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Celebrities's Online in Social Media Influence Purchase Intention of Consumer |
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| รหัสดีโอไอ | |
| Creator | 1. Chalotorn Suteerapinunt 2. Nitaya Wongpinunwatana |
| Title | Celebrities's Online in Social Media Influence Purchase Intention of Consumer |
| Publisher | MSMIS Thammasat University |
| Publication Year | 2558 |
| Journal Title | Journal of information systems in Business JISB |
| Journal Vol. | 1 |
| Journal No. | 1 |
| Page no. | 59 |
| Keyword | Celebrities' online, Social media, Blogger, Recommendation |
| ISSN | 2465-4264 |
| Abstract | This study is a quantitative research which used questionnaire to collect data from 400 samples. The simple regression and multiple regression analysis were conducted to analyses the data. The results revealed that entertainment and informativeness had affected attitude toward celebrities' online. Moreover, the findings showed that celebrities' online reputation, celebrities' online trustworthiness, perceived usefulness of recommendation had significant influential effect on attitude toward celebrities' online and purchase intention. This result will be benefit to enterprise which they are developing marketing strategies. |
