The effects of social media marketing on consumer's attitude and purchasing decision case study: dietary supplement.

Abstract

ABSTRACT This thematic paper determines the effects of social media marketing on consumer’s attitude and purchasing decision of dietary supplement. For the scope of the paper, focusing on dietary supplement in Thai market using a qualitative approach to acquire insight information of respondents on factors towards purchasing dietary supplement and how social media marketing drives their attitude and influences them to purchase dietary supplement. The research found that consumers highly focus on product quality and social media marketing enhances shareability, attractiveness, brand recognition, and credibility for dietary supplement, which influence their purchasing decision. Moreover, to enhance perceived quality, the marketing activity should also enhance trustworthiness from people whom consumers trust.