THE
IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER PURCHASE DECISIONS
*Min Xiao, **Dr.
Siriwan Kitcharoen, ***Dr. Bhumiphat Glitwala
*Student,
**, ***Faculty of Business Administration, Assumption University, Thailand.
Abstract
Purpose: This study aims to evaluate how
social media marketing strategies influence purchase decisions—Media followers in the fast-fashion
industry in Bangkok, with ZARA as the target brand. The conceptual framework
considers influencer marketing, user-generated content, social media
advertising, online reviews, and promotions.
Research
design, data, and methods:
The study employed a quantitative research design, where a structured set of
survey questionnaires was administered to consumers aged 20-35 in Bangkok who
had purchased ZARA clothing within the last year. A pilot test with 30
respondents was conducted to assess the clarity and reliability of respondents'
understanding of the survey items, followed by a larger survey with 385 valid
responses. Reliability results, as measured by Cronbach's Alpha, confirmed that
partner variables exhibited high levels of internal consistency. Descriptive
statistics and multiple regression analysis were employed to examine the
relationships between independent and dependent variables.
Results:
The results
indicate that both social media advertisements and online reviews have a strong
and positive impact on purchase decisions, whereas influencer marketing,
user-generated content, and promotions do not have a statistically significant
effect on these decisions.
Conclusions: This study highlights the
considerable impact of advertising credibility and peer-generated reviews on fostering
consumer trust, engagement, and purchasing behaviors. The implications
highlight that ZARA and other fast fashion retailers in Bangkok's competitive
market need to invest in higher-quality advertisements and authentic reviews, rather
than focusing on current or future heavy investment in short-term promotional
or influencer marketing.
Keywords: influencer marketing,
user-generated content, social media advertising, online reviews, promotional
activities.
JEL Classification Code: E44, F31, F37, G15
1. Introduction
As a
result of living in a digital world, the emergence of social media has changed
how people communicate, share information, and engage with brands. This
innovation has also significantly influenced consumer behavior, particularly in
the fast fashion sector, where trends change rapidly and shoppers often make
impulsive purchases (Gamboa & Gonçalves, 2014). Instagram, TikTok, and
Facebook serve not only as means of interaction but also as some of the most
effective channels for brand marketing and consumer engagement (Chavda &
Chauhan, 2023).
ZARA is
one of the largest fast-fashion retailers in the world and has utilized social
media to raise brand awareness among young consumers (Vázquez-Casielles,
Suárez-Álvarez, & del Río-Lanza, 2021). Brands have leveraged marketing
strategies to increase brand awareness, including influencer marketing,
user-generated content (UGC) strategies, targeted advertising, product reviews,
and promotional activities, as these approaches have consistently demonstrated
their effectiveness in influencing young adults. Indeed, a meta-analysis of
more than 22,000 participants found that influencer credibility is one of the
strongest predictors of purchase intention (Ao et al., 2023). Similarly, UGC,
such as reviews and product demonstrations, heavily influence the
decision-making process among young adults (Pansari & Kumar, 2017).
Bangkok presents
a distinctive context for social media research, which can leverage its
versatility with a relatively high mobile penetration rate and a youth segment
of the population that is frequently exposed to fashion trends. More than 85%
of Bangkok residents aged 20 to 35 are native users of social media channels,
particularly TikTok and Instagram. This high-level penetration offers young
consumers in Bangkok an advantageous context in which to engage with digital
marketing on social media, such as influencer marketing or peer endorsement (Ki
& Kim, 2019).
Although
ZARA is a significant player in Bangkok's culture, little is known about how
these social media marketing elements influence consumer purchasing behaviors
in Bangkok. Studies have identified social media marketing in Western and East
Asian contexts (Joy et al., 2012; Kim et al., 2021); however, there is a lack
of literature dedicated to understanding the cultural or contextual meaning in
the Southeast Asian context. The present study aims to fill some knowledge gaps
by systematically determining the impact of five social media marketing factors
(influencer marketing, user-generated content, social media marketing, online
reviews or ratings, and promotional activities) on consumer purchase decisions
for ZARA in Bangkok.
2. Literature Review
2.1 Theories Related
to the Research
The Stimulus–Organism–Response
(S-O-R) Model, developed by Mehrabian and Russell (1974), is one of the most
accepted theoretical frameworks for consumer behavior. The model describes how
external stimuli can influence an individual's internal states (cognition and
emotions) and influence their responses in behavior.
