Analysis of the influencer marketing on Thai consumers' purchase decision on cross border e-commerce platforms of application shein

Abstract

This research aims to analyze the influence of influencer marketing on the purchase decisions of Thai consumers on the cross-border e-commerce platform of the Shein. The variables studied include expertise, similarity to the target group, respect, attractiveness, and trust. A quantitative research methodology was employed using a survey technique with a sample of 400 male and female consumers aged 18-35 and above through an online questionnaire to collect data for descriptive statistical analysis and Pearson correlation coefficient analysis. The research findings revealed that all factors of influencer marketing, including expertise, similarity to the target group, respect, attractiveness, and trust, significantly influenced the purchase decisions of Thai consumers on the Shein platform, with mean values at a high level of statistical significance at the 0.05 level. The findings from this research can benefit cross-border e-commerce companies seeking to enter the Thai marketing landscape by understanding the factors related to Thai consumer behavior and recognizing influencer marketing strategies on the Shein platform. Additionally, it can assist cross-border e-commerce companies in implementing influencer marketing strategies to establish marketing channels in Thailand.