Social Networking as a Marketing Tool: Study of Consumers’ Attitudes toward Brands Using Facebook to promote their Marketing Activities in Thailand

Social media has become an essential part of modern life as it intensely transforms the way people interact and transact with each other. With the increasing popularity on social media usage, Facebook has become one of the most popular and widely used in Thailand, making it an ideal place for marketing promotion activities. The purpose of this study is to find the attitude of consumers toward marketing activities through social media and to examine how social media use impact consumers’ attitude toward brands in Thailand. The survey questionnaire approach was employed to collect the primary data in from Thai active Facebook users. A total of 102 respondents completed and returned useable questionnaires. The hypotheses were tested and data analyzed from using Statistic Package for the Social Science (SPSS 21.0) through descriptive statistics, reliability analysis, correlation analysis, logistic regression analysis and analysis of variance (ANOVA). The results indicated that Thai consumers’ attitudes toward brands are influenced by the brands’ use of social media to promote their marketing activities. Though there was no significantly different between attitude towards and the intention to click like on brand page. However the use of social media as a platform promoting marketing activities has an impact on consumers’ attitude toward brands, which also related to the consumer’s purchasing intention. Drawing on the empirical findings, managerial implications and suggestions are offered