THE EFFECTIVENESS OF ONLINE SOCIAL MARKETING COMMUNICATION ON PROMOTING SELF-PROTECTIVE BEHAVIORS FROM PM 2.5 AMONG RESIDENTS IN BANGKOK
This study aims1) to investigate self-protective behaviorsfrom PM2.5 among Residents in Bangkok, Thailand and 2) to examine the effectiveness of online social marketing communication on promoting self-protective behaviors from PM2.5 among Thai residents in Bangkok. The effectiveness indicatorsof online social marketing communication used in this study compose of five variables based on the theory of planned behavior [TPB] (attitude toward the behavior, subjective norm, perceived behavioral control, intention to perform the behavior, and actual behaviors). The findings show that 1) self-protective behaviorsfrom PM2.5 among Thai Residents in Bangkok were in the high level (Mean = 9.05, SD. = 2.97, Max = 15, Min = 0), and2) Twitter (Beta = .134) and Facebook (Beta = .142) affect attitude toward the behavior. Moreover, Twitter (Beta = .122) and Facebook (Beta = .196) also affect subjective norm as well. Facebook (Beta = .341) and Line (Beta = .204) affect perceived behavioral control. Twitter (Beta = .155) and Facebook (Beta = .221) affect intention to perform the behavior. Lastly, Twitter (Beta= .222) and Facebook (Beta = .304) also affectactual behaviors. The contribution of this research is to increase and expand knowledge ofonline social marketing communicationand to recommend its implications for promotingself-protective behaviorsfrom PM2.5 both in the national and the international level.