The Effects of Social Media Influencer’s Attributes on Thai Student’s Online Purchase Intentions in the Skincare Industry

Abstract

The rapid growth experienced in Internet technology and social media play an important role in the lived of individuals today, causing influencer marketing to become a key strategy for business. This paper aims at examining the effects of social media influencer’s attributes on consumers’ online purchase intention. The objectives of this study are: 1) to examine Huachiew Chalermprakiet University (HCU) students’ purchase intention and 2) to examine the impact of attributes of social media influencer on HCU students’ purchase intention. This study utilized a quantitative research method as the research approach, availing of purposive sampling to collect the data from HCU students through Google Form. In total, 385 valid samples were collected. Descriptive statistics and inferential statistics were used in this study to process the data. The results of this study indicate that the overall purchase intention of HCU students is relatively high, with a mean value of 3.75. With regard to the attributes possessed by social media influencers, all the variables (credibility, authenticity, expertise, and attractiveness) have a statistically significant impact on consumers’ purchase intention.