The Influence of Beauty Queens in Marketing Communication on the Online Purchase Behavior of Consumers in Thailand
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Abstract
This research examines the influence of beauty queens in marketing communication on online purchasing behavior of consumers in Thailand. Data was collected from a sample of 404 individuals who have purchased products or participated in activities influenced by beauty queens on online platforms. The data was gathered through a structured questionnaire, using convenience sampling combined with survey sampling, and analyzed using descriptive and inferential statistics, such as Pearson’s correlation coefficient and multiple regression analysis. The findings reveal that below-the-line communication has the most significant impact on online purchasing behavior (β = 0.356, p < 0.001), followed by expertise (β = 0.200, p < 0.001), above-the-line communication (β = 0.164, p < 0.002), attractiveness (β = 0.154, p < 0.001), and similarity to the target group (β = 0.091, p < 0.009), all of which have a positive effect, but with varying levels of significance. Trustworthiness (β = -0.086, p < 0.001) has a negative effect, while respect (β = -0.018, p = 0.651) does not have a significant impact, as consumers do not prioritize it in this context.The study’s findings highlight the role of beauty queens as influencers who can effectively stimulate online purchasing behavior, providing valuable insights for the development of marketing strategies that align with business goals.
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