Factors of the Online Marketing Mix Affecting Brand Perception and Trust for Traditional Fish-Based Food Products through Facebook Fan Pages
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Abstract
The objective of this research was to examine the relationship between key online marketing mix factors and brand perception in relation to brand trust for traditional fish-based food products promoted through Facebook fan pages in Nan Province. This study used a quantitative research approach and employed structural equation modeling analysis to validate the findings. Data were collected from 400 customers who had experience purchasing traditional fish-based products through Facebook fan pages. The research tool was a 5-point need assessment rating scale questionnaire measuring required competencies, with a Cronbach’s alpha reliability coefficient of 0.96 and an Item-Total Correlation range of 0.81 to 0.88. The collected data was used to calculate percentages, means, and standard deviations, and structural validity analysis and path analysis were performed. The research results revealed that the SEM model included online marketing mix factors, brand perception, and brand trust factors for traditional fish-based products. The analysis of influence paths to validate the three hypotheses found the following: Hypothesis 1: Online marketing mix factors have a positive influence on brand perception (β=0.55, t-value=5.66, p-value=0.00). Hypothesis 2: Online marketing mix factors have a positive influence on brand trust (β=0.45, t-value=5.52, p-value=0.00), and Hypothesis 3: Brand perception has a positive influence on brand trust (β=0.43, t-value=5.52, p-value=0.00). These findings indicate that businesses can effectively use online marketing mix factors to enhance brand perception, which in turn promotes greater brand trust for traditional fish-based products through Facebook fan pages.
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