The Influence of Influencer-Brand Congruence on TikTok Platform on Consumer Attitudes in the Cosmetics Industry
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Abstract
This research aims to examine the direct and indirect influence of influencer-brand congruence on consumer attitudes toward both influencers and brands. The study employed a quantitative research methodology, collecting data through online questionnaires from a sample of 304 cosmetic product consumers in Thailand who followed influencers on the TikTok platform. The samples were selected using a purposive sampling technique. Data analysis was conducted using partial least squares structural equation Modeling (PLS-SEM). The findings revealed that influencer-brand congruence has a direct positive effect on consumer attitudes toward influencers (β = 0.550) and attitudes toward brands (β = 0.613). Additionally, consumer attitudes toward influencers exhibited a direct positive effect on attitudes toward brands (β = 0.303). Furthermore, influencer-brand congruence demonstrated an indirect effect on attitudes toward brands through consumer attitudes toward influencers (β = 0.167). This research contributes to the existing body of knowledge on digital marketing strategies through influencers and provides practical guidelines for marketers to develop marketing communication strategies aligned with target audience preferences.
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