Influence of Opinion Leader toward Purchase Decision of Consumer through Social Media
Keywords:
Social media, Social Commerce, Influencer, Celebrity, Purchase intentionAbstract
This research aims to study the influence of micro influencer and celebrity influencer through an online social media which affects the purchase intention towards the products on functions and hedonics, including the relationship of these 4 variables. This research employed quantitative method with random sampling on 400 online purchase experienced participants who live in Thailand via an online questionnaire.
The result shows that most of online consumers usually purchase products which emphasize the functional value and hedonic value. Additionally, there is a high level of the convenience and the best deal for consumers via an online social media. Furthermore, micro influencer has higher level of influence towards consumers' purchase intention than celebrity influencer; Beta = 0.429 and 0.255 accordingly. Both of these influencer groups are able to predict the purchase intention of consumers for 63.7 percent. This research contributing for efficient strategic marketing planning on digital platform.
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