The impact of brand advocacy, electronic word of mouth, and microinfluencer, factors towards consumer purchase intention on social media in Thailand

Abstract

Brand promotion has shifted towards digital marketing instead of following the traditional method of advertising on the radio, TV, or newspaper. Social media plays a crucial role in additional brand promotion to remain competitive in the market. This research investigates the impact of brand advocacy, electronic word of mouth, and microinfluencer factors on consumer purchase intention on social media in Thailand. The three independent variables of this study are brand advocacy, electronic word of mouth, and microinfluencer. The sub variable of brand advocacy factors includes brand trust, brand attitude, and brand loyalty. The sub variable of eWOM factors includes information credibility, attitude towards eWOM, and social support. The sub variable of microinfluencer factors includes influencer credibility, influencer marketing, and content marketing. The dependent variable of this study is consumer purchase intention on social media. This research relates to quantitative data from (Gen Y (1980-1994) and Gen Z (1995-2010). This research is conducted across the Thailand regions with 230 sample collection data of which 112 were female and 106 were male. Respondents received online questionnaires that included multiple-choice questions for demographic information and questions using a five-point Likert scale for both independent an dependent variables. Descriptive statistics and multiple linear regression analysis were the methodologies employed for data analysis.