Content on Facebook of the shopping cart Band UDOMSUB That affects consumer access and sales

Abstract

This research focuses on studying digital marketing communication, using a case study of content on the Facebook platform and its impact on sales and consumer reach. The primary data was collected through social media channels, specifically Facebook, with a total of five content pieces in three formats: 1) Single Photo 3 content pieces 2) Photo Album 1 content piece 3) Video 1 content piece. Among the five content pieces, there are different content types: one post was aimed at stimulating product purchases, while the other four posts provided information and knowledge. The comparison of formats and content types shows that the type of content created depends on the desired message and matches the preferences or appropriate presentation styles for the target consumer behavior. Video and audio content were found to generate the best engagement and sales results, proving to be the most effective formats