ผลของการสื่อสารทางการตลาดแบบผสมผสานของการใช้ผู้มีอิทธิพลบนสื่อที่มีต่อทัศนคติและความเชื่อมั่นของผู้บริโภคในธุรกิจสินค้าเครื่องสำอางและผลิตภัณฑ์บำรุงผิวออร์แกนิคในประเทศไทย
คำสำคัญ:
ผู้มีอิทธิพลบนสื่อ, การสื่อสารทางการตลาดแบบผสานช่องทาง, ช่องทางสื่อสารทั้งออนไลน์และออฟไลน์, ผลิตภัณฑ์เครื่องสำอางออร์แกนิคบทคัดย่อ
ปัจจุบันนี้ผู้มีอิทธิพลบนสื่อกลายมาเป็นกลยุทธ์ทางการตลาดที่สำคัญต่อการสื่อสารกับผู้บริโภคในประเทศไทย งานวิจัยนี้มีวัตถุประสงค์เพื่อทดสอบผลของการสื่อสารทางการตลาดแบบผสานช่องทางโดยใช้ผู้มีอิทธิพลบนสื่อต่อทัศนคติ และความเชื่อมั่นของผู้บริโภคในผลิตภัณฑ์เครื่องสำอางออร์แกนิคในประเทศไทย โดยใช้แบบสอบถามออนไลน์เก็บข้อมูลจากผู้บริโภคจำนวน 401 คน งานวิจัยนี้ทำการวิเคราะห์ข้อมูลโดยใช้สถิติพรรณนาและทดสอบสมมุติฐานโดยการวิเคราะห์แบบจำลองสมการโครงสร้างที่ระดับนัยสำคัญ 0.01
ผลการศึกษาพบว่า สำหรับธุรกิจสินค้าเครื่องสำอางและผลิตภัณฑ์บำรุงผิวออร์แกนิคในประเทศไทยนั้น การสื่อสารทางการตลาดแบบผสานช่องทางโดยใช้ผู้มีอิทธิพลทั้งออนไลน์และออฟไลน์มีผลทางบวกต่อทัศนคติและความเชื่อมั่นของผู้บริโภค ผลการศึกษานี้ช่วยสร้างองค์ความรู้ใหม่ทั้งทางด้านวิชาการและผู้ประกอบการสามารถนำไปใช้ในการปรับปรุงกลยุทธ์การสื่อสารการตลาดแบบผสานช่องทางโดยใช้ผู้มีอิทธิพลบนสื่อให้ดียิ่งขึ้นต่อไป
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารสุทธิปริทัศน์ ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารสุทธิปริทัศน์ ถือเป็นลิขสิทธิ์ของวารสารสุทธิปริทัศน์หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใด ๆ จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารสุทธิปริทัศน์ก่อนเท่านั้น
