MANG6330 Project: YouTube Influencer Marketing in Bangkok

This research proposal investigates the impact of YouTube influencers on the purchase intentions of consumers in Bangkok regarding cosmetic products. It explores the rise of online marketing and the significance of social media platforms, particularly YouTube, in shaping consumer behavior. The study aims to identify how influencer marketing influences purchasing decisions by examining factors such as information, entertainment, and potential irritants associated with influencer content. The research employs a quantitative method using survey questionnaires to gather customer insights, focusing on the influence of YouTube influencers on product awareness and purchase intentions, especially among Gen Z and Millennial consumers. The literature review covers topics like consumer purchase intentions, YouTube influencer marketing, the impact of influencers on customers, and the effectiveness of influencer marketing compared to traditional advertising. The research objectives include reviewing the literature, determining factors that change consumer attitudes, and assessing the effectiveness of YouTube influencers in Bangkok. The project also highlights the contribution of the research by covering gaps in previous studies and providing strategic information for companies and investors looking to enhance sales through influencer marketing.