The Role of Online Influencer’s Characteristics in Attitude towards the Brand and Purchase Intention: A Case Study of L’Oréal
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Abstract
The objective of this research is to explore the relationship among the source characteristics of an online influencer, consumers’ attitude and their purchase decision for L’Oréal brand. Two hundred and six Indian male and female respondents, aged between 18 and 40 years old and currently residing in Thailand, were asked to complete an online questionnaire survey. The results depicted that the respondents had a positive opinion on the source characteristics of the online influencer (M = 3.69), with likeability receiving the highest score (M = 4.27) and similarity receiving the lowest overall score (M = 3.09). Moreover, the respondents had a positive attitude towards the brand (M = 4.10) and were likely to purchase the products (M = 3.90). In regard to the relationship among the variables, the research results demonstrated that source characteristics is positively related with the respondents’ attitude (r = .551) and their purchase intention on L’Oréal’s products (r = .512).
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