Thailand Consumer’s Response to Social Media Marketing of Chinese Consumer Electronics Products

Abstract

This study is to explore the relationship between social media marketing and brand loyalty by the mediating variables of brand equity and product country image. Therefore, this paper is designed by the foundation of literature reviews to build a research framework of six hypotheses. Using SmartPLS for data analysis, and it is found that brand equity and product country image play a mediate role of the relationship between the social media marketing and brand loyalty. Based on the research results, managerial implications were proposed and future studies were suggested through this study.