English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 116918/147948 (79%)
Visitors : 65140739      Online Users : 5996
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/157759


    Title: 從地位與價值同質性檢視奈米影響者行銷對購買意圖的影響:以泰國書籍產業為例
    Examining the Impact of Nano-Influencer Marketing on Purchase Intentions from the Perspectives of Status and Value Homophily: A Study of Thailand's Book Industry
    Authors: 金沛然
    Boonla, Sittikorn
    Contributors: 林芝璇
    Lin, Jhih-Syuan
    金沛然
    Sittikorn Boonla
    Keywords: 奈米影響者行銷
    購買意圖
    同質性
    信任感
    真實性
    地位消費
    文化產品
    書籍產業
    nano-influencer marketing
    purchase intentions
    homophily
    trustworthiness
    authenticity
    status consumption
    cultural products
    books industry
    Date: 2025
    Issue Date: 2025-07-01 14:44:59 (UTC+8)
    Abstract: 本研究旨在探討地位同質性與價值同質性在奈米影響者推薦書籍時,對消費者購買意圖的影響,並進一步檢視信賴感與真實性感知的中介角色,以及地位消費傾向於此關係中的調節作用。本研究以泰國書籍市場為背景,採用受試者間實驗設計,透過操弄同質性類型(地位同質性與價值同質性)與書籍類型(小說與非小說),驗證奈米影響者行銷之成效。兩種同質性在購買意圖、信賴感與真實性感知上皆無顯著差異。雖然信賴感在購買決策中具有顯著預測力,信賴感與真實性感知皆未中介同質性對購買意圖的影響。此外,地位消費傾向與真實性感知之間呈現邊際顯著的交互作用,但在信賴感上則未達顯著,顯示高地位消費傾向者對真實性感知的反應較為正向,與低地位消費傾向者有所不同。最後,本研究針對奈米影響者行銷於文化產品情境中的理論與實務意涵進行討論,並提出研究限制與未來研究方向。
    The current research examines how different types of homophily influence purchase intentions in nano-influencer book recommendations, investigating the mediating roles of trustworthiness and authenticity, and how these relationships are moderated by status consumption. Focusing on Thailand's book market, a between-subjects experimental study manipulating homophily type (status vs. value) and book genre (fiction vs. non-fiction) was conducted. The findings revealed no significant differences between the two types of homophily on purchase intentions, trustworthiness, and authenticity. While trustworthiness emerged as a significant predictor of purchase decisions, neither trustworthiness nor authenticity mediated the relationship between homophily and purchase intentions. Status consumption showed a marginally significant interaction with authenticity, but not with trustworthiness, suggesting that high status consumption consumers respond more positively to authenticity perceptions than low status consumption consumers. Theoretical and practical implications for nano-influencer marketing in cultural product contexts are discussed, along with limitations and future research directions.
    Reference: Abidin, C. (2015). Communicative intimacies: Influencers and perceived interconnectedness. Ada a Journal of Gender New Media and Technology, 8(8), 1–16. https://doi.org/10.7264/n3mw2ffg
    Andonopoulos, V., Lee, J., & Mathies, C. (2023). Authentic isn’t always best: When inauthentic social media influencers induce positive consumer purchase intention through inspiration. Journal of Retailing and Consumer Services, 75, 103521. https://doi.org/10.1016/j.jretconser.2023.103521
    Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
    Babbie, E. R. (2016). The Practice of Social Research (14th ed.). Cengage Learning.
    Bandura, A. (1986). Social Foundations of Thought and Action: A Social Cognitive Theory. Prentice-Hall.
    Beltramini, R. F., & Evans, K. R. (1985). Perceived believability of research results information in advertising. Journal of Advertising, 14(3), 18–31. https://doi.org/10.1080/00913367.1985.10672953
    Berne-Manero, C., & Marzo-Navarro, M. (2020). Exploring how influencer and relationship marketing serve corporate sustainability. Sustainability, 12(11), 4392. https://doi.org/10.3390/su12114392
    Beverland, M. B., & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36(5), 838–856. https://doi.org/10.1086/615047
    Bu, Y., Parkinson, J., & Thaichon, P. (2022). Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention. Journal of Retailing and Consumer Services, 66, 102904. https://doi.org/10.1016/j.jretconser.2021.102904
    Bucur, D. (2019). Gender homophily in online book networks. Information Sciences, 481, 229–243. https://doi.org/10.1016/j.ins.2019.01.003
    Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469–479. https://doi.org/10.1016/j.bushor.2020.03.003
    Carvalho, M. a. M. (2024). Influencing the follower behavior: the role of homophily and perceived usefulness, credibility and enjoyability of travel content. Journal of Hospitality and Tourism Insights, 7(2), 1091–1110. https://doi.org/10.1108/jhti-09-2023-0648
    Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
    Chapman, M., Filipenko, M., McTavish, M., & Shapiro, J. (2007). First graders’ preferences for narrative and/or information books and perceptions of other boys' and girl's book preferences. Canadian Journal of Education / Revue Canadienne De L Éducation, 30(2), 531. https://doi.org/10.2307/20466649
    Cohen, J. M. (1977). Sources of peer group homogeneity. Sociology of Education, 50(4), 227. https://doi.org/10.2307/2112497
    Dali, K. (2013). From book appeal to reading appeal: Redefining the concept of appeal in readers’ advisory. The Library Quarterly, 84(1), 22–48. https://doi.org/10.1086/674034
    De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
    Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
    Dubois, D., & Ordabayeva, N. (2015). Social hierarchy, social status, and status consumption. In Cambridge University Press (pp. 332–367). https://doi.org/10.1017/cbo9781107706552.013
    Dubois, D., Rucker, D. D., & Galinsky, A. D. (2012). Retracted: Super Size Me: Product size as a signal of status. Journal of Consumer Research, 38(6), 1047–1062. https://doi.org/10.1086/661890
    Eastman, J. K., & Eastman, K. L. (2015). Conceptualizing a model of status consumption theory: An exploration of the antecedents and consequences of the motivation to consume for status. Marketing Management Journal, 25(1), 1–15.
