Cosmetic Purchase Intentions of Customers in Thailand Via Social Media Channels

Main Article Content

Worrathep Suwanpusaporn
Worraya Rojchanapaphaporn
Natthawat Vongchavalitkul


The purpose of this research was to analyze the direct influence of opinion influencers on social media, electronic word-of-mouth communication, and brand image that affects the intention to purchase cosmetics. To analyze the indirect influence of opinion influencers on social media and electronic word-of-mouth communication that affects the intention to purchase cosmetics through the interspersing variable of brand image and the indirect influence of opinion influencers on social media that affects the intention to purchase cosmetics through the intermediary variable of electronic word-of-mouth communication. This research is quantitative, with a sample group. There were 414 samples of people who had purchased cosmetics and used social media in Thailand. The tools used to collect data were questionnaires, and the data were analyzed using statistical packages. Using structural equation modeling (SEM) analysis. The result of this study indicates the opinion of influencers on social media, electronic word-of-mouth communication, and brand image. They can explain 83 percent of the variance in cosmetic purchase intentions, with a brand image having the greatest influence on cosmetic purchase intentions, followed by the opinions of influencers on social media and electronic word-of-mouth communication, respectively. Research results are used to relate to the marketing field and as information for marketing planning. The benefits of the research can be applied to make the marketing plan by using social media influencer marketing.

Article Details

How to Cite
Suwanpusaporn, W., Rojchanapaphaporn, W., & Vongchavalitkul, N. (2024). Cosmetic Purchase Intentions of Customers in Thailand Via Social Media Channels. Rajapark Journal, 18(57), 363–378. Retrieved from
Research Article


Ajzen, I. (1985). From Intentions to Action: A Theory of Planned Behavior. In: Kuhl, J. & Beckmann, J., Eds., Action-Control: From Cognition to Behavior, Springer-Verlag, Heidelberg, 11-39.

Anggraeni, M. & Asnawati, A. (2017). Pengaruh Celebrity Endorsement terhadap Purchase Intention dengan Brand Image sebagai Variabel Intervening (Studi Kasus Iklan Produk Perawatan Kecantikan Wardah). Prosiding Seminar Nasional Manajemen dan Ekonomi Bisnis, 1, 303-312.

Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y. In Procedia-Social and Behavioral Sciences, 148, 177-185.

Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345-354.

Cristimonica, J., & Setiawan, M. B. (2022). The Effect of Addressing Attraction, Price Perception and Electronic Word of Mouth (EWOM) on the Purchase Decision of YOU Brand Cosmetics. JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam), 10(1), 59-65.

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram Influencers: the Impact of Number of Followers and Product Divergence on Brand Attitude. International Journal of Advertising, 36(5), 798-828.

Ferdinand, A. (2006). Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro, Indonesia.

Nielsen, J., & Landauer, T. K. (1993). A Mathematical Model of the Finding of Usability Problems. In Proceedings of ACM INTERCHI’93 Conference. (pp.206-213). Netherlands: Amsterdam.

Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77-87.

Nurhandayani, A., Syarief, R., & Najib M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Journal of Applied Management (JAM), 17(4), 650-661.

Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen. Sebuah Studi Literatur. Eksekutif, 15(1), 133-146.

Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The Effect of Social Media Influencer on Brand Image, Self-concept, and Purchase Intention. Journal of Consumer Sciences, 4(2), 76-89.

Hu, X., & Ha, L. (2015). Which form of Word-of-Mouth is More Important to Online Shoppers? A Comparative Study of WOM use Between General Population and College Students. Journal of Communication and Media Research, 7(2), 15-35.

Indahsari, B., Heriyadi, N. A., Listiana, E., & Fauzan, R. (2023). The Effect of Online Advertising and Electronic Word of Mouth on Purchase Intention through Brand Image as a Mediating Variable. South Asian Res J Bus Manag, 5(1), 1-9.