In the context of social media
marketing, external stimuli (S) refer to factors such as influencer marketing,
user-generated content (UGC), social media advertisements, online reviews, and
endorsements, all of which are considered social signals that can attract
attention or indicate trust, credibility, and relevance. The organism (O)
pertains to psychological states; therefore, consumers' trust, perceived
informativeness, and emotional states are associated with the organism. For
instance, in this example, an authentic post from an influencer or a positive
review from a credible source that establishes trust and confidence in a brand
is considered relevant. The response (R) refers to whether behavioral outcomes
exist, for instance, brand engagement, purchase intentions, or purchasing
behavior.
The
model applies to the context of fast fashion, as consumer buying behavior is
often socially influenced and driven by impulse. This model provides an initial
preliminary theory of how social media marketing influences ZARA consumers’
purchasing decisions in Bangkok.
2.2 Discussion of Variables
This section will address the
dependent variable (consumer purchase decisions), the independent variables
(five social media marketing strategies) of focus, and their relationships.
2.2.1 Dependent Variable: Consumer
Purchase Decisions
A range of complex factors,
including psychological, social, and environmental elements influences consumer
purchase decisions. Dukic, Clifford, and Atkinson (2024) investigated the
influence of influencer marketing on consumer purchase decisions, while Depari
(2024) examined the combined effect of social media marketing, service quality,
and store atmosphere. In the context of live shopping, Galleguillos-Cortés et
al. (2024) found that motivation, participation, and trust are all dimensions
that influence consumer decisions.
In fashion, Sudha & Sheena
(2017) emphasized the importance of high visibility on social media channels in
capturing and holding consumer attention, especially in the fast fashion
sector, where trends are constantly changing. Bilgin (2018) and Erkan and Evans
(2016) both found that eWOM has a significant influence on purchase decisions,
most notably through its impact on brand trust, brand image, and perceived
value when considering eWOM content. Overall, these studies suggest that
consumer decisions are multidimensional outcomes requiring a systematic
examination of social media.
2.2.2 Independent Variables
Influencer Marketing. Influencers induce consumer
purchase decisions based on their credibility, transparency, and expertise
level (Yadav & Rahman, 2017; Ardley et al., 2022). Influencer campaigns are
fundamentally an external stimulus that impacts young consumers in Bangkok
towards ZARA.
User-Generated Content (UGC). Through reviews, outfit photos, and
unpacking videos, UGC offers genuine peer voices that influence consumers'
purchasing decisions. Research has indicated that UGC enhances credibility and
is seen as trustworthy amongst fast fashion peers (Zhang, 2023; Mubdir et al.,
2024).
Social Media Advertising. Social media advertising, and
Instagram and TikTok in particular, is an external stimulus that produces
influencers through credibility, informativeness, and visual aesthetics.
Rodjanagosol (2024) identified advertising credibility as a factor influencing
behavior, while Yadav & Rahman (2017) defined advertising as a tool to
enhance consumer brand engagement.
Online Reviews. Online reviews are a mechanism to
eliminate doubt in consumer choices when purchasing fashion items.
Micro-influencer reviews appear more legitimate (Djafarova & Rushworth,
2017). Phuangthong & Malisuwan (2020) added that local reviews influence
credibility for Thai consumers.
Promotional Activities. Promotional activities, such as
flash sales, coupons, and seasonal discounts, are mechanisms to stimulate
impulse buying behavior, as consumers perceive a sense of urgency. Their
research confirmed that culturally relevant promotional activities can
influence both short-term sales and long-term brand loyalty (Phuangthong &
Malisuwan, 2020).
2.2.3 Relationship Between
Variables
Research has confirmed the
mediating role of consumers' trust and engagement in the relationship between
social media marketing and purchase intentions. Additionally, Poturak &
Softić (2019) found that brand equity mediates the influence of social
media content on purchase intentions. Supotthamjaree & Srinaruewan (2021)
found that brand engagement mediates the relationship between advertising and
purchase behavior. Finally, Lou & Yuan (2019) demonstrated that influencer
credibility mediates the relationship between branded content and purchase
intentions as well. The collective contributions of this research support the
S-O-R framework, which posits that social media marketing acts as the stimulus
and influences consumers' internal psychological state (organism), ultimately
resulting in purchase decisions (response).
2.3 Summary of Previous Studies
The literature suggests that social
media marketing influences consumer behavior through its credibility,
authenticity, and interactivity. Research on influencer marketing,
user-generated content (UGC), advertising, reviews, and promotional marketing
may influence consumer brand engagement and trust. However, the majority of the
literature demonstrates a reliance on studies conducted in Western and East
Asian contexts, with most studies neglecting to mention those conducted in
countries in Southeast Asia.
