當今競爭激烈且以便利為導向的社會使電子商務成為對消費者有吸引力的選擇，對公司來說也是潛在的增長機會。在實施封鎖的 COVID19 危機期間，由於消費者跨地區轉向在線購物，電子商務部門在全球零售業中佔有一席之地。泰國電子商務趨勢的增長為企業開闢了新的機遇，而社交媒體營銷可以成為抓住這些機遇的關鍵方面。本研究的目的是為電子商務企業提供客戶洞察力，以針對並開展有效的社交媒體營銷活動以增加其市場份額。
在這項研究中，目的是了解什麼樣的社交媒體營銷活動會影響電子商務客戶的購買意願，分別針對男性和女性。通過深入和半結構化的訪談，使用定性方法收集數據。結果表明，女性和男性的購買意願受到不同社交媒體營銷活動的影響。因此，如果公司基於性別來定位客戶，它應該只關注少數對每個性別有重大影響的社交媒體營銷活動。在女性中，E-WOM 和互動 SMMA 最具影響力，因為她們重視朋友和社會影響者的積極評價。另一方面，互動和時尚是男性的主要 SMMA，因為他們最優先考慮一般的社交媒體在線討論。在所有不分性別的 SMMA 中，社交媒體在線董事會討論是一個主要影響因素。進一步的建議可以在最後幾章中找到。

Today's competitive and convenience-oriented society makes E-commerce an attractive option for consumers and a potential growth opportunity for companies. During the COVID19 crisis when lockdowns were in place, e-commerce sectors gained a share of global retail since consumers shifted to online shopping across regions. The growth of E-commerce trends in Thailand has opened up new opportunities for businesses, and social media marketing can be a key aspect of capturing these opportunities. The purpose of this study is to provide E-commerce businesses with customers' insights to target and launch effective social media marketing activities to increase their market share.
In this study, the aim is to understand what kind of social media marketing activities influence E-commerce customers' purchasing intentions, separately for men and women. Data were collected using qualitative methods through an in-depth and semi-structured interview. The results showed that women’s and men’s purchase intentions are influenced by different social media marketing activities. Hence, if the company is targeting customers based on gender, it should only focus on a few social media marketing activities that have a significant impact on each gender. Among women, E-WOM and interaction SMMAs are the most influential, as they value a positive review from their friends and social influencers. On the other hand, interaction and trendiness, are the primary SMMA for men, as they prioritize general social media online board discussion the most. Among all SMMAs regardless of gender, social media online board discussion is a major influence. Further recommendations can be found in the last chapters.

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