Social Media Content Marketing that affects to Nike Shoes Buying Decision

Abstract

The purpose of this study was to study content marketing on social media that can influence NIKE shoes buying decision, to compare NIKE shoes buying decision on social media classified by personal information, and to find the correlation between content marketing on social media and the NIKE shoes buying decision. The population was active users on Facebook social media, and 400 people were selected to participate the study. A questionnaire was utilized as a data collection tool. The collected data were analyzed by the following statistics: percentage, mean, t-test, (One-Way ANOVA), Correlation, and Regression Analysis. The study found that most participants were male, aged between 21-30 years, and single. Most hold a Bachelor’s Degree and has an average income less than 15,001 baht. Most were school students and university students. Content marketing on social media had a significant influence on Nike buying decision at the significant level of .05, while different factors of age, education, income and occupation influenced different decisions. Content marketing on social media correlated with NIKE shoes buying decision on a high level in the same direction. The suggestions were that entrepreneurs should create up-to-date contents with beautiful illustrations to convey their goods’ story to target customers by selecting suitable persons to present the goods along with prices must be clearly specified to be useful for  target customers in making buying decision.