Effects of Social Media Exposure to Beauty Bloggers on Decision to Buy Foundation Products among Bangkokians
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Abstract
The research objectives were 1) to study the differences of demographic characteristics that influenced decision to buy foundation products through online channels, 2) to investigate the influences of beauty bloggers on decision to buy foundation products through online channels, and 3) to study the beauty blogger communication guidelines that influenced decision to buy foundation products through online channels. The samples were 167 online foundation products customers and beauty bloggers followers living in Bangkok. The research tool used was a questionnaire. Together with this, the in-depth interviews were conducted the five sampled populations. The research findings showed that the different demographic characteristics including gender, age, education, occupation, and monthly income did not have an effect on decision to buy foundation products through online channels. The credibility of the beauty bloggers, likewise, affected the decision to buy the foundation products through online channels. Furthermore, the beauty blogger communication guidelines were as follows: communicating the foundation products experience, presenting promotional information, building a foundation product model, and building the credibility of the beauty bloggers.
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