The influence of Samsung smartphone social media advertising on Thai consumers’ attitude and purchase intention

Abstract

This study aims to investigate Thai consumers' attitude towards Samsung smartphone social media advertising and their purchase intention toward both the advertised product and brand "Samsung”. Furthermore, it explores the relationship between consumers’ attitude and their purchase intention, as well as the influence of social media advertising by comparing gender and different types of brand users. The quantitative research was conducted through online survey collecting data from 300 respondents whose age range is between 18-40 years.

The results revealed that Thai consumers have positive attitude towards Samsung smartphone social media advertising and moderate purchase intention. As a result, from Pearson’s correlation test, there is a strong positive relationship between consumers’ attitude and purchase intention. Independent t tests of the study indicated that there is no significant difference between gender while Samsung social media advertising influences more on current Samsung smartphone users’ attitudes and purchase intention than other brands’ users.