THE EFFECT OF OMNI- MARKETING COMMUNICATION BY SOCIAL MEDIA INFLUENCER ON CONSUMER ATTITUDE AND CONSUMER TRUST OF ORGANIC BEAUTY PRODUCTS IN THAILAND
Keywords:
Social Media Influencer, Omni-Marketing Communications, Online and Offline Touchpoints, Organic Beauty ProductAbstract
Nowadays, social influencer becomes an important marketing communication strategy for firms in Thailand. This research aims to investigate the effect of omni- marketing communication by influencer on consumer attitude and consumer trust within organic beauty product industry in Thailand. This study used online questionnaire to collect data from 401 samples in Thailand. The data were analyzed by using descriptive statistics and the hypotheses were tested by using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) at significant level of 0.01.
The result reveals that within organic beauty context, omni- marketing communication by influencer through both online and offline platforms and multiple channels has a positive effect on both consumer attitude and consumer trust. The finding contributes new knowledge regarding this new concept, omni- marketing communication by influencer to previous academic studies in the field. Moreover, organic beauty product firms could adopt this strategy to improve its marketing communications performance with customers in the future.
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