A study of factors influencing of the social media that affected on car purchasing decision among thai working group in Bangkok area.

Abstract

This thematic paper explores and investigates what are the significant factors on social media that affect consumer purchasing decision for a car among the working group in the Bangkok area. The scope of the study is only focused on social media marketing of the automobile industry in Thailand toward customer purchasing decision due to the social media’s trend increased in the year 2019. This study is about quantitative research by collecting the data from the online questionnaires amount the working group as the age between 23 – 60 years old in Bangkok. This research also provides information about the general behavior of the customer who considers buying a new car by using social media channels. It shows the independent variables that had a relationship with the intention to buy a car. The researcher had found that brand reputation and attitude toward innovative are the most influential significant factor in social media. Also, provide a recommendation for the company to increase more sales and a suitable strategy for a different type of customer.