![]()
This study examines the factors that affect evaluation of Facebook’s effectiveness as a promotional tool; a case study of NIVEA Thailand Facebook Fan Page in order to understand the nature of online communications through social media website on the basis Facebook Fan Page members’ experiences and opinions as well as to study whether the Fan Page is an effective media to interconnect with current customers and to draw an emotional connection as well to target right audiences and offering an experience of two- way communication and establishing a mechanism of exponential element to reach out more potential customers. To investigate several factors that contributed to the evaluating effectiveness of Facebook as a promotional tool. This research applied 4 hypotheses. Each hypothesis contains different factors include education, monthly income, frequency of Internet accessibility, amount of time spent on the Internet, primary purpose of Internet usage, time spent on Facebook, frequency of updating to friends in contacts and frequency of interactions with various commercial entities. This study was quantitative research using a questionnaire to collect data from 400 NIVEA Thailand fan page members. Multiple regression with Pearson’s Correlation Coefficient (r) was used to test the hypotheses. The findings of this study showed the researcher’s hypotheses to be accurate as correlation with statistical significance of 0.05 were found between the fan page’s effectiveness and various factors, including level of education, monthly income, frequency and duration of Internet access, purpose of Internet access, frequency of Facebook access, information updates and responses to messages of a commercial nature. The outcome of this study helps the business regarding its investment on social media website development and comprehensive information of members of fan page responding products and commercial entities.