How Online Advertising on Social Media Influences Customer Loyalty: A Study of Thai Online Shoe Brands

Abstract

This study examines how online advertising on social media influences customer loyalty toward Thai online shoe brands. As social media continues to play an important role in online consumer behavior, understanding the factors that shape customer satisfaction and loyalty in this context remains essential. A quantitative approach was employed using a self-administered online questionnaire. A total of 401 valid responses were collected and analyzed using descriptive statistics, independent-samples t-test, one-way ANOVA with Bonferroni post hoc analysis, and multiple linear regression analysis. The findings show that trust, brand image, and hedonic value have significant positive effects on customer satisfaction, with trust being the strongest predictor. In contrast, eWOM, utilitarian value, and social value do not show significant independent effects in the full model. Customer satisfaction was also found to have a significant positive effect on customer loyalty. Overall, the results suggest that customer loyalty toward Thai online shoe brands is mainly developed through customer satisfaction, which is shaped by trust, favorable brand image, and positive emotional value.