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    THE MODEL OF SUCCESS FACTORS AFFECTING CONSUMER PURCHASE INTENTION BY VIDEO ADVERTISING VIA ONLINE INFLUENCERS 

    Maythaya Preeyanon; เมทยา ปรียานนท์; Patchanee Cheyjunya; พัชนี เชยจรรยา; Patchanee Cheyjunya; พัชนี เชยจรรยา (National Institute of Development Administration, 7/1/2022)

    The study was mixed-method research of both qualitative and quantitative, aimed 1) to study the development of advertising using an online influencer from the past to the present, and 2) to test a structural equation model of success factors affecting consumers’ purchase intention by video advertising via online influencers. The research was conducted into two parts. Part 1: Qualitative research was conducted by descriptive research methodology, which was documentary research of information or articles on websites within 10 years from 2011 – at ...