The influence of source credibility of Thai celebrity's endorsement in Dtac advertisement on Instagram toward customers' brand perception and purchase intention: A case of Aum Patcharapa

Abstract

This research aims to study the influence of source credibility of Thai celebrity’s endorsement in Dtac advertisement on Instagram toward customers’ brand perception and purchase intention. The study was conducted in quantitative approach by using online survey to collect the data from 400 participants who are Instagram users. Standard multiple regression was used to analyze the hypotheses. The result of the study showed that there was a strong positive relationship between source credibility of Thai celebrity endorsements in Dtac advertisement on Instagram and customers’ brand perception F (3,396) = 291.31, p < .05. This means by watching Dtac advertisement on Instagram featured by Thai celebrity (Aum Patcharapa), her source credibility has an impact to the sample of the study toward brand perception to Dtac 4G services. Moreover, it was found that there was a positive relationship between source credibility of Thai celebrity endorsements in Dtac advertisement on Instagram and customers’ purchase intention F (3,396) = 129.74, p < .05. This means by watching Dtac advertisement on Instagram featured by Thai celebrity (Aum Patcharapa), her source credibility has an impact to the sample of the study toward purchase intention to Dtac 4G services.