The Effects of Celebrity Endorsement in Advertising and Apparel Purchase Decision via Instagram among People living in Bangkok

Abstract

The objectives of the study were 1) to study the effects of users’ Instagram usage behaviour and celebrity endorsement in advertising on Instagram among people living in Bangkok and 2) to examine the influences of celebrity endorsement in advertising on Instagram and apparel purchase decision via Instagram among people living in Bangkok.  The samples were 400 people who were living in Bangkok and had ever made online purchase via Instagram. The non-probability sampling through convenience was employed. They were aged between 18 and 60 and had ever purchased apparel on Instagram. T-Test, One-Way Anova, and Pearson Correlation were utilised for data analysis. The study revealed that the majority of the respondents were females (N=289), aged between 26 and 33 years of age (N=151), obtained bachelor’s degree or equivalent (N=236), single (N=273), received 10,001-20,000 Baht per month (N=119), and worked as employees of a private company (N=170).  Statistically, differences in gender, age, educational background, marital status, monthly income, and occupation provided differences in apparel purchase decision via Instagram at a statistical significance level of 0.05.  Likewise, celebrity endorsement in advertising influenced on buying apparel online at a statistical significance level of 0.05. Specifically, attractiveness of celebrity endorsement was the most influential impact on purchase decision.  It was followed by respect, trustworthiness, similarity, and expertise, respectively.  Also, these two variables had a very positive level of correlation.  The contribution of this study is to be used as a strategic platform for using celebrity endorsement as a key influencer for selling a product.