แบรนด์บุคคลของอินฟลูเอนเซอร์ประเภทบิวตี้บล็อกเกอร์ที่มีผลต่อการตัดสินใจซื้อของผู้บริโภคบนแพลตฟอร์ม TikTok ในประเทศไทย

Abstract

This quantitative research aimed to: 1) study the personal branding of beauty blogger influencers on the TikTok platform in Thailand; 2) examine consumers' purchasing decision-making process on the TikTok platform in Thailand; and 3) investigate the relationship between the personal branding of beauty blogger influencers and consumers' purchasing decision-making process on the TikTok platform in Thailand. The sample consisted of 400 consumers who followed beauty blogger influencers and had previously purchased products through TikTok, selected by convenience sampling. The research instrument was a questionnaire. Data were analyzed using descriptive statistics, including frequency, percentage, mean, standard deviation, and Pearson's Correlation Coefficient. The findings revealed that the overall level of personal branding among beauty blogger influencers was at the highest level (X̄ = 4.45). Among the six dimensions, consistency in communication had the highest mean score (X̄ = 4.51), followed by credibility (X̄ = 4.47), image communication (X̄ = 4.46), expertise (X̄ = 4.45), self-clarity (X̄ = 4.45), and distinctive personality and image (X̄ = 4.34), respectively. In addition, the overall consumers' purchasing decision-making process was at the highest level. The hypothesis testing results indicated that all six dimensions of personal branding had a positive relationship with consumers' purchasing decision-making process at the .05 level of statistical significance. The findings of this study are expected to benefit entrepreneurs, marketers, and influencers by providing practical insights for developing personal branding and marketing communication strategies that align with consumers' needs. Furthermore, the findings may serve as a valuable reference for future research in digital marketing and contribute to the development of effective business strategies.