Browsing คณะนิเทศศาสตร์และนวัตกรรมการจัดการ by Author "Maythaya Preeyanon"
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The model of success factors affecting consumer purchase intention by video advertising via online influencers Maythaya Preeyanon; Patchanee Cheyjunya (National Institute of Development Administration, 2021)
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 ...