Social Capital and Brand Personality Impacting Online Shopping Intentions Through Social Commerce Platforms of LGBTQ+ Consumer

Main Article Content

Areerat Pansuppawatt

Abstract

This research aims to study the positive interaction of social capital on the relationship between brand personality and purchase intention, and to investigate the mediation effect of social capital relationship between brand personality and the intention of purchase. The questionnaire was used as a tool to collect data from 424 samples in LGBTQ+ groups. The results showed the positive impact of brand personality and social capital on LGBTQ+ consumers’ purchase intentions in social commerce. Meanwhile, social capital has a full mediation on the relationship between brand personality and purchase intention. Therefore, the results of this research are part of creating value for LGBTQ+ images in Thailand which is a significant issue that should be supported. Moreover, this research might be used as information to study the consumer’s behavior according to their gender identity, and also used as a guideline for marketing research that may create new norms to support the creation of new values and alternatives for gender identity in the future.

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How to Cite
Pansuppawatt, A. (2022). Social Capital and Brand Personality Impacting Online Shopping Intentions Through Social Commerce Platforms of LGBTQ+ Consumer. Kasetsart Applied Business Journal, 16(24), 93–110. Retrieved from https://so04.tci-thaijo.org/index.php/KAB/article/view/255455
Section
Articles
Author Biography

Areerat Pansuppawatt, Mahasarakham Business School. Mahasarakham University.

2011-Present : Lecturer in Marketing Department at Mahasakham Business School, Mahasakham University

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