A STUDY OF THE DIFFERENCE BETWEEN THE EFFECT OF MICRO INFLUENCER AND MACRO INFLUENCER ON COSMETIC PRODUCTS IN BANGKOK. Therefore, the purpose of this research is to understand the difference between micro-influencer and macro-influencer that has an effect on the intention to purchase the cosmetic.
INTRODUCTION
- Introduction
- Research Questions
- Objectives of this study
- Benefits of this study
However, it may not be useful in the near future because the "engagement trend" is becoming more popular. To identify the relationship between micro-influencers and macro-influencers that influence the intention to purchase cosmetic products.
LITERATURE REVIEW
Literature Review
- Intention to Purchase
- Attitude toward the Brand
- Self-Image
- Consumer Value
- Brand Reputation
- Social Media influencers (online marketing)
- Integrated Marketing Communication (focus on offline marketing)
In this context, the intention to buy can be shaped by adding value to the goods and services and creating the brand image in order to gain people's attention. First, Mitchell and Olson (1981) had a standard agreement that brand attitude can be assessed by the individual from subjective and human nature.
Hypothesis
Conceptual Model
METHODOLOGY
- Research Design
- Sample Selection
- Data Collection
- Data Analysis
Each respondent answered the questionnaire only once, making the study a single-cross-sectional study because there is only a sample of respondents and information is obtained from this sample only once. It is convenient for respondents to access the questionnaire through an online platform because it is more flexible than a door-to-door or interpersonal interview and more cost-effective. This session has been divided into seven parts; there is Intention to Purchase, Attitude to the Brand, Self-image, Customer Value, Brand Reputation, Social Media Influencer and IMC.
In this session there are 41 questions to determine the level of satisfaction of each factor. In this part the questionnaire contains four questions; there is gender, age, education level and income level. Firstly, in this study, T-test was used to find the difference in the population to determine the mean between two groups, namely men and women.
Secondly, ANOVA was used in this study to find the variance and the relationship between the correlation for each variable. Then, in this study, the regression model was used to determine whether the relationship between the independent variables is related to the dependent variables.
RESEARCH FINDING AND ANALYSIS
Demographic Analysis
Since the data was collected from people who work and live in Bangkok, most of the people surveyed are between the ages of 23 and 55. There is less than a high school diploma, high school diploma or equivalent, bachelor's and master's degree, and more. According to all respondents, the largest number of respondents with a diploma is 61.4% or 285 persons.
This is followed by a person with a master's degree or more, namely 27.4% or 127 respondents. The smallest group is represented by persons with less than secondary school, namely 3.2% or 15 persons. Most of the respondents graduated with a bachelor's degree, which is more than half of all respondents.
The aggregated data of this survey divided the monthly income of the respondents into four groups. The majority income group receives their salaries between baht which are in line with the above age ranges, education levels and the target sample population which are working people in Bangkok.
Descriptive Analysis
These above data show means and standard deviation of each point that the respondents are asked to give the score. The average mean of intention to buy from all states is 4.13 and the average standard deviation is 0.609. Therefore, it can be summarized that the average mean attitude towards the brand is 4.15 and the average standard deviation is 0.625.
This table gives the data of mean and standard deviation of each statement that the respondents provided by the point of view of self-esteem that each respondent is concerned about themselves. The customer value is ranked and shows the average of each statement in the above table. The customer's point of view about the brand reputation was analyzed in the table above to show the mean and standard deviation of each statement.
T-Test Analysis
ANOVA Analysis
First, there is a significant difference in the average attitude toward the brand when making a decision to purchase the product between each education level group (0.001). Finally, there is a significant difference in the ease of intention to purchase the product between each level of education (0.002). According to the table, there are significant differences in the attitude towards the brand to create the intention to purchase the cosmetic product between the education level of master's degree and lower than high school group (0.010), as well as between master's degree and high school . group (0.030).
Further, there are significant differences in the focus of self-image to create the intention to purchase the cosmetic product between the educational level of Bachelor's degree and less than high school (0.025) and high school (0.025). Furthermore, there are significant differences between a master's degree and less than high school (0.009) and high school (0.005). In terms of brand reputation, there are significant differences in brand reputation that can influence the purchase decision between less than a high school diploma and bachelor's degree (0.010) and master's degree (0.001).
