Chulalongkorn University Theses and Dissertations (Chula ETD)

Other Title (Parallel Title in Other Language of ETD)


Year (A.D.)


Document Type

Independent Study

First Advisor

Nipit Wongpunya


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




New era of marketing using social media as a promotional platform provides many advantages, for example the ability to communicate between producers and consumers while traditional marketing only promotes directional communication, companies only convey the message they want, without getting feedback and opinions directly from consumers. This research will explore what factors are related to the use of social media as a promotional tool and how far these factors influence dining behavior in restaurants. A quantitative survey was conducted to measure the effect of social media’s advertising, customers’ attitudes, customer experience on the decision to eat out at restaurants among all adults (over 18 years old) who had the habit of having eaten at fine dining restaurants or restaurants by using the stepwise multiple regression analysis. The findings show that the “Snapchat”, “Process”, Rational and Spiritual” that affect customers’ decision to eat out at restaurants. This suggested that restaurants should focus on the communicating process via “Snapchat” and ensure the convenience and comprehension of the provided information and its benefit for decision making to consumers and encourage their customers to review their experience from their visits.

Included in

Economics Commons



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.