Research Title: Understanding users’ Gratification Factors Influence on Fashion Purchase Behavior: Mediating Effect of Attitude Towards Social Media Advertising by Dr.Win Min Thein Bangkok University International Bangkok University International
This research examined the factors that contribute to users’ gratification from social media advertising, which may affect an individual’s intention to purchase fashionable clothing online in Thailand. The study found that entertainment and convenience had a positive impact on attitude toward social media advertising, and attitude toward social media advertising significantly influenced purchase intention.
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