Influencers Affecting Consumers’ Purchase Intentions through VDO Advertising on TikTok Online Social Media in Chonburi Province

Abstract

Nowadays, variety of news accessibility among consumers is not the same, causing changes in consumers’ behaviors until marketers have to develop a particular style of communication, a form of online video advertising to be more attractive to consumers. The objectives of the study on influencers affecting consumers’ purchase intentions of Video (VDO) advertising through TikTok online social media in Chonburi province were attempted to: 1) investigate whether VDO advertising on TikTok online social media affected consumers’ intention to purchase or not; and 2) investigate which influencers had the greatest effect on consumers’ purchase intentions from watching VDO ads on TikTok social media in Chonburi province.  The sample group consisted of 400 people aged between 17-35 years old with TikTok application accounts in Chonburi province.  The research instrument was a questionnaire about consumers who had TikTok application accounts. The statistics used in data analysis were test values, data distribution, mean, and standard deviation. The findings revealed that the Macro influencers, namely the VDO advertising through TikTok online social media which had a big number of followers affected consumers’ purchase intention most when the consumers had engaged or participated in the advertising content presented in the TikTok online social media with statistical significant at α 0.05