The Effects of Marketing Mix on Social Commerce Store Brand Loyalty: A Case Study of Social Commerce in Thailand

Abstract

This study attempts to study the effects of marketing mix on social commerce store brand loyalty in Thailand. A total of 250 usable samplings of social shopping customers are obtained. The findings reveal that the predictor variables of product (β = 0.478, t = 4.658, P = 0.000), price (β = 0.484, t = 4.787, P = 0.000), place (β = 0.476, t = 4.372, P = 0.000), are achieved significance at the 0.05 level, and promotion (β = 0.423, t = 4.576, P = 0.000) reach the 0.05 significant level. the regression equation for predicting the dependent variable from the independent variable is Social Commerce Store Brand Loyalty = 2.731 + 0.228 (Product) + 0.281 (Price) + 0.273 (Place) + 0.246 (Promotion).