INFLUENCE OF SOCIAL MEDIA ADVERTISING THAT AFFECTING TO BRAND AWARENESS CONSUMER IN BANGKOK : CASE STUDY, CAR BUSINESS GROUP

Abstract

The objective of this study to study the influence of advertising through social media. The impact on brand awareness among consumers in Bangkok: A Case Study of the car business. The sample used in this study population was in Bangkok using multi-stage random sampling method. (Multiple-Stage Sampling) using random placement of the working people, who ranged in age between 25 -50 years old and have a vehicle of their own number, 262, which is used to calculate the program G * Power Configuration. β at 0.05 then use random sampling quotas. The randomly selected using a convenient place to study. The instruments used in the study. And the data collection was a questionnaire that includes an online questionnaire sample survey in person. The reliability 0. 931 and the statistical methods used to analyze the data, descriptive statistics include percentage, mean, standard deviation. According to the analysis, including statistics and simple regression. And multiple regression analysis for testing the hypothesis The level of statistical significance at the 0.05 level.

The study indicated that Most of the respondents were male. Aged between 35-39 years, single, bachelor's degree. Private employees income levels, 30001-40000 baht, the respondents largely recognized. Or see car ads via social media of Facebook, the frequency at auto ads via social media per day is 1-10 Advertising / day to remember brand cars. The automotive advertising through social media is a Toyota car ad formats and through social media. Perceivable and brand recognition was the most animated format. The hypothesis testing found that advertising via social media to influence brand awareness among consumers of the car business in Bangkok. The factors and hypothesis testing of small independent variables found that advertising on Facebook. Advertising via apps offline. And advertising through Instagram. Influence brand awareness among business car, consumers in Bangkok, with a statistical significance of less than 0.05, but the ad via YouTube, no influence on brand awareness among business car of the consumer. BANGKOK The statistical significance at the 0.05 level and more studies about brand awareness to drive the business group found that "the car business, stating clearly the name of the product. And striking through social media allows you to associate with the brand easier, "the highest level. 05 and the results of studies on brand awareness to drive the business group found that "the car business, stating clearly the name of the product. And striking through social media allows you to associate with the brand easier, "the highest level. 05 and the results of studies on brand awareness to drive the business group found that "the car business, stating clearly the name of the product. And striking through social media allows you to associate with the brand easier, "the highest level.