Research On Influencing Factors On Customer's Buying Decision Toward Celebrity's Online Advertisement

In the last past decade,the ways of each business attract consumers was so difficult and hard.In the past,they had to use offline advertisement such as newspaper,magazine,radio,television and so on.Moreover,it has to spend more capital money for investing.However,we can?t reject that in those generation,all of these offline channels can help to make the consumers realize about the brand awareness as much.Nowadays,Internet has given a big chance for businesses to have various media platforms to distribute advertisement to consumers.Internet has become an important thing for advertising and give more chance for businesses to reach target consumer rather than the reach of traditional offline media.In these days,social media is spreading in a rapid way that reflects many things involving the businesses like,ideas,reasons,images or products.Generally,the consumers? perspective and purchasing intentions on products is relating to its product characteristics.Marketers should hire the celebrities for what they are well known for.It can be determined as they have to match their products or brand characteristics with the proper famous people.It is a challenging form of marketing communications from the brands to the consumers because they have to emphasize how to effectively transfer message or significant words to the consumers.According to the rising of rivalry of the consumer attention,the brand owner need to use attention-grabbing media stars or which can be easily called celebrity endorsement.On this study,it was aimed to explain about the influecing of celebrity' online advertisements to the consumers' purchasing decisions and which are the main factors that affect them to choose the products of one brand from the multiple brands of products in Thai market,and to identify factors of celebrities' online advertisements which affect to the consumers' purchasing decisions.On the analysis part,it focuses much on how the consumers thinks about the ways of the celebrity behave on social media which directly affect to the consumers? perspective toward this kind of marketing communication.It aims to prove that how the celebrity with high credibility affect to the consumer?s attitude which are including with these kinds of the consumers? perspective.They are interesting level,informative level,believable level,trustworthy level.All of these factors are relating to the source of attractiveness model.In this study,the researcher have used an online questionnaire to survey the consumer?s perspective.It was dispatch to 202 Thai people.The sample group all are Thai people.The questionnaire are using of Thai language for making a clear understanding of each question.About the data analysis part,it is including with descriptive analysis which shows the statistic data in term of histogram and tables.It is also including with the hypothesis testing.The inferential statistics use T-test,One-way ANOVA and CHI-Square,which has the significant value equal to 0.05.The finding results shows that high credibility of the celebrityhave less effect on the consumer perspective about their interesting level,their informative level and their trustworthy level.On the other hand,it have positive affect to the consumer?s believable level.The consumer will believe on the celebrities when they have credibility.High trust on the celebrity has positive effect to the consumer?s attitude.While,when the celebrity offers more persuasion knowledge on their social pages,it gives the negative response to the consumers.Another significant result from this analysis is that the consumers who follow the celebrity have positive effect on purchasing intention.They trend to buy the products which relating to the celebrity endorsement comparing to the products that they never seen it was involving with the celebrity endorsement before.According to the researching,it can conclude that gender,ranges of age and the education level have mostly no different perspective on the celebrity?s endorsement on social media.Endorsers behaviors on the various kind of pages,it shows that there are mostly have negative effect such as interesting level,informative level and trustworthy level.In contrast,in the market,we can?t reject that each brand can survive without the celebrity.It found that,however,the celebrity still are the significant key to the market.They are also important to the marketing to gain new consumers and retain the royal consumers.Each endorser have unique way,they influence on the ways of brand image,purchasing intention and positive perspective to the brand.