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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/1678

Title: The Impact of Social Media Marketing On Fine Dining Choice Decision
Authors: Kanjana Pattanachai
Keywords: Conversation
Sharing
Publishing
Participation
Visual
eWOM
Physical environment
Style of food
Variety of F&B
Service quality
Issue Date: 2015
Publisher: Bangkok University
Abstract: 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.
Description: Independent Study (M.B.A)--Graduate school, Bangkok University, 2014.
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/1678
Appears in Collections:Independent Studies - Master

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