M Micro Influencer Strategy in the men's cosmetics industry on Thailand’s Facebook and brand fit an effect on intention to buy

Authors

  • Watcharapong Tunpornchai MBA Ramkhamhaeng University
  • Niwet Thamma Master of Business Administration program, Ramkhamheang University, Thailand
  • Sarawut Sirikajohndechsakun Privilege Investment Business Charoen Pokphand Food PCL., Thailand

Keywords:

Micro Influencer, Brand fit, Intention to Buy

Abstract

This research demonstrates the empirical impact of micro influencer strategy in the men's cosmetics industry on Thailand’s facebook. It showed the effect of micro influencer’s features to intention on buy via the mediator variable that was brand congruency and trust. The micro influencer’s features were tested, including  Attractiveness, Expertise and Popularity. The research used the structural equation model on AMOS. The results found, expertise must be consistent with brand characteristics in order to generated trust and effected to intention to buy. On the other hand, popularity could be statistically significant for trust and generated to intention to buy.

Keyword: Micro Influencer, Brand fit, Intention to Buy

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Published

2021-05-21

How to Cite

Tunpornchai, W., Thamma, N., & Sirikajohndechsakun, S. (2021). M Micro Influencer Strategy in the men’s cosmetics industry on Thailand’s Facebook and brand fit an effect on intention to buy. Asian Administration and Management Review, 4(1), 1–8. Retrieved from https://so01.tci-thaijo.org/index.php/AAMR/article/view/245797

Issue

Vol. 4 No. 1 (2021): Asian Administration and Management Review

Section

Articles