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|The Impact of Social Media Marketing On Fine Dining Choice Decision
Style of food
Variety of F&B
|This study aims to examine and identify the impact on social media marketing
such as conversation, sharing, publishing, participation, visual and electronic Word
Of Mouth. These factors effect on fine dining choice decision include physical
environment, style of food, variety of F&B and service quality. This study is a
quantitative research based on the concept of social media marketing and fine fining
choice decision. The sample group is from people who have post experience on fine
dining within three months.
Questionnaires have collected by online questionnaires and paper
questionnaires, which separated in two importance aspects which are content validity
and reliability. Simple regression and multiple regression method were employed for
hypothesis testing process and generating results in accordance with purposes of this
study. According to the results, social media has significant on fine dining choice
decision by conversation on social media and sharing information on social media are
the most impact factors. However, another components in fine dining choice have
positive relative on decision making as well such location, parking and décor.
|Independent Study (M.B.A)--Graduate school, Bangkok University, 2014.
|Appears in Collections:
|Independent Studies - Master
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