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The Impact of Social Media Marketing Activities on Consumer Purchase Intention: Case of Facebook Live Streaming

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The Impact of Social Media Marketing Activities on Consumer Purchase Intention: Case of Facebook Live Streaming


Sompoach Jakwatanaham | Bordin Phayaphrom | Wasutida Nurittamont



Sompoach Jakwatanaham | Bordin Phayaphrom | Wasutida Nurittamont "The Impact of Social Media Marketing Activities on Consumer Purchase Intention: Case of Facebook Live Streaming" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-3, April 2022, pp.659-673, URL: https://www.ijtsrd.com/papers/ijtsrd49592.pdf

Marketing is an important part of a company's management in order to achieve success in meeting company goals. The purpose of this research is to determine The Impact of Social Media Marketing Activities on Consumer Purchase Intention: Case of Facebook Live Streaming. The study was carried out with a total sample of 205 respondents using a convenient sampling technique. Quantitative surveys were used to collect data based on social media activities (SMMA) model constructs. The data were analysed using multiple regression analysis. It has been found that all social media marketing activities variables have a significant impact on Purchase Intention. Perceived Trust is the best predictors followed by eWord of Mouth (eWOM), Entertainment, and Interactivity, respectively. The finding will help e-commercial live streamers to be aware that although live streaming provides entertainment and interactivities to the audience as the engagement outcomes, trust and eWOM are the top influencing factors for consumers' intention to purchase.

Live Stream Marketing, Facebook Live, Social Media Marketing Activities, Entertainment, Interactivity, Word of Mouth, Perceived Trust, Purchase Intention


IJTSRD49592
Volume-6 | Issue-3, April 2022
659-673
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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