Main Article Content
The purposes of this research are 1) to study the online social media marketing factors, consumer behavior, and brand loyalty of the 6-dimensional eyebrow tattoo business; 2) to study the level of brand loyalty of the 6-dimensional eyebrow tattoo business; 3) to study the influence of online social media marketing factors that affect consumer behavior and brand loyalty of the 6-inch eyebrow tattoo business; and 4) to prepare guidelines for online social media marketing that affects the brand loyalty of the 6-dimensional eyebrow tattoo business in Thailand. The research population comprised the people who used the 6-dimensional eyebrows tattoo service in Thailand. The quantitative research sample consisted of 400 customers of 6-dimensional eyebrow tattoo business, obtained by convenience sampling from 5 famous 6-dimensional eyebrow tattoo business shops that were the leaders in this business. The key informants were people in four groups as follows: Group 1 consisting of business owners, Group 2 consisting of actors who came to use eyebrow tattoo services, Group 3 consisting of service users in general, and Group 4 consisting of suppliers of eyebrow accessories. The employed research instrument was a semi-structured interview form. Statistics used for data analysis included the mean, standard deviation, and multiple regression analysis.
Research findings reveal that the specific online social media marketing consists of 2 factors, the verbal online social media marketing consists of 2 factors, the online brand awareness consists of 3 factors, the consumer behavior consists of 2 factors, and the brand loyalty consists of 4 factors. The overall brand loyalty was rated at the highest level, with the rating mean of 4.28. The online social media marketing and the online brand awareness have a positive effect on consumer behavior, and consumer behavior has a positive effect on brand loyalty at the .01 level of significance. The prepared guidelines for online social media marketing that affects the brand loyalty consist of 10 guidelines, six of which are creation guidelines, two of which are activities organizing guidelines, and two of which are development guidelines.
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