The Impact of Social Media Advertising on Thai Consumers’ Purchase Intention of White Goods

Abstract

As Chinese white goods brands expand in Thailand, understanding the impact of social media advertising on consumer behavior is essential. This study investigates how advertising dimensions—interactivity, informativeness, relevance, and reliability—influence Thai consumers' purchase intention, while examining consumer involvement as a mediator. Adopting a quantitative approach, data were analyzed via SPSS within the SOR framework. The results reveal that all advertising dimensions significantly drive purchase intention, with interactivity and relevance being the primary factors. Furthermore, involvement is confirmed to play a mediating role, specifically showing partial mediation at the aggregate level while exhibiting full mediation for certain advertising dimensions. The study concludes that social media advertising plays a significant role in consumer decision-making. To enhance performance, brands should focus on interactive, localized, and highly relevant content to deepen consumer involvement and trust.