The next factor is micro-influencer through social networks, there is a significant difference in the influencer rating between the group of masters and higher degrees and high school (0.029). There are significant differences in product achievement benefits between the group with less than high school and bachelor's degree (0.044) as well as between less than high school and master's degree and above (0.017).
Regression
First, there is a significant relationship between intention to buy and attitude towards the brand is 0.000, which is less than 0.05. Thus, the hypothesis (H1); attitude towards the brand has a positive impact on the intention to buy is assumed. Thus, the hypothesis (H2); self-esteem has a positive impact on the intention to buy, is assumed.
Therefore, hypothesis (H3); consumer value has a positive influence on the intention to buy, it is accepted. Therefore, hypothesis (H4); brand equity has a positive influence on intention to purchase, it is acknowledged. Furthermore, there is no significant relationship between intention to purchase and integrated marketing communication or macro-influencers.
Therefore, the hypothesis (H6); the integrated marketing communication has a positive influence on the purchase intention, is rejected. In addition, there is also a correlation between integrated marketing communication from macro-influencers and intention to purchase.
Reliability
However, the relationship between social media influencer and micro-influencer is stronger than integrated marketing communication. According to the table above, Cronbach's Alpha from each variable is higher than 0.7, which means that all variables are acceptable.
DISCUSSION AND CONCLUSION
Discussion
Finally, the results of this research show that there is no relationship between advertising with integrated marketing communication of the entire macro-influencer and purchase intention. However, it contradicts the existing research of Patal and Chugan (2015); they mentioned that advertisement plays an important role in motivating the consumer to purchase. In addition, there is another statement by Lavidge and Steiner (1961) which states that the advertiser is able to create awareness in the buyer which can lead to purchases.
Conclusion
However, if only focusing on the relationship between micro-influencer through blogger and vlogger, macro-influencer through integrated marketing communication or offline marketing and intention to buy, the result of the data analysis explains that the relationship between macro-influencer through the integrated marketing communication and intention to buy is stronger than the relationship between the micro-influencer throughout blogger and vlogger and intention to buy. Therefore, this research can conclude that the effect of macro influencer is more significant than micro influencer. Even though the micro-influencer is an alternative that can reach the target customers directly, the impact on customers is lower than the macro-influencer.
RECOMMENDATIONS
Recommendations
Therefore, a brand is able to make an advertisement or any campaign to attract the target market through a great image or concept of good looks. The brand will not only get engagement from competitors, but the brand will gain engagement from many people who view these roles. If a brand chooses a likable micro-influencer to promote their brand, it would be a good opportunity to clearly showcase the product.
The brand is able to create engaging content across various digital channels, such as creating makeup tutorials on the YouTube channel, which is able to generate more engagement from the audience. The micro-influencer that the brand will choose should be the person who is famous among the target customers who are able to attract attention from the selected target groups. Additionally, the brand is able to create informative content such as makeup and skin care tutorials or any related articles on social media channels that are easy to reach.
A micro-influencer or brand ambassador should be someone who knows how to represent the brand's image or identity. These selected people should guide people to understand the meaning and position of the brand.
Giner-Sorola, Roger (1999), "Affect in Attitude: Immediate and Deliberative Perspectives", in Dual-Process Theories in Social Psychology, Shelley Chaiken and Yaacov Trope, eds., The Guilford Press: New York, 441-61. Self-concept and school achievement: Interaction dynamics and a component assessment tool of self-concept. The impact of price fairness on customer satisfaction: an empirical test in the context of automobile purchases.
Olson (1981), “Are Product Beliefs the Sole Mediator of Advertising Effects on Brand Attitude?” Journal of Marketing Research, 18 (August), 318-32. Integrated Communication and Measurement: The Case for Multiple Measures in Integrated Communication: Synergy of Persuasive Voices, New Jersey, USA: Lawrence Erlbaum Associates. Measuring attitudes toward the brand and purchase intentions, Journal of Current Issues & Research in Advertising.
Understanding purchase intention towards remanufactured product in closed-loop supply chains: an empirical study in China.
APPENDIX
- Introduction
- Screening Question 1. Do you live in Bangkok?
- Intention to Purchase
- Attitude toward the brand
- Self-image
- Strongly disagree
- Social Media Influencer (Online marketing)
- IMC (Offline marketing)
- Personal Information 1. Gender
If the store increases more channels like the online store, I would like to buy more often. I feel good after using quality cosmetic products that will benefit my skin.