Jampunyakul, K., & Prajaknate, P. (2021). Consumer’s Purchasing Decision through e-WOM and Influencer’s Perceived Credibility. Siam Communication Review, 20(2), 166–184.

Keller, K.L. (2008). Strategic Brand Management: Building, Measuring, and Managing Equity (3rd ed.). Prentice-Hall.

Kurnianto, M., & Dhewi, T. S. (2022). Social Media Marketing on Brand Equity of L’sima Tourism, Intermediating Role: Electronic Word of Mouth. Journal of Business and Management Review, 3(1), 31-44. DOI:10.47153/jbmr31.2712022

Mahasamuth, R. (2016). The Effects of Communication Strategies of Online Influencers Toward the Attitudes Of Followers.

Marcomini, S. (2021). Skincare Sales Set to Reach USD 181 Billion by 2025 As Consumers are on a Quest for ‘Skinimalism’.

Martinez, L. F., & Jaeger, D. S. (2016). Ethical Decision Making in Counterfeit Purchase Situations: The Influence of Moral Awareness and Moral Emotions on Moral Judgment and Purchase Intentions. Journal of Consumer Marketing, 33(3), 213-223.

Naksri, A., & Sakulkijkarn, W. (2023). Electronics Word-of-Mouth, Social Media Influencers, and Attitudes Toward Social Media Influencers Influencing Purchasing Decision and Brand Equity on Thai Facial Skincare of Generation Y Consumers in Bangkok[Doctoral dissertation, Srinakharinwirot University].

National Statistical Office of Thailand. (2022). Number of Households Connected to the Internet, Classified by Region, Province, and Administrative District, Quarterly, 2021-2022.

Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The Impacts of Social Media Influencer’s Credibility Attributes on Gen Z Purchase Intention with Brand Image as Mediation: Study on Consumers of Korea Cosmetic Product. International Journal of Research in Business and Social Science (2147-4478), 11(5), 18-32.

Nurhandayani, A., Syarief, R., & Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. JAM: Jurnal Aplikasi Manajemen, 17(4), 650-661.

Nunnally, J. C. (1978). Psychometric theory (2nd ed). McGrow Hill.

Ohanian, R. (1991). The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase. Journal of Advertising Research, 31(1), 46–54.

Parachai, N. (2015). The Influence of Electronic Word-of-Mouth (eWOM) Marketing and 3i Model of Brand Development on the Decision to Buy Motorcycles of People in Bangkok.

Saraswati, A. R., & Giantari, I. G. A. K. (2022). Brand image mediation of product quality and electronic word of mouth on purchase decision. International Research Journal of Management, IT and Social Sciences, 9(1), 97-109.

Shimp, T. A. (2003). Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications (6th ed). Thompson.

Tarnittanakorn, N., & Saipimpang, P. (2013). Beauty Blogger: An Online Beauty Influencer. Suthiparithat Journal, 27(81), 109-124.

Thao, N. (2021). The Impact of Social Media on Consumer Purchasing Decision Process. VAASAN AMMATTIKORKEAKOULU, University of Applied Sciences.

Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing. Vision, 22(2), 241-242.

Udomsilpa, S. (2014). Marketing Communications Strategies Through Online Influencers in Restaurant Business[Master’s thesis, Chulalongkorn University].

Vien, C. V., Yun, C. T., & Fai, P. L. (2017). The Effect of Celebrity Endorsement on Brand Attitude and Purchase Intention. Journal of Global Business and Social Entrepreneurship (GBSE), 1(4), 141-150.

Yangkluna, S., Ketkaew, T., Wongwandee, S., Phacharoen, S., & Dansiri, W. (2022). Factors of Micro Influencers Affecting Purchase Decision of Millennial Consumers via Electronic Word-of-Mouth (e-WOM). UBRU International Journal Ubon Ratchathani Rajabhat University, 2(1), 15-24.