Proceedings of The 12th International Conference on New Ideas in Management, Economics and Accounting
Year: 2023
DOI:
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Social Media Advertising Perception Affecting Consumers’ Decision-Making Process of Online Bakery Shops in Thailand
Chuenjit Changchenkit, Kornkarn Puengpongsakul
ABSTRACT:
This research aimed to study consumers’ perception towards social media advertising of online bakery shops. Besides, consumers’ decision making process of online bakery shops were analyzed. The hypothesis was set to test the social media adverting influence on online bakery shop decision making process. Quantitative research consisting of 500 samples were employed via online survey by using convenience sampling method at the confidence level of 95%. The result showed that most of the respondents were female, 21-25 years old, office workers, single and had income around 10,001-20,000 Baht/month. Consumers’ perception towards social media advertising were in a high level, especially in a perceptual organization step. Besides overall consumers’ decision making process was positively affected by social media adverting perception, especially by perceptual organization factors. It was recommended that to make consumers’ trust as the first choice brand decision among many alternatives, online bakery entrepreneurs should make the social media advertising content identifying unique selling points and create positive experience through testimonials and influencers.
keywords: advertising, bakery, decision making process, perception, social media