The effect of celeberties' eWoM on purchase intention of make up product.

Abstract

To compete in the world of cosmetics, companies need to arm themselves with various marketing tools in order to lure new customers to try their products and communicate directly to end users for their feedback. Due to this point, utilizing celebrities as their representatives to provide reviews or „e-word of mouth‟ (WOM) on many social websites has become one of the most popular tools which marketers have adopted recently. Many researches have shown that WOM is very effective and more trustworthy than commercial ads. For this research, makeup products in the Thai market was selected as the case study to see the effects of celebrities‟ endorsements and reviews or comments on social media sites on the purchase intention of consumers. A questionnaire was selected as the research methodology to collect information, and Statistical Package for the Social Sciences Statistics (SPSS) was adopted to analyze the data. The findings show that both celebrities and their images are positively related to purchase intention. On the other hand, the number of followers and the sites where they leave comments do not have any effect. KEY WORDS: CELEBERTY/eWOM/COSMETIC/SOCIAL MEDIA