The Impact of Social Media Promotional Activity Types and Design on User Experience and Participation Intention

Authors

  • Yiru Chen International College of National Institute of Development Administration, 148 Serithai Road, Klong-Chan, Bangkapi, Bangkok
  • Aweewan Panyagometh International College of National Institute of Development Administration, 148 Serithai Road, Klong-Chan, Bangkapi, Bangkok

Keywords:

Social Media Promotional Activity Types, Social Media Promotional Activity Design, User Experience, Participation Intention, Structural Equation Modeling, Activity Types

Abstract

This study investigates the impact of Social Media Promotional Activity Types (SPAT) and Social Media Promotional Activity Design (SPAD) on User Experience (UX) and Participation Intention (PI). By integrating concepts from Uses and Gratifications Theory (UGT), Technology Acceptance Model (TAM), and Elaboration Likelihood Model (ELM), this research provides a comprehensive analysis of how different social media promotional strategies influence user behavior. Data were collected through a self- administered online questionnaire from 400 active users of various social media platforms, and analyzed using Structural Equation Modeling (SEM). The results demonstrate that both SPAT and SPAD significantly affect UX, which in turn mediates the relationship between these promotional activities and PI. This study offers meaningful contributions for marketers on how to enhance user engagement and participation through rigorously designed and strategically tailored social media promotions. The structural model showed that all hypothesized paths were significant at p < .001, with the model explaining 72% of the variance in participation intention (R² = 0.72). The findings contribute to the existing literature by highlighting the critical role of UX in driving participation intention and offer practical recommendations for optimizing social media marketing strategies.

References

Xie, M.C.; Chang, Y.C.; Cai, C.M. Understanding the Effect of Social Media Marketing Activity for Promoting Intention to Participate in Martial Arts. Frontiers in Psychology 2022, 13, 1–10. https://doi.org/10.3389/fpsyg.2022.1001768

Jamil, K.; Dunnan, L.; Gul, R.F.; Shehzad, M.U.; Gillani, S.H.M.; Awan, F.H. Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era. Frontiers in Psychology 2022, 12, 1–12.

https://doi.org/10.3389/fpsyg.2021.808525

Hassenzahl, M. The Thing and I: Understanding the Relationship Between User and Product. In Funology: From Usability to Enjoyment; Kluwer Academic Publishers: Dordrecht, The Netherlands, 2003; pp. 31–42.

Brodie, R.J.; Hollebeek, L.D.; Jurić, B.; Ilić, A. Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research 2011, 14, 252–271. https://doi.org/10.1177/1094670511411703

Kaplan, A.M.; Haenlein, M. Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons 2010, 53, 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Voorveld, H.A.M.; van Noort, G.; Muntinga, D.; Bronner, F. Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising 2018, 47, 38–54. https://doi.org/10.1080/00913367.2017.1405754

De Vries, L.; Gensler, S.; Leeflang, P.S.H. Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing 2012, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003

Hutter, K.; Hautz, J.; Dennhardt, S.; Füller, J. The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook. Journal of Product & Brand Management 2013, 22(5/6), 342–351. https://doi.org/10.1108/JPBM-05-2013-0299

Venkatesh, V.; Davis, F.D. A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science 2000, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926

Schivinski, B.; Dabrowski, D. The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications 2016, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323

Petty, R.E.; Cacioppo, J.T. The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology 1986, 19, 123–205. https://doi.org/10.1016/S0065-2601(08)60214-2

Tajfel, H.; Turner, J.C. An Integrative Theory of Intergroup Conflict. In The Social Psychology of Intergroup Relations; Austin, W.G., Worchel, S., Eds.; Brooks/Cole: Monterey, CA, USA, 1979; pp. 33–47

Sashi, C. M. Customer engagement, buyer–seller relationships, and social media. Management Decision, 2012, 50(2), 253–272. https://doi.org/10.1108/00251741211203551

Cheung, C.M.; Thadani, D.R. The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Inte-grative Model. Decision Support Systems 2012, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008

Katz, E.; Blumler, J.G.; Gurevitch, M. Uses and Gratifications Research. Public Opinion Quarterly 1974, 37, 509–523. https://doi.org/10.1086/268109

Zolkepli, I.A.; Kamarulzaman, Y.; Kitchen, P.J. Uncovering Psychological Gratifications Affecting Social Media Utilization: A Multiblock Hierarchical Analysis. J. Mark. Theory Pract. 2018, 26(4), 412–430. https://doi.org/10.1080/10696679.2018.1483960

Davis, F.D. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly 1989, 13, 319–340. https://doi.org/10.2307/249008

Kim, A.J.; Ko, E. Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research 2012, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014

Hair, J.F.; Hult, G.T.M.; Ringle, C.M.; Sarstedt, M. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 2nd ed.; Sage Publications: Thousand Oaks, CA, USA, 2016.

Preacher, K.J.; Hayes, A.F. Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Mul-tiple Mediator Models. Behavior Research Methods 2008, 40, 879–891. https://doi.org/10.3758/BRM.40.3.879

Hair, J.F.; Black, W.C.; Babin, B.J.; Anderson, R.E. Multivariate Data Analysis, 7th ed.; Pearson Education: Upper Saddle River, NJ, USA, 2014.

Fornell, C.; Larcker, D.F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research 1981, 18(1), 39–50. https://doi.org/10.1177/002224378101800104

Downloads

Published

2026-01-30

How to Cite

Chen , Y., & Panyagometh, A. (2026). The Impact of Social Media Promotional Activity Types and Design on User Experience and Participation Intention. ICON International Journal of Management, 1(1). retrieved from https://so16.tci-thaijo.org/index.php/ICON/article/view/3278

Issue

Vol. 1 No. 1 (2026): January–June

Section

Research Article

Categories

License

Copyright (c) 2026 ICON International Journal of Management

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Articles in this journal are copyrighted by the x may be read and used for academic purposes, such as teaching, research, or citation, with proper credit given to the author and the journal.
use or modification of the articles is prohibited without permission.
statements expressed in the articles are solely the opinions of the authors.
authors are fully responsible for the content and accuracy of their articles.
other reuse or republication requires permission from the journal."