The effective digital marketing channel on consumer purchase intention of beauty products in Thailand.

Abstract

The primary objective of this research was to identify the effective digital marketing channel on consumer purchase intention of beauty products in Thailand. In addition, this research using the information from previous studies as a scope for designing questionnaires and study. Part of the data collection was collected by using online platform for convenience purpose and another method was opportunity sampling, which conducted by creating QR code that linked to the questionnaire website, the researcher then would randomly ask people within department store and coffee shops to fill out the questionnaire. Thus, the data from 200 respondents were collected. The finding of this research revealed that that Blog, Virtual Community, Facebook, Instagram, In-stream Ads and Line all have impact on purchase intention. Furthermore, the result indicates that In-Stream ads has the most significant impact on the consumer purchase intention on beauty products.