship of perceived risk and trust factors affecting intention to purchase exercise fitness equipment online [Master’s thesis]. Chulalongkorn university. https://doi.org/10.58837/CHULA.THE.2018.1097

Qualman, E. (2012). Socialnomics: How social media transforms the way we live and do business (2nd Edition). Wiley.

Sano, K. (2015). An empirical study on the effect of social media marketing activities upon customer satisfaction, positive word-of-mouth and commitment in indemnity insurance service. In Proceedings International Marketing Trends Conference, 27(3), 21-32.

Schmenner, R. W. (1986). How can service businesses survive and prosper ?. Sloan Management Review, 27(3), 21–32.

Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014

Wang, Z., Sha, Z., Gao, G., Wen, F., & Wang, X. (2008). How to Improve Brand Identification through Virtual Community: The Role of Participation and Perceived Usefulness. International Seminar on Business and Information Management, 1, 15-18. https://doi.org/10.1109/ISBIM.2008.36

Sreshthaputra, K. (2015). Harley Davidson Thai Community toward Brand Loyalty. Academic journal of humanities and social sciences Burapha university, 23(42), 71-97. https://so06.tci-thaijo.org/index.php/husojournal/article/view/55983

Srivardhana, T. (2021). The influences of brand posts & flow on Facebook page users’ brand loyalty with online brand community as a mediator. Strategic Perspectives on Business and Marketing Management, 8(1), 65–77. https://so05.tci-thaijo.org/index.php/mmr/article/view/254444

Srivardhana, T. (2024). Influences of being members of social media-based brand community on brand knowledge through integrated brand community. Panyapiwat Journal, 16(1), 165–179. https://so05.tci-thaijo.org/index.php/pimjournal/article/view/268166

StadiumTH. (2024). [Personal communication]. In-depth interview with marketing officer, May 15, 2024.

Ulrich, D. (1989). Tie the Corporate Knot: Gaining Complete Customer Commitment. MIT Sloan Management Review, 30(4), 19.

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of marketing theory and practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201

Whiting, A., Williams, D. (2013). Why people used social media: A uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362–369. https://doi.org/10.1108/QMR-06-2013-0041