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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3595

Title: 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
Authors: Tanin Aungamrung
Keywords: Celebrity endorsement
Source credibility
Brand perception
Purchase intention
Instagram
Issue Date: 2018
Publisher: Bangkok University
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.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2018
Advisor(s): Suwannee Luckanavanich
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3595
Appears in Collections:Independent Studies
Independent Studies - Master

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