Based on this research, you can
contribute localized studies instead of generalized ones on ZARA consumers in
Bangkok, thereby filling an essential gap in the literature by examining how
social media marketing activities influence purchase decisions in the context
of fast fashion in Thailand.
3. Research Framework
3.1 Theoretical Framework
This study follows the
Stimulus-Organism-Response (S-O-R) Model by Mehrabian and Russell (1974). This
model indicates that consumer behavior is processed in three ways: an external
stimulus (S) influences an internal organism (O), which in turn influences a
consequent external response (R).
In
social media marketing, the external stimuli that are possible include
influencer marketing, user-generated content (UGC), advertising, online
reviews, and promotional activities. These external signals influence consumers'
trust, perception, and feelings (organism) that subsequently create purchase
intention and purchase behavior (response).
Figure 1:Stimulus–Organism–Response
(S-O-R) Based Influencer Engagement Model
3.2
Conceptual Framework of the Study
Based on the S-O-R model
and findings from prior literature, this study develops a conceptual framework
to examine the effect of five social media marketing strategies on consumer
purchase decisions in Bangkok’s
fast-fashion industry, with a focus on ZARA.
Figure 2: Conceptual framework: Consumers' intention to
buy ZARA in Bangkok
From
the conceptual framework, the following hypotheses are formulated:
H1₀: Influencer marketing has no
significant impact on consumer purchasing decisions.
H1₁: Influencer marketing has a significant impact on consumer purchasing
decisions.
H2₀: User-generated content has no significant impact on consumer
purchasing decisions.
H2₁: User-generated content has a significant impact on consumer
purchasing decisions.
H3₀: Social media advertising has no significant impact on consumer
purchasing decisions.
H3₁: Social media advertising has a significant impact on consumer
purchasing decisions.
H4₀: Online reviews have no significant impact on consumer purchasing
decisions.
H4₁: Online reviews have a significant impact on consumer purchasing
decisions.
H5₀: Promotional activities have no significant impact on consumer
purchasing decisions.
H5₁: Promotional activities have a significant impact on consumer
purchasing decisions.
This
framework provides a theoretical and empirical foundation for testing the
influence of social media marketing strategies on ZARA consumers’ purchasing
behavior in Bangkok.
4. Research Methodology
4.1 Research Design
In this research, a quantitative
method was used to investigate the effect of social media marketing on consumer
buying behaviour toward ZARA in Bangkok. The research framework was based on
the Stimulus–Organism–Response (S-O-R) model (Mehrabian & Russell, 1974).
The questionnaire had a total of 34 questions, which included two screening
questions, 27 items measuring the research variables, and five demographic
questions. A pilot test was conducted to clarify and assess reliability with 30
respondents, and internal consistency was evaluated using Cronbach’s Alpha
(Cronbach, 1951).
4.2 Population and Sample
4.2.1 Target Population
The
target population for this research was 20-35-year-old individuals living in
Bangkok who purchased ZARA clothing within the past 12 months and were active
social media users (Instagram, TikTok, Facebook). Chaihanchanchai &
Anantachart (2024) mention that Gen Y and Gen Z in Bangkok are among the most
active social media users in Thailand, with over 77.8% engaging daily on social
media. This demographic group represents ZARA's primary market segment in
Southeast Asia.
Reference: Chaihanchanchai, P., & Anantachart, S. (2024). Unveiling the
Uses and Gratifications of Social Media: A Comparative Study of Thai Generation
Y Internet Users in Bangkok and Upcountry. Journal of Mekong Societies, 20(1),
48–72.4.2.2 Sampling Unit
The sampling unit was each
respondent who met the screening criteria (purchased ZARA clothing in the past
12 months and currently resided in Bangkok). Each qualified respondent
represented one unit of observation.
4.2.3
Sample Size
A pilot test was conducted
with 30 respondents to validate the questionnaire items. For the primary
survey, the study aimed to collect a minimum of 385 valid responses
to ensure statistical power. This follows Hair et al. (2010), who suggest that
a sample size of 300 or more is generally adequate for multivariate analysis.
Reference: Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E.
(2010). Multivariate Data Analysis. 7th Edition. Pearson.
4.2.4
Sampling Procedure
The study used a non-probability
convenience sampling method. Data were collected through online
questionnaires distributed via messaging applications and social media
platforms. Screening logic automatically excluded respondents who answered “No”
to either eligibility question (regardless of whether they had purchased ZARA
in the past 12 months or resided in Bangkok). Only qualified respondents could
complete the full questionnaire.
4.3
Sampling Technique
The survey consisted of three
parts:
1.
