Strategic Management of Digital Customer Signals and Brand Image for Social-Commerce Cosmetics: Evidence from Bangkok Consumers

Vinattha Sakvorakulchai; Porngarm Virutamasen

Authors

Vinattha Sakvorakulchai Department of Creative Entrepreneurship, College of Creative Industry, Srinakharinwirot University
Porngarm Virutamasen Department of Creative Entrepreneurship, College of Creative Industry, Srinakharinwirot University

Keywords:

social commerce, cosmetics, digital customer signals, brand image, online purchase intention, mediation, Bangkok

Abstract

In social commerce, cosmetics firms compete less for physical shelf space and more for attention, credibility, and speed of market learning. This study examines the direct and indirect effects of Digital Customer Signals (DCS) on online purchase intention for cosmetics, with brand image as a mediator. Using a quantitative cross-sectional survey of Bangkok consumers (n = 400) and regression-based mediation analysis, the study tests whether DCS predicts brand image and online purchase intention. The final model shows that DCS significantly predicts brand image (beta = 0.551, p < 0.001), while both DCS (beta = 0.223, p < 0.001) and brand image (beta = 0.537, p < 0.001) significantly predict purchase intention; the indirect effect through brand image is 0.296 and the total effect is 0.519, indicating partial mediation. The findings suggest that cosmetics managers should govern peer-generated reviews, ratings, and user-generated content as a strategic signal environment through measurement discipline, authenticity controls, and timely response routines in order to stabilize brand image and convert attention into intention.

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