Win Min Thein

Social media increasingly shapes people’s thoughts and actions. From a social media advertising perspective, users’ gratification factors influence their purchasing behavior. This study aims to investigate factors that could influence an individual’s online behavioral intentions to purchase fashionable clothing in Thailand. This study employs the purposive sampling technique to collect 214 questionnaires. This study collected the data through Google Forms from a diverse population of young consumers across various industries in Thailand in the third quarter of 2024. This study used Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) to determine the validity and reliability of the indicators and their corresponding constructs. The study confirmed the existence of seven constructs associated with 22 variables. Each variable was accessed using a 5-point Likert scale. This study validated the proposed research framework and its assumptions through Structural Equation Modelling (SEM). The entertainment (β=0.312) and convenience (β=0.347) were found to have a positive impact on attitude towards social media advertising, and attitude towards social media advertising (β=0.697) significantly influences purchase intention. Attitude towards social media advertising exhibits a VAF of 65.9%, confirming its role as a mediating variable. Marketers can use this study’s identification of consumer buying trends in their social media advertising campaigns. Social media advertising requires precise product descriptions and clear visuals to help shoppers find things. Finally, the study provided limitations and recommendations for future research.