Screening Questions: (a) Have you purchased ZARA
clothing in the past 12 months? (b) Do you live in Bangkok?
2.
Measurement Items: 27 items measuring five
independent variables (Influencer Marketing, UGC, Social Media Advertising,
Online Reviews, Promotional Activities) and one dependent variable (Consumer
Purchase Decision), on a 5-point Likert scale.
3.
Demographics: Gender, age, education, income,
and social media usage.
Table 1: Cronbach’s α and Internal Consistency Rules
Source: Adapted from Nunnally
(1978).
Table2:
The value of Reliability Analysis of each Variable in this Study(n=30)
Note. Reliability classification is
based on the standards presented in Table 1.
4.4 Research Instrument
Data collection was conducted
online. Screening Questions were positioned at the start of the questionnaire. to
exclude unqualified respondents automatically. Valid respondents then provided
demographic details before answering the measurement items. All data were
securely stored electronically to maintain accuracy and minimize bias.
4.5
Statistical Treatment of Data
4.5.1
Descriptive Statistics
Descriptive statistics such as mean,
standard deviation, and frequency distribution were used to summarize the
demographic profile of respondents and responses to each construct.
4.5.2
Reliability Analysis
Cronbach’s Alpha values from the
pilot test (Table 2) confirmed that all constructs exceeded the acceptable
threshold of 0.70, indicating strong reliability of the instrument.
4.5.3
Inferential Analysis
Inferential analysis was conducted
to examine the relationships between the independent variables (Influencer
Marketing, User-Generated Content, Social Media Advertising, Online Reviews,
and Promotional Activities) and the dependent variable (Consumer Purchase
Decisions). Multiple regression analysis was performed using Jamovi software,
with a significance threshold of α = 0.05.
The results showed that Social
Media Advertising (p < 0.05) and Online Reviews (p < 0.05) had
significant impacts on consumer purchase decisions, supporting hypotheses H3
and H4. Conversely, Influencer Marketing (p = 0.084), User-Generated Content (p
= 0.581), and Promotional Activities (p = 0.070) were not statistically
significant, leading to the rejection of hypotheses H1, H2, and H5. The
regression model achieved an R² value greater than 0.40, indicating that the
five predictors together explained a substantial portion of the variance in
purchase decisions.
5. Presentation of Data and
Critical Discussion of Results
5.1 Reliability Testing
A reliability test was initially
performed to assess the internal consistency of the research instrument.
Cronbach’s Alpha served as the main
reliability measure, with a score of 0.70 or higher considered acceptable
(Nunnally, 1978). The pilot test (n = 30) showed strong reliability, and the
subsequent full-scale analysis confirmed that all constructs surpassed this
threshold. Specifically, Influencer Marketing (α = 0.839), User-Generated Content (α = 0.851), Social Media Advertising
(α = 0.853), Online Reviews (α = 0.862), Promotional Activities (α = 0.849), and Consumer Purchase
Decisions (α = 0.791) demonstrated satisfactory
reliability. This further confirms sampling adequacy for factor analysis. These
results support the robustness of the measurement model and justify further
hypothesis testing. “In
addition, the Kaiser-Meyer-Olkin (KMO) values for individual constructs ranged
between 0.603 and 0.763, which all exceeded the acceptable
threshold of 0.6. This further confirms sampling adequacy.”
5.2 Demographic Profile of
Respondents
The demographic profile was
analyzed to understand the background of respondents. The data showed that the
sample was predominantly aged between 20–35 years, aligning with ZARA’s target
consumer group in Bangkok. Gender distribution and education levels revealed a
balanced mix, with a large proportion of university students and young
professionals. These demographics reflect ZARA’s customer base in urban
Thailand, confirming the suitability of the sample.
5.3 Results
5.3.1 Descriptive Statistics of
Variables
Descriptive statistics (mean and
standard deviation) were computed for each of the six constructs. Results
revealed relatively high mean values for social media advertising and online
reviews, suggesting that respondents generally viewed these variables
positively. Standard deviations were within acceptable ranges, indicating
consistent responses across participants.
Table3: The value of Reliability Analysis of each Variable in this Study(n=385)
5.3.2
Regression Analysis
Multiple regression analysis
was employed to investigate the impact of the five independent variables on
consumer purchasing decisions.
Table 4: Descriptive Statistics of Main Study
Variables
Table 5: Descriptive Analysis of Demographic
Data
Results
showed that:
·
Social
Media Advertising had
a significant positive impact (p = 0.003). supporting H3.
·
Online Reviews also had a significant positive
impact (p = 0.029), supporting H4.
