The Effects of Marketing Mix on Social Commerce Store Brand Loyalty: A Case Study of Social Commerce in Thailand
| dc.contributor.author | Ravipa Akrajindanon | en_US |
| dc.date.accessioned | 2562-02-13T09:11:19Z | |
| dc.date.available | 2019-02-13T09:11:19Z | |
| dc.date.issued | 2561-12-20 | |
| dc.description | School of Business Sripatum University. | en_US |
| dc.description.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). | en_US |
| dc.description.sponsorship | Sripatum University. | en_US |
| dc.identifier.citation | Ravipa Akrajindanon. (2018). The Effects of Marketing Mix on Social Commerce Store Brand Loyalty: A Case Study of Social Commerce in Thailand. The 13th National and International Sripatum University Conference (SPUCON2018). | en_US |
| dc.identifier.uri | https://dspace.spu.ac.th/handle/123456789/5919 | |
| dc.language.iso | en | en_US |
| dc.publisher | Sripatum University | en_US |
| dc.subject | Marketing Mix | en_US |
| dc.subject | Social Commerce | en_US |
| dc.subject | Online Shopping | en_US |
| dc.subject | Store Brand Loyalty | en_US |
| dc.title | The Effects of Marketing Mix on Social Commerce Store Brand Loyalty: A Case Study of Social Commerce in Thailand | en_US |
| dc.type | Article | en_US |