Editorial

Abstract

 Editorial

Marrisa Fernando, Ph.D.

MMOD Associate Program Director and Lecturer

Assumption University of Thailand

In this issue, we present two articles on social media advertising and online hotel reservations  .

The first article is “ Factors Influencing the Behavior of Consumer on Booking Hotel via Online Reservation System by Waralee Dheva-aksorn. The researcher conducted quantitative research with the use of online questionnaire survey to collect the data from 400 respondents who were consumers in Thailand. The  independent variables included  self-efficacy, perceived behavioral control, perceived benefit, perceived cost, anxiety and the  dependent variable is hotel booking intention.

The article “ Measuring the Influence of YouTube Advertising in  Creating Attractiveness to Consumer in Bangkok, Thailand” by  Chalermchai Uparimart  is research that measured the influence of YouTube advertising on  creating  attractiveness to consumer in Bangkok, Thailand. It proposes to validate the integrated model among entertainment, informativeness, irritation, customization, advertising value, brand awareness and purchase intention. The data was collected from respondents by questionnaire.  The research used  convenience sampling technique. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were  employed to verify the validity and reliability of the model and examine the influence among variables. Advertising on YouTube was efficient and proved that it  has a significant  influence on consumers purchase intention.

These two researches present an array of relevant information and findings of social media and online application for business growth and  contributes to new perspectives and possible application in other related settings.