เปรียบเทียบประสิทธิผลของอินฟลูเอนเซอร์ชายต่อพฤติกรรมผู้บริโภคในแคมเปญ IN2IT Draw The Line The Series ของแบรนด์ IN2IT

Sherrilyn Kirdwitee; Patama Satawedin

Authors

Sherrilyn Kirdwitee Bangkok University
Patama Satawedin Bangkok University

Keywords:

Male Influencer, Platform, Live Streaming

Abstract

The objectives of this research article are: 1. To study and compare the effectiveness of male influencers. that affect consumer behavior in the IN2IT Draw the Line the Series campaign and 2. Study and compare the effectiveness of the platforms different that affects consumer behavior related to likes, shares, comments, and sales in the IN2IT Draw The Line The Series campaign By collecting information from channels used in live streaming, including the first time, Lazada.

(Mr. Cooper_patpasit and Ms. Pop.py) 2nd time (Mr. Mixxiw) and 3rd time Lazada (Mr. Omepanpaparn) The experiment began on August 3, 2021 and ended on November 11, 2021 for a period of 4 months.

The research results found that Male influencers are indeed effective in campaigns, but their effectiveness varies based on the number of followers the male influencer has. And the male influencer has the highest number of followers. As a result, a large number of followers or fans are interested in this campaign and are ready to buy products from brands that have male influencers come to promote them. lf the research results found that Male influencers are indeed effective in campaigns, but their effectiveness varies based on the number of followers the male influencer has. And the male influencer has the highest number of followers. As a result, many followers or fans are interested in this campaign and are ready to buy products from brands that have male influencers come to promote them. lf

References

Chen, S. X., & Kanai, A. (2022). Authenticity, uniqueness and talent: Gay male beauty influencers in post-queer, postfeminist Instagram beauty culture. European Journal of Cultural Studies, 25(1), 97–116.

Ensure Communication Agency. (2022). Influencer is an important variable that will help your products sell well in the 2021 era. Retrieved May 31, 2022, from https://shorturl.asia/Y2LDQ

Leesa, N. S. (2020). 2020 online trade set to hit B220bn. Retrieved May 31, 2023, from https://www. bangkokpost.com/business/1921656/2020-online-trade-setto-hit-b220bn

Marketeeronline. (2022). Consumer behavior in the COVID era Two years and a changed way of life Causing marketing to change (Analysis). Retrieved May 31, 2022, from https://marketeeronline.co/archives/235119

Marketing Oops. (2017). Revealing the behavior of "girls" who are real spenders Marketers must know!. Retrieved May 31, 2022, from https://shorturl.asia/WeK6A

MGR Online. (2020). In-depth look at "Y-girls" who pay for "Y-Series" that are true. Retrieved May 25, 2022, from https://shorturl.asia/xO9u6

Morph. (2020). Including great features of Facebook live and 5 techniques for live broadcasting to be popular and have a lot of viewers. Retrieved December 18, 2021, from https://shorturl.asia/B7lai

Thairath. (2022). Chat with 'Innes Caldeira' L'Oréal Thailand on a day when makeup is not a woman's daily routine. Retrieved May 25, 2022, from https://www.thairath.co.th/lifestyle/woman/beauty/2112367

Thiel, M. (2018). Introducing queer theory in international relations. Retrieved May 31, 2023, from https://www.e-ir.info/2018/01/07/queer-theory-in-international-relations/

Tmbameastspring. (2023). Looking at business trends: "Next normal", a new normal that will happen after Covid-19. Retrieved May 31, 2023, from https://shorturl.asia/oYKp7