The study of Thai teenager's perception toward source credibility in personal brand perception and language learning intention

Abstract

The research aimed to study the influence of source credibility of celebrity endorsement of P Way, Thaitanium, a popular Hip-Hop singer, on Thai teenagers’ perception of personal brand and English language learning intentions after watching his songs in YouTube. Two hundred participants were selected using purposive sampling and convenience sampling method. The sample were Thai teenagers currently residing in Bangkok Metropolitan, age 18 years old to over 38 years old, and they had experienced watching P Way, Thaitanium’s songs in YouTube. Multiple Regression was used to analyze the hypothesis with the statistical significance of 0.05. The findings revealed that (1) the source credibility of celebrity endorsement significantly influenced his perceived personal brand (F=8.20**, p < 0.05) among Thai teenagers. (2) The study revealed that all dimensions of source credibility were significant predictors of English language learning intentions (F=11.735**, p < 0.05). The results found that their perceived attractiveness and trustworthiness had positive effects on their language learning intentions, but expertise had a negative influence on language learning intentions among Thai teenagers. As a result, attractiveness and trustworthiness affected their language learning intentions. (3) The findings revealed that their perception of personal brand significantly influenced their language learning intentions (F = 6.954**, p < 0.05). In addition, each dimension of personal brand, including personality, teamwork, character, and value, had significant positive effects on their language learning intentions, but leadership and style did not significantly affect their language learning intentions. Style and social standards had negative effects on their language learning intentions among Thai teenagers.