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X  Zhao
C  Ngamkroeckjoti 

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X  Zhao
C  Ngamkroeckjoti

Issues in Business Management and Economics
Vol.2 (8), pp. 134-141, August 2014
Available online at
ISSN 2350-157X
Article ID: BM/014/095/08 pages
Copyright © 2014 Author(s) retain the copyright of this article. Author(s) agree that this article remain permanently open access under the terms of the Creative Commons Attribution License 3.0 International License

Original Research Article

Determinant factors of e-loyalty: A case study of the advertising shown on Facebook page of Durex, Thailand

Xue’e Zhao*1 and Chittipa Ngamkroeckjoti2

Business School, Assumption University, Thailand

Corresponding Author Email: zimozizi77(at)
Tel.: +8613570153794

date Received:     date Accepted: July 30, 2014     date Published:


This study identifies determinant factors of customer e-loyalty towards the advertising shown on Durex Thailand facebook fan page. Other variables include advertising value (Entertainment, Informativeness, and Brand usage imagery congruity), e-satisfaction and e-trust, which can affect e-loyalty. Exploratory sequential design generalizes qualitative findings obtained from four interviewees to demonstrate if they can be generalized as a sample. Then, applying simple random sampling technique, an online survey was conducted to gather 600 samples, selected from 110,000 registered followers of Durex Thailand facebook fan page during July till October 2013.The results indicated that with the consumption trend changing from rational to perceptual, attractive advertising content can impact followers’ attitude and their e–loyalty. The results may not be applicable to non-internet users and non-followers of the Durex Thailand facebook fan page.  Facebook is considered as the social media marketing platform which is used as a tool instead of other traditional marketing platform.  Without internet technology development, such media marketing is meaningless. This paper adds theoretical knowledge on social media advertising loyalty model, thus benefits other industries to promote brand loyalty.

Key words: Advertising, Durex Thailand facebook fans page, e-loyalty, social media marketing

Zhao and Ngamkroeckjoti