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The Role of Online Influencer’s Characteristics in Attitude towards the Brand and Purchase Intention: A Case Study on the L’Oréal Brand |
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| รหัสดีโอไอ | |
| Creator | Bhoomi Wadhwa |
| Title | The Role of Online Influencer’s Characteristics in Attitude towards the Brand and Purchase Intention: A Case Study on the L’Oréal Brand |
| Contributor | Papaporn Chaihanchanchai |
| Publisher | Chulalongkorn University |
| Publication Year | 2564 |
| Journal Title | Communication and Media in Asia Pacific |
| Journal Vol. | 4 |
| Journal No. | 2 |
| Page no. | 21-32 |
| Keyword | Source characteristics, Consumer attitude, Consumer purchase intention, L’Oréal brand |
| URL Website | https://so01.tci-thaijo.org/index.php/CMAP |
| Website title | Communication and Media in Asia Pacific |
| ISSN | 2697-4428 (Print); 2630-0621 (Online) |
| 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 the 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 L’Oréal brand (M = 4.10) and were likely to purchase the brands 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). |
