The Influence of Integrated Advertising on the Brand Trust and Brand Loyalty of Smart IT Device Customers in Thailand: A Case of Corporate Facebook Media

Abstract

          The objective of this research was to identify the relationship between the use of integrated advertising on the brand trust and brand loyalty of Smart IT device customers for a brand that uses corporate Facebook media in Thailand. Measurements of this study were developed from the literature review and the results of a pilot study. Data were collected from 425 Facebook respondents in the main study. Structural Equation Modeling (SEM) was used to test the hypotheses. This study found that 1) customer brand trust in social media-based communities such as corporate Facebook positively influences customer brand loyalty; 2) the use of integrated advertising positively influences customer brand loyalty; 3) the use of integrated advertising positively influences customer brand trust. The findings suggest that companies should employ integrated advertising, which is a combination of online and offline advertisements, in order to strengthen the brand trust and brand loyalty of customers who use Facebook media. This may help to increase the impact of the company’s marketing communication strategies. In addition, the administration and management of contents and the customer relationship in corporate Facebook were also found to influence customer brand trust and customer brand loyalty.