A study of the difference between the effect of micro-influencer and macro-influencer on cosmetic product in Bangkok.

Abstract

Currently, the cosmetic product has been growing continually and each brand has launched many different strategies to attract their target customers. Then, micro-influencer and macro-influencer are the people that every brand is concerning. Therefore, the purpose of this research is to understand the difference between micro-influencer and macro-influencer that effect on the intention to purchase the cosmetic. The result of this research can be a useful guideline for cosmetic brands for launching any marketing campaign to gain attention from their target customers. This research paper conducted the data from 464 respondents who live in Bangkok, age 18-60 years old and purchase cosmetic product by themselves. The result of this research shows that cosmetic consumers make decisions based on many factors not only influencers. However, the brand should concern about the consumer attitude toward its brand, the value that consumers give to the brand, its reputation and image are also significant.