Collection Title:	SIU Thesis
Title :	Factors Affect the Evaluation of Effectiveness of Facebook as a Promotional Tool; A Case Study of NIVEA Thailand Facebook Fan Page
Material Type:	printed text
Authors:	Kharittha Khumpong, Author
Publisher:	Bangkok: Shinawatra University
Publication Date:	2012
Pagination:	vii, 77 p.
Layout:	ill, tables
Size:	30 cm.
Price:	500.00
General note:	SIU THE: SOM-MBA-2012-04 Thesis. (MBA.(Business Administration Management)).-- Shinawatra University, 2012
Languages :	English (eng)
Descriptors:	[LCSH]Marketing -- Evaluation [LCSH]Promotion [LCSH]Social media -- Marketing
Keywords:	Viral Marketing and Word-of-Mouth Social Media and Facebook Measurement of Facebook Effectiveness (BETTER Model)
Abstract:	The objectives of implementing the examining of the factors that affect the evaluation of Facebook’s effectiveness as a promotional tool; a case study of NIVEA Thailand Facebook Fan Page are to understand the nature of online communications through the social media on the basis of NIVEA Facebook Fan Page members’ experiences and opinions as well as to study whether Facebook Fan Page is an effective media to interconnect with current customers in order to draw an emotional connection as well target right audiences and offering an experience of two-way communication and establishing a mechanism of exponential element to reach out more potential customers. The purpose of this study was to investigate several factors that contributed to the evaluating effectiveness of Facebook as a promotional tool. This research applied 4 hypotheses. Each hypothesis contains different factor to examine a relationship between factors that affect the evaluating effectivness of Facebook Fan Page. This study was quantitative research using a questionnaire to collect data from 400 NIVEA Thailand Facebook fan page members. Multiple regression with Pearson’s Correlation Coefficient (r) was used to test the hypotheses. The findings of this study showed the researcher’s hypotheses to be accurate as correlation with statistical significance of 0.05 were found between the fan page’s effectiveness and various factors, including level of education, monthly income, frequency and duration of Internet access, purpose of Internet access, frequency of Facebook access, information updates and responses to messages of a commercial nature. The outcomes of this study should shed the light for the business regarding its investment on social media website development and provide comprehensive information of members of fan page responding products and commercial entities.
Curricular :	BBA/MBA
Record link:	http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26563

SIU Thesis. Factors Affect the Evaluation of Effectiveness of Facebook as a Promotional Tool; A Case Study of NIVEA Thailand Facebook Fan Page [printed text] / Kharittha Khumpong, Author . - [S.l.] : Bangkok: Shinawatra University, 2012 . - vii, 77 p. : ill, tables ; 30 cm.
500.00
SIU THE: SOM-MBA-2012-04
Thesis. (MBA.(Business Administration Management)).-- Shinawatra University, 2012
Languages : English (eng)

Descriptors:	[LCSH]Marketing -- Evaluation [LCSH]Promotion [LCSH]Social media -- Marketing
Keywords:	Viral Marketing and Word-of-Mouth Social Media and Facebook Measurement of Facebook Effectiveness (BETTER Model)
Abstract:	The objectives of implementing the examining of the factors that affect the evaluation of Facebook’s effectiveness as a promotional tool; a case study of NIVEA Thailand Facebook Fan Page are to understand the nature of online communications through the social media on the basis of NIVEA Facebook Fan Page members’ experiences and opinions as well as to study whether Facebook Fan Page is an effective media to interconnect with current customers in order to draw an emotional connection as well target right audiences and offering an experience of two-way communication and establishing a mechanism of exponential element to reach out more potential customers. The purpose of this study was to investigate several factors that contributed to the evaluating effectiveness of Facebook as a promotional tool. This research applied 4 hypotheses. Each hypothesis contains different factor to examine a relationship between factors that affect the evaluating effectivness of Facebook Fan Page. This study was quantitative research using a questionnaire to collect data from 400 NIVEA Thailand Facebook fan page members. Multiple regression with Pearson’s Correlation Coefficient (r) was used to test the hypotheses. The findings of this study showed the researcher’s hypotheses to be accurate as correlation with statistical significance of 0.05 were found between the fan page’s effectiveness and various factors, including level of education, monthly income, frequency and duration of Internet access, purpose of Internet access, frequency of Facebook access, information updates and responses to messages of a commercial nature. The outcomes of this study should shed the light for the business regarding its investment on social media website development and provide comprehensive information of members of fan page responding products and commercial entities.
Curricular :	BBA/MBA
Record link:	http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26563