The Influence of Social Media Advertising Value on Consumer Behavior in Renting Apartment Rooms in Bangkok, Thailand

Abstract

Abstract

This study examines the factors that influence of social media advertising value towards rental intention behavior of apartment rooms in Bangkok Thailand. The study used the variables of  credibility, information, entertainment, and social media advertising value. The researcher carried out the analysis based on quantitative approach and applied a non-probability sampling and convenience sampling. A total of 450 respondents who experienced using  advertising in  searching information about renting apartment rooms in Bangkok participated in this study. The descriptive statistic used frequency and percentile to explain demographic information meanwhile inferential statistics such as simple linear regression (SLR) and multiple linear regression (MLR) were used to explain the causal relationship between social media advertising value and rental intention behavior. The results of  multiple linear regression revealed that information, entertainment, and credibility have significant influence on social media advertising value because all the p-value are  less than .05 and these can indicate that credibility, information, entertainment have significant influence on social media advertising value. Lastly, social media advertising value has significant effect on rental intention behavior because the  p-value is  less than .05.