The Influence of Male Celebrity Endorsers on Consumer Perceptions and Purchase Intentions of Cosmetic and Beauty Products in Thailand
Article Sidebar
Main Article Content
Abstract
This research addresses the challenges faced by businesses in utilizing male celebrities to endorse cosmetics and beauty products in Thailand, a market traditionally dominated by female-oriented imagery. The primary objectives of the study are threefold: 1) to examine the influence of male endorsers’ attractiveness on consumer purchasing decisions, 2) to investigate the effects of integrated marketing communication factors, including advertising, public relations, sales promotion, direct marketing, and event marketing, on consumer behavior, and 3) to explore the impact of consumer acceptance of gender-neutral beauty on purchasing decisions.
The quantitative research approach was employed, using purposive sampling to select 400 Thai consumers who had previously been exposed to cosmetic and beauty product advertisements featuring male celebrities. Data were collected through an online structured questionnaire utilizing a 5-point Likert scale. For data analysis, descriptive statistics (including frequency, mean, standard deviation, and percentage) and inferential statistics (such as Pearson’s correlation coefficient and multiple regression analysis) were applied according to the methodology.
The results reveal that attractiveness, sales promotion, direct marketing, event marketing, and the acceptance of gender-neutral beauty have significant positive effects on consumer purchasing decisions. In contrast, advertising and public relations do not exhibit statistically significant impacts. These findings offer practical insights for businesses aiming to develop more effective marketing strategies by leveraging male celebrity endorsements to meet the evolving expectations of modern consumers.
Article Details
References
Belch, G., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective. The McGraw−Hill.
Belch, G., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective. McGraw-Hill.
Blumer, H. (1969). Symbolic Interactionism: Perspective and Method. Englewood Cliffs, NJ: Prentice-Hall.
Bourdieu, P. (1984). Distinction: A Social Critique of the Judgment of Taste. Harvard University Press.
Brown, T., & Knight, C. (2019). Gender Bias Reduction in Modern Society. Retrieved from https://dl.acm.org/doi/fullHtml/10.1145/3582269.3615599
Buss, D. M. (1989). Evolutionary psychology: A new paradigm for psychological science. American Psychologist.
Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: Planning, optimizing and integrating online marketing.
Chulalongkorn University. (2023). PSY Talk, Faculty of Psychology. Beauty Privileges.
Cutlip, S., Center, A. and Broom, G. (2000). Effective Public Relations. New Jersey: Prentice Hall.
De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2018). Marketing communications: A European perspective. (6th ed.). Pearson Education.
Dube, L., Henson, R., & Harris, K. (2010). Direct Marketing and CRM: The Impact on Consumer Behavior. Journal of Business Research, 63(6), 573-581.
Duralia, O. (2018). Peculiarities of the healthcare services consumer behavior in Romania. Revista Economică, 70(4).
Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191-198.
ETZEL, M. J., Bruce, W. J., & Willian, S. J. (2001). Marketing. São. Paulo: makrou book.
Fischer, E., & Arnold, S. J. (2021). Gender identity in consumer behavior research: A literature review and research agenda. Journal of Consumer Research, 47(5), 898-915.
Fortune Business Insights. 2023 (n.d.). U.S. cosmetics market size, share & COVID-19 impact analysis. Retrieved from https://www.fortunebusinessinsights.com/u-s-cosmetics-market-108012
Gardener, E., & Trivedi, M. (1998). A communication framework to evaluate sales promotion strategies. Journal of Advertising Research, 38(3), 67-71.
Goffman, E. (2023). The presentation of self in everyday life. In Social theory re-wired (pp. 450-459). Routledge.
Grunig, J. E. (1992). The development of public relations research in the United States and its status in communication science. Ist Public Relations eine Wissenschaft? Eine Einführung, 103-132.
Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart, and Winston.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. Retrieved from https://psycnet.apa.org/record/1953-15071-000
Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21-37.
Kittinan Thammasat. (2024, October 25). Rainbow Sky Association of Thailand: A bridge connecting LGBTQ+ with Thai society, working for equality for 20 years. The Cloud. Retrieved from https://readthecloud.co/rainbow-sky-association-of-thailand/
Kotler, P., & Keller, K. L. (2012). Marketing management. (14th ed). Pearson Education.
______. (2016). Marketing management. (15th ed.). Pearson Education.
Kriangkrai Kanchanaphokin. (2012). Activity marketing: Creating customer experience and engagement. HRS Publishing.
Ledingham, J. A., & Bruning, S. D. (1998). Relationship management in public relations: Dimensions of an organization-public relationship. Public Relations Review, 24(1).
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
McCroskey, J. C., & McCain, T. A. (1974). The measurement of interpersonal attraction.
Mehrabian, A. (1971). Silent messages: Implicit communication of emotions and attitudes. Wadsworth.
Nitikarn Athithanaichaiyaphat, Supaporn Jaikarun, & Phaothai Wonglao. (2016). Factors affecting facial skincare product purchasing behavior of undergraduate students in Ubon Ratchathani Province. Journal of Public Health, 1 (2), 30-31
Nosrati, M., Karimi, R., Mohammadi, M., & Malekian, K. (2013). Internet marketing or modern advertising. lnternational Journal of Economy, Management and Social Sciences, 2(3), 56-63.
Peppers, D., & Rogers, M. (2016). Managing customer experience and relationships: A strategic framework. John Wiley & Sons.
Schultz, D. E. (1992). Integrated marketing communications. Journal of Promotion Management, 1(1), 99-104.
Schultz, D. E. (1993). The new marketing paradig m: Integrated marketing communications.
Seree Wongmontha. (2004). Comprehensive marketing communication. Bangkok: Dhammasarn Publishing. Retrieved from https://so03.tcithaijo.org/index.php/JLGISRRU/article/view/267891/179141
Shimp, T. A. (2010). Advertising, Promotion, & Other Aspects of Integrated Marketing Communications. (8th ed.). Cengage Learning.
Simon, H. A. (1955). A behavioral model of rational choice. The Quarterly Journal of Economics, 99-118.
Siriwan Serirat. (1997). Modern marketing management. Bangkok: Dhammasarn Publishing. Retrieved from https://www.botlc.or.th/item/book/01000031272
Suchart Traiphopasakul. (2021). Marketing principles for entrepreneurs. Bangkok: Chulalongkorn University Press.
Sujanya Namthongkham. (2017). Factors Influencing Consumer Decision-Making Behavior in Online Media. Journal of Public Relations and Advertising, 10(2), 121-135.
Turcu, O., & Brancu, C. (2024). The Economic and Socio-Cultural Impact of the Beauty Industry in the European Union. In Proceedings of the International Conference on Business Excellence, 18(1), pp. 3737-3748.
UNICEF. (2023). Data companion and scorecard to the UNICEF Gender Action Plan: Selected indicators from the UNICEF Strategic Plan, 2022–2025.
Wood, W., & Eagly, A. H. (2012). Gender Identity and Expression.
World Bank. (2020). Economic inclusion of LGBTI groups in Thailand: Report (Thai version). Bangkok, Thailand: World Bank Group
