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Title: The study of content analysis of online grocery delivery service page on facebook which affects to customer purchase intention: A case study of Honestbee Facebook fanpage
Authors: Pitiya Tongkowon
Keywords: Digital Marketing
Content Marketing
Online Grocery Delivery
Issue Date: 2017
Publisher: Bangkok University
Abstract: The purpose of this research is to analyse content format, fanpage engagement and content format which affects to customer purchase intention on HonestBee Facebook fanpage. The data were collected by using content analysis to analyse content format and fanpage engagement and focus group interview to define contents which affects to purchase intention. The focus group interview was conducted among Thai people who live in Bangkok, have purchased grocery products by themselves and be fanpage of HonestBee Facebook page. The interview was separated into 2 sessions which are Thai people who have been used HonestBee at least one time and Thai people who have never used HonestBee. The results show that almost contents on HonestBee Facebook page were created by brand. Type of content that was posted the most is content about product and single photo format is the most popular content format that brand used. Engagement rate is also in the same direction with the frequency of page post except type of contents. Fanpages were interested in content about activity the most. For type of content which affects to customer purchase intention, there was a difference between potential customers and current customers. Potential customers feel that more product information can trigger them to use service the most because the service is still quite new for some people. They require to know more about what the advantage of service over competitors, why they need to use the service, what can make them ensure about the service as grocery products need trustworthy that products have to be safe and good quality. On the other hand, current customers want to use the service again if the promotion is good enough. The research also found that only type of content can affect directly to customer purchase intention while type of content creator, type of content format and type of photo do not affect directly to customer purchase intention but they do affect to good brand perception.
Description: Independent Study (M.Com.Arts)--Digital Marketing Communications, Graduate School, Bangkok University, 2017
Advisor(s): Pataraporn Sangkapreecha
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2962
Appears in Collections:Independent Studies - Master

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