Marketing Mix Factors Toward Decision Making in the Purchasing Goods and Services Via Facebook: In the Case of Muang District, Ubonrajchathani Province, Thailand
Facebook is a popular free social networking website that allows registered users to share and post profiles,
photos and video. We can create virtual stores and advertise products using Facebook. This study is aimed to examine how
marketing mix factors toward decision making in purchasing goods and services via Facebook. We also examined the
relationship between various variables and marketing mix factors. A quantitative survey was conducted among 431
respondents in Muang District, Ubonrajchathani province, Thailand. The findings of the study revealed that all aspects of the
4Ps including Product, Price, Place and Promotion significantly influenced consumers’ decisions when purchasing goods and
services via Facebook. Moreover, gender, occupation and monthly income had a significant correlation with the type of
goods purchased. There was no correlation between gender, age, education, occupation, and income with marketing mix
factors at 0.05 level.
Keywords- Social Networking, Marketing Mix, Facebook.