How social network influencer influences on buying process of skincare VIA online platform in Thailand.

Abstract

Nowadays, social media platforms are becoming popular and used by everyone all over the world. Influencers on social media platform can influence people more in every market. Thai people have more level of interesting in beauty industry especially in skincare market. This research aims to study how social network influencers influence customers to buy skincare via online platforms by focusing on buying process. This research collected 30 participants who have been influenced by the social media influencers. All of the interviewees have experienced making decision to buy skincare by the influencers. This research show the result via buying process model that in the process of searching for information is most influence to customers, following by the need recognition of the interviewees.