THE INFLUENCE OF SOCIAL MEDIA ON THE DECISION TO USE LIFE FORECASTING SERVICES AMONG WORKING-AGE PEOPLE IN BANGKOK

Abstract

Purpose/Objective - The research aims to examine the influence of electronic word of mouth (eWOM), influencer marketing, and social media platforms on the decision-making of working-age individuals in Bangkok concerning the use of fortune-telling services. The study addresses a gap in marketing literature, as empirical research on consumer decision-making within belief-based service contexts remains limited.

Methodology/Approach - A quantitative survey was used to collect data from 400 working-age individuals residing or working in Bangkok who have used, or obtained information about, life-forecasting services via social media. Descriptive statistics (frequency, percentage, mean, and standard deviation) and multiple regression analysis were employed.

Findings - The majority of respondents were female (67.0%), aged 31–40 (54.8%), held a bachelor’s degree (70.9%), and earned 35,001–45,000 THB per month (21.9%). Tarot-based practices were most commonly used (74.8%), followed by Thai astrology (72.0%) and palmistry (51.7%). Social media platforms significantly influenced service usage decisions (β = .338, p < .001), followed by influencer marketing (β = .297, p < .001) and eWOM (β = .282, p < .001). Facebook, TikTok, and LINE exerted the strongest influence, while Instagram and YouTube showed no significant effect. Respondents tended to read reviews rather than write them and avoided suspicious links, reflecting sensitivity toward privacy and security.

Managerial/Practical Implications – Service providers should actively encourage user-generated reviews, select influencers whose image and audience align with the target market, and enhance transparency by clearly labelling sponsored content or paid endorsements to maintain trust in influencer-driven marketing. In addition, content strategies should be tailored to the unique characteristics of each platform—for example, using Facebook for information dissemination, LINE for conversion and direct service interaction, and TikTok for viral engagement and brand visibility.

Theoretical Contribution/Originality – This study extends digital marketing literature by applying eWOM, influencer marketing, and platform-based communication frameworks to the niche context of life-forecasting services—an under-researched belief-driven sector. The findings advance understanding of consumer decision-making in faith-related digital services and highlight a behavioral tendency to consume rather than produce review content, a dimension rarely emphasized in prior research.

Limitations and Future Research – This study is limited to working-age respondents in Bangkok and relies on self-reported data, which may introduce response bias. The analysis primarily focuses on social media-based factors and does not include personal belief systems or emotional influences that may affect decision-making. Furthermore, data were collected at a single point in time, preventing observation of behavioral changes over time. Future research should extend sampling beyond Bangkok and employ mixed-method approaches to explore deeper motivational and socio-cultural dimensions related to belief-based services and social media engagement.