MORE THAN JUST MAKEUP? UNVEILING WHAT REALLY DRIVES BRANDED COSMETICS PURCHASES IN THAILAND
DOI:
https://doi.org/10.14456/aamr.2025.25Keywords:
Digital Marketing, Online Influencers, Purchase Motivation, Customer Satisfaction, Branded CosmeticsAbstract
Thailand's branded cosmetics market is increasingly shaped by digital strategies and consumer preferences. This study examines how digital marketing, online influencers, purchase motivation, and customer satisfaction influence consumer decisions to purchase branded cosmetics in Thailand, building a decision-making model tailored to this context. Employing a mixed-methods approach, quantitative data from 400 consumers was integrated with qualitative insights from 14 key informants. Findings revealed that digital marketing, online influencers, purchase motivation, and customer satisfaction each exert significant direct influence on consumers' purchase decisions, collectively. Notably, purchase motivation emerged as a pivotal, independent driver. The developed causal model underscores that purchase motivation holds the strongest influence, followed by digital marketing and online influencers, while customer satisfaction partially mediates these relationships. This model offers valuable insights to better target marketing strategies and to design emotionally resonant customer experiences.
Downloads
References
Boonrawd, S., & Hansanti, S. (2023). The Influence of Marketing Communication on Buying Decision Process Toward Organic Cosmetic Products. Journal of Management Science Research, Surindra Rajabhat University, 7(1), 85-97.
Golalizadeh, F., Ranjbarian, B., & Ansari, A. (2023). Impact of customer’s emotions on online purchase intention and impulsive buying of luxury cosmetic products mediated by perceived service quality. Journal of Global Fashion Marketing, 14(4), 468-488.
Hair, J., Babin, B., Anderson, R., & Black, W. (2019). Multivariate Data Analysis (8th ed.). London: Pearson Prentice.
Hoffman, S., & Jariangprasert, N. (2021). Influence of Information of Cosmetic Reviews by Beauty Blogger Affecting the Decision Making Process of Generation Y Consumers in Thailand. CMU Journal of Business, 7(3), 304-310.
Ilmi, S., Harianto, E., Mas'ud, R., & Azizurrohman, M. (2023). Does Digital Marketing Based on Brand Image and Brand Trust Affect Purchase Decisions in the Fashion Industry 4.0?. Jurnal Aplikasi Manajemen, 21(3), 553-566.
Innoi, N., & Praesri, S. (2021). Factors Affecting Online Cosmetic Purchasing Behavior through Beauty Blogger's Recommendation in Bangkok. Humanities and Social Science Research Promotion Network Journal, 4(1), 29-45.
Janssen, L., Schouten, A., & Croes, E. (2021). Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 41(1), 101-127.
Juntarukka, S., & Laohavichien, T. (2023). Factors Influencing Green Purchase Intention of the Cosmetic and Skin Care Product. Social Sciences Research and Academic Journal, 18(2), 77-92.
Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). London: Pearson.
Kotler, P., & Keller, K. (2021). Marketing Management (15th ed.). London: Pearson.
Kotler, P., Keller, K., & Chernev, A. (2024). Marketing Management (17th ed.). London: Pearson.
Long, Y. (2024). Advertising Appeal and Emotional Awakening: The Influence of Rational and Emotional Beauty Advertisements on Consumer Purchase Intention. International Journal of Social Sciences and Public Administration, 2(3), 301-308.
Naheed, Z., Hashmi, A., & Hashmi, M. (2023). Factors Affecting Consumer Satisfaction of Skin Care Products; An Empirical Analysis of Undergraduate Females in Pakistan. Human Nature Journal of Social Sciences, 4(4), 170-183.
Nguyen, T., Limbu, Y., Pham, L., & Zúñiga, M. (2024). The influence of electronic word of mouth on green cosmetics purchase intention: evidence from young Vietnamese female consumers. Journal of Consumer Marketing, 41(4), 406-423.
Pantaeng, J., & Vongmahasetha, T. (2022). Factors affecting the decision to purchase counter brands cosmetics via online applications of consumer in Bangkok. Academy Journal of Northern, 9(4), 62-73.
Poswal, R., & Tanwar, N. (2024). E-commerce Elegance: Examining the Role of Digital Marketing in Shaping Women's Cosmetic Preferences. Journal of Informatics Education and Research, 4(1), 1112-1117.
Ramnin, K., Pradetboon, A., & Mingmuang, S. (2022). Information Exposed Behavior from Beauty blogger get into the Goods Buying Determination in Part of Beauty on Social media online. Journal of Management Science Pibulsongkram Rajabhat University, 4(1), 47-70.
Shimul, A., Cheah, I., & Khan, B. (2022). Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa. Journal of Global Marketing, 35(1), 37-56.
Shmailan, A., & Alfalih, A. (2024). The Attitude and Intention to Purchase Halal Cosmetic Products: A Study of Muslim Consumers in Saudi Arabia. Journal of the Knowledge Economy, 15(4), 19795-19823.
Thansettakij. (2023). The domestic beauty product market in 2023 is expected to grow by 10.4%. Retrieved from www.thansettakij.com/business/economy/555138.
The Thai Cosmetic Manufacturers Association. (2022). In the first 8 months, Thai cosmetics exports rose by 8%, with the ASEAN market taking the lead. Retrieved from www.thaicosmetic.org/index.php/tcmanews/news-from-media/90-8-8.
Yi, S., Ming, K., & Soon, L. (2024). The Influence of Social Media Engagement on Chinese Consumers' Intention to Purchase Luxury Brand Cosmetics. Migration Letters, 21(4), 848-857.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Authors
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
.png)