·
Influencer Marketing, User-Generated
Content, and Promotional Activities
were not statistically significant (p ≥ 0.05), leading to rejection of
H1, H2, and H5.
The regression model had an R²
value above 0.40, indicating that the independent variables explained a
substantial portion of the variance in consumer purchase decisions.
5.4
Discussion
The findings of this research offer
further understanding of the influence of social media marketing on ZARA
consumers purchasing decisions in Bangkok. Frameworks such as Stimulus -
Organism - Response (S-O-R) have consistently identified social media
advertisement and online feedback/reviews as valid stimuli that lead to
consumer trust and confidence, resulting in purchase action. These findings
support recent research that has suggested advertisement credibility (Yadav
& Rahman, 2017) and genuine and authentic reviews from other consumers
(Filieri et al., 2022) as significant influences on consumer decisions in
digital marketplaces.
The significant impact of online
reviews on consumer confidence also highlights the role of peer consumer
credibility in the fast fashion context of Bangkok, Thailand. Young consumers
are heavily dependent on review feedback to reinforce claims of quality and
authenticity, suggestive of a collective tendency toward social proof. The
results, which include reviews, are contrary to global research, which suggests
that influencer credibility is more influential (Sudha & Sheena, 2017; Lou
& Yuan, 2019). One explanation for this finding is that consumers in
Thailand exhibit a high level of skepticism toward paid influencers, preferring
to rely on reviews provided by other consumers that seem more credible and
trustworthy.
Likewise, the decisive role of
social media ads demonstrates that creative and engaging digital ads continue
to be a significant antecedent of purchase intention. The fast-fashion industry
is highly competitive; thus, consumers are bombarded with an overwhelming
number of promotional messages, making it even more challenging to engage with
customers. That being said, ads that provided functional, credible, and
aesthetically pleasing information still have the opportunity to overcome
digital distractions and ecological pressures on purchase intention.
In contrast, influencer marketing
and user-generated content had a non-significant impact. These results were not
entirely unexpected, especially when compared to various international studies
that highlight influencers as a modern force in influencing purchase intention
(Ki & Kim, 2019). Cultural and contextual differences may account for this
finding, as consumers in Bangkok may perceive influencer content as overly
commercialized and repetitive, leading to advertising fatigue based on their
prior experience or knowledge. Promotional tactics also failed to reach
significance, which again suggests that while short-term sales promotions may
entice impulsive purchases, they do not necessarily build authentic trust and
long-term purchase intentions.
Overall, these findings extend
prior research by contextualizing consumer behavior within Bangkok’s
fast-fashion market. They suggest that trust-based mechanisms, such as credible
reviews and informative advertisements, are more influential than
influencer-driven or purely promotional strategies. This emphasizes the need
for brands like ZARA to adopt a more balanced and credibility-centered approach
to their social media strategies.
5.5 Summary
This
research examined how five social media marketing practices—namely, influencer
marketing, user-generated content, social media advertising, online reviews,
and promotional offers—affected
ZARA consumers' purchase decisions in Bangkok. Using the
Stimulus–Organism–Response (S-O-R) framework, the analysis revealed that only
social media advertising and online reviews had a significant positive impact
on consumer purchase decisions, while influencer marketing, user-generated
content, and promotional offers had no significant effect.
Based on
theory, the research contributes to the burgeoning literature on social
commerce, with findings indicating that consumers' responses to social media
stimuli are influenced by cultural and contextual differences. In a Western or
East Asian context, for example, influencer credibility can have a huge impact
on purchase decisions. But with Thai consumers, the authors found that
consumers relied more on peer reviews and credible signals from advertising.
This suggests that trust and credible information can mediate stimuli in the
S-O-R process.
From a
management standpoint, the results of this study emphasize the need to
reallocate marketing resources to developing credible advertising and managing
online reviews. ZARA and other fast fashion retailers should invest more
resources in improving the quality of their advertising, so that
characteristics such as factual information, engagement, and credibility are
effectively communicated, thereby helping to build and promote credible and
trustworthy consumer reviews. Ideally, we would suggest the opposite: that
investing too much in influencers and promotional tactics that are shorter,
sometimes called "hype," is probably not going to have much impact on
the buying audience in Bangkok.
This
research contributes to an understanding of the fashion industry in Bangkok,
not as typical marketing language, hype, or "deal of the moment", but
by building actual credibility and trust. Although this study focused on only
one brand and location, the implications are extremely valuable for academics
and practitioners to understand better how social media marketing strategies
impact purchasing decisions in the new Dubai influencer, digital, and fast
fashion market.
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