Reference Groups and Word-of-Mouth Communication on Social media of Thai Amulet Soft Power that affects Purchasing Intention
Article Sidebar
Main Article Content
Abstract
This study aims to 1) investigate the influence of reference groups on purchase intention, 2) investigate the influence of word-of-mouth communication on social media on purchase intention and 3) investigate the influence of reference groups, through word-of-mouth communication on social media, on purchase intention which is in agreement with empirical data. The purposive sampling was used in this research. The sample size consisted of 238 consumers aged more than 20 years old, and used to buy sacred objects. Structural equation model analysis (SEM) which is a multivariate analysis is used for analyzing the data.
The results show that the analysis of influence of Reference Groups and Word-of-Mouth Communication on social media of Thai Amulet soft power that affects Purchasing Intention with statistical significance at the 0.001 level. Word-of-mouth communication on social media is a complete mediator of relationship between reference groups and purchase intention with statistical significance at the 0.001 level. This can be concluded that reference groups affects purchase intention through word-of-mouth communication on social media and this agrees with the empirical data.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The article to be published in the Burapha Journal of Business Management must not have been previously published in any journal and must not be under consideration by other journals. If copyright infringement is found, or the comments in the articles are contrary to ethics, it is deemed to be the opinion and direct responsibility of the article’s authors, not the opinion or responsibility of the Burapha Business School, Burapha University. Wanting to publicize any content in the Burapha Journal of Business Management, permission must be obtained from the editorial team of the Burapha Journal of Business Management according to the copyright laws.
References
Ajzen, I. & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice-Hall.
Angsuchot, S., Wichitwanna, S., & Pinyophanuwat, R. (2014). Statistical analysis for social and behavioral science research: Techniques using the LISREL program. Charoenmankong Printing.
Bu-nga, C. (2015). Social Media Marketing: Overview and Concepts. Journal of Communication and Innovation NIDA, 2(1), 173-197.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Hataichanok, R. (2017). The influence of attitude and reference group conformity on behavioral intention in purchasing cosmetics through social media in Bangkok. Master of Business Administration, Sukhothai Thammathirat Open University, Nonthaburi.
HU, X. & HA, L. (2015). Which Form of Word-Of-Mouth is more important to Online Shoppers? A Comparative Study of WOM Use between General Population and College Students. Journal of Communication and Media Research, 7(2), 15-35.
Jasman, J. M., Osman, M., & Ramayah, T. (2005). Intention to Purchase Via The Internet: A Comparasion of Two Theoretical Models. Asian Academyof Management Journal, 10(1), 79-95.
Jivcharoen, J., & Boonyoo, T. (2022). The Effects of Reference Groups, Mood, and Impulsive Buying Behavior on Purchase Decision Behavior of Residents in Bangkok Metropolis Purchasing Products in Shopee Application. Journal of Business Administration and Social Sciences Ramkhamhaeng University, 5(3), 15-29.
Kline, R. B. (2011). Principles and practice of structural equation modeling (3rd ed.). Guilford Press.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Prentice-Hall, Upper Saddle River.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310-330. http://doi:10.1108/MRR-07-2015-0161
Nitichaowakul, T., Ferry, K. N., Luekitinan, W., & Phuttiwinyu, K. (2022). Demographic characteristics having impacts on purchasing intentions of consumers relying on astrological beliefs, muang district, chon buri province. Interdisciplinary Sripatum Chonburi Journal, 8(1), 73-84.
Nitichaowakul, T., Ferry, K. N., Luekitinan, W., & Phuttiwinyu, K. (2023). Model of astrological belief affecting purchase intention through purchase and post purchase behavior beliefs of consumers. Sripatum Chonburi Academic Journal, 19(4), 111-112.
Office of Legal and Academic Affairs of the Court of Justice. (2019). Civil and Commercial Code (Latest Updated Edition). Retrieved August 4, 2025, from https://jla.coj.go.th/th/ content/category/detail/id/8/cid/112/iid/121227
Phrakhru Wisalsaranat Udom (Atibalo). (2021). A study of value and motivation toward the sacred objects of Buddhists. Master of Arts (Buddhist Studies), International Buddhist Studies College, Mahachulalongkornrajavidyalaya University.
PhraKrusangharak Manop Akkamanav. (2024). Belief and faith in sacred objects of Thai people. Journal of Interdisciplinary Innovation Review, 7(2), 276-284.
Phriwanrat, K., & Pangkesorn, A. (2024). Amulets: Sacred Objects and the Creation of a New Economic Trend. Social sciences research and academic journal, 19(2), 17-28.
Prompat, S. (2020). Structural equation model of variables affecting the intention to use electric vehicles in Thailand. Doctor of Philosophy, King Mongkut's Institute of Technology Ladkrabang Bangkok.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (8th ed.). Pearson Prentice Hall.
Serirat, S., Serirat, S., Laksitanon, P., Pathawanich, O., Meejinada, P., Anuwitchanont, J., & Lertwannanwit, O. (2017). Modern Marketing Management. Thammasarn Company Limited.
Stafford, M. R., Stafford, T. F., & Day, E. (2002). Contingency Approach: The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions. Journal of Advertising, 31(2), 17-35. https://doi.org/10.1080/00913367 .2002.10673664
Syed, M. U., Hafiz, M. B., Mueen, A., & Muhammad, R. (2014). Determinants of customer intentions for online shopping: A Study from Pakista. Journal of Sociological Research, 5(1), 100-120.
Wang, Y. J., Hernandez, M. D., Minor, M. S., & Wei, J. (2012). Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy. European Journal of Marketing, 46(5), 712-732.