    Eastman, J. K., Goldsmith, R. E., & Flynn, L. R. (1999). Status consumption in consumer behavior: Scale development and validation. The Journal of Marketing Theory and Practice, 7(3), 41–52. https://doi.org/10.1080/10696679.1999.11501839
    Erkic, A. (2023). A Guide to Social Media Influencers: Mega, Macro, Micro, and Nano. Flock Social. https://flocksocial.com/blog/types-of-social-media-influencers
    Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram Influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885
    Faul, F., Erdfelder, E., Buchner, A., & Lang, A. (2009). Statistical power analyses using G*Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149–1160. https://doi.org/10.3758/brm.41.4.1149
    Festinger, L. (1957). A theory of cognitive dissonance. Stanford University Press.
    Fink, M., Koller, M., Gartner, J., Floh, A., & Harms, R. (2020). Effective entrepreneurial marketing on Facebook – A longitudinal study. Journal of Business Research, 113, 149–157. https://doi.org/10.1016/j.jbusres.2018.10.005
    Fitzmaurice, J., & Comegys, C. (2006). Materialism and social consumption. The Journal of Marketing Theory and Practice, 14(4), 287–299. https://doi.org/10.2753/mtp1069-6679140403
    Friedman, H. H., Termini, S., & Washington, R. (1976). the effectiveness of advertisements utilizing four types of endorsers. Journal of Advertising, 5(3), 22–24. https://doi.org/10.1080/00913367.1976.10672647
    Goldsmith, R. E., & Clark, R. A. (2011). Materialism, status consumption, and consumer independence. The Journal of Social Psychology, 152(1), 43–60. https://doi.org/10.1080/00224545.2011.555434
    Gong, S., Zhang, J., Zhao, P., & Jiang, X. (2017). Tweeting as a marketing tool: A field experiment in the tv industry. Journal of Marketing Research, 54(6), 833–850. https://doi.org/10.1509/jmr.14.0348
    Gong, Z. H., & Holiday, S. (2023). Parasocial interaction message elements and disclosure timing in nano- and microinfluencers’ sponsored content as alternative explanations for follower count’s influence on engagement. Journal of Interactive Advertising, 23(4), 374–387. https://doi.org/10.1080/15252019.2023.2236093
    Goodreau, S. M., Kitts, J. A., & Morris, M. (2009). Birds of a feather, or friend of a friend? using exponential random graph models to investigate adolescent social networks. Demography, 46(1), 103–125. https://doi.org/10.1353/dem.0.0045
    Gupta, P., Burton, J. L., & Barros, L. C. (2022). Gender of the online influencer and follower: the differential persuasive impact of homophily, attractiveness and product-match. Internet Research, 33(2), 720–740. https://doi.org/10.1108/intr-04-2021-0229
    Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok?; Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
    Harvard Business Review. (2024). When it comes to influencers, smaller can be better. Harvard Business Review. https://hbr.org/2024/09/when-it-comes-to-influencers-smaller-can-be-better
    Hassanzadeh, M., Taheri, M., Shokouhyar, S., & Shokoohyar, S. (2023). Who one is, whom one knows? Evaluating the importance of personal and social characteristics of influential people in social networks. Aslib Journal of Information Management, 75(6), 1008–1032. https://doi.org/10.1108/ajim-12-2021-0382
    He, Y., Pongsakornrungsilp, S., Pongsakornrungsilp, P., Narangajavana, Y., & Kumar, V. (2024). How nano-influencers citizenship behavior affect their stickiness to the social commerce platform? The roles of perceived value. ABAC Journal, 44(3), 46–63. https://doi.org/10.59865/abacj.2024.28
    Heaney, J., Goldsmith, R. E., & Jusoh, W. J. W. (2005). Status consumption among malaysian consumers. Journal of International Consumer Marketing, 17(4), 83–98. https://doi.org/10.1300/j046v17n04_05
    Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
    Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635. https://doi.org/10.1086/266350
    Influencer Marketing Hub. (2025). Influencer Marketing Benchmark Report 2025.
    https://influencermarketinghub.com/influencer-marketing-benchmark-report/
    Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925
    Ingkasit, R. (2022). หนังสือแพงขึ้น แต่รายได้คนไทยยังไม่ถึงไหน มองปัญหาหนังสือแพงผ่านมุมเศรษฐศาสตร์ (Book prices are rising, but Thai incomes are stagnant: Analyzing the book price problem through an economic lens). The MATTER. https://thematter.co/thinkers/book-price-and-library/188145
    Janssen, L., Schