Celebrity Endorsement on Instagram Affecting the Perceived Facial Cosmetic Brand Equity of Consumers in Bangkok Metropolis

Abstract

        In this quantitative research investigation, the researcher compares 1) the perceived facial cosmetic brand equity of consumers in Bangkok Metropolis classified by demographic characteristics; compares 2) celebrity endorsement on Instagram affecting perceived facial cosmetic brand equity of the consumers under study. The sample population consisted of 385 male and female Millennial consumers aged 23-38 years and residing in Bangkok Metropolis who followed at least three celebrities on Instagram. Findings showed that the highest proportion of respondents were females aged 23-26 years. They were single, with a bachelor’s degree and an occupation as private company employees on an average monthly income of 15,001-25,000 baht. Hypothesis test No.1 found that differences in gender exhibited differences in perceived facial cosmetic brand equity in the aspects of brand association and brand loyalty. Differences in marital status exhibited differences in perceived facial cosmetic brand equity in the aspect of brand awareness. Differences in average monthly income exhibited differences in perceived facial cosmetic brand equity in the aspect of other proprietary brand assets. Hypothesis No. 2 found that the reliability of the celebrities who endorsed on Instagram in the aspects of similarity, trustworthiness, and expertise affected the perceived facial cosmetic brand equity of consumers in Bangkok Metropolis at the statistically significant level at .05.