THE EFFECTIVENESS OF MALE INFLUENCERS ON CONSUMER BEHAVIOR IN THE IN2IT DRAW THE LINE THE SERIES CAMPAIGN OF IN2IT BRAND'S
Keywords:
Male Influencer, Platform, Live StreamingAbstract
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
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