Analyzing the Advertising Effect of the Thai Social Network Advertising Model

This study assumes that the effectiveness of the FACEBOOK social network advertising on product advertising can increase consumers’ willingness to purchase, and divides the advertising model of social networking site Facebook into three categories: article advertisement, image advertisement and video advertisement, and according to the research of past scholars The four facets of the AIDA model that can be used to measure the effectiveness of the ad: attention, interest, desire, and purchase behavior, and then explore whether different advertising modes of Facebook will present different advertising effects. After the literature discussion and reorganization, the research hypothesis was established based on the AIDA model, and the characteristics of the advertising industry and online advertising were summarized. The advertising model of Facebook, the most popular user website in Thailand, was used as the comparison object and used. The Social Network conducted a "questionnaire survey" to collect 276 questionnaires, of which 250 were valid questionnaires. The analysis results show that Different types of advertisements have significant differences in advertising impressions, advertising attitudes and purchase intentions, indicating that the advertising model has an impact on the effectiveness of advertising. Therefore, when using Facebook ads for marketing activities, you can make good use of the characteristics of different advertising modes, and at different timings, strengthen the desire to achieve advertising purposes, in order to help improve the effectiveness of advertising.