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Title: | The impact of media richness, celebrity endorsement and consumers' engagement of tik tok marketing on their intention to visit restaurants in thailand. |
Authors: | Win Lae Moe Khine |
Keywords: | Media Richness Celebrity Endorsement Consumers’ Engagement Visit Intention |
Issue Date: | Jan-2024 |
Publisher: | Bangkok University |
Abstract: | This research aims to study the impact of Media Richness, Celebrity
Endorsement and Consumers’ Engagement of Tik tok marketing on their Intention to
visit Restaurants In Thailand.Quantitative research was used to collect the data and the
questionnaire was used as a primary tool. The Questionnaire comprised multiple choices
for demographic data related questions and a five point likert scale for independent and
dependent related questions were sent out using google forms to the 201 respondents who
were Thai nationalities aged between 16 to 26 who were residing in Bangkok, Thailand.
The statistical tools used for data analysis were Descriptive and Inferential Statistics. The
result showed that Media Richness factors with Short music video dimension and Live
streaming dimension of tik tok marketing have the most significant impact on customers’
intention to visit restaurants in Thailand followed by Consumers’ Engagement with
Comment dimension while Celebrity Endorsement ,Consumers’ Engagement with Like
dimension, Consumers’ Engagement with Share dimension of tik tok marketing have no
significant impact on the customers’ intention to visit restaurants in Thailand. |
Description: | Independent Study(M.B.A)--Graduate School, Bangkok University,2024 |
Advisor(s): | Krairoek Pinkaeo |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/5735 |
Appears in Collections: | Independent Studies - Master
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