Abstract
Social media plays a very crucial role in people’s lives, especially for online sellers and consumers. Many purchasing websites benefit from the opportunities and exposure they get from their social media resources. Moreover, social media greatly affects consumer buying decisions. Online sellers must observe consumer behavior to develop more effective marketing and sales strategies. In this research, the researchers executed an empirical investigation on consumers’ purchasing intentions of fashion accessories on Facebook in Thailand. The researchers studied the advantages and drawbacks of social media. Factors influencing purchases were measured by a questionnaire distributed among 200 online customers of fashion accessory Facebook pages in Thailand. The researchers analyzed the data using ANOVA and MANOVA statistical tests. The results illustrated that argument quality, post popularity, and information credibility have the same influence on information usefulness. Facebook live video watching has statistically more influence on purchase intention than “shares” and “likes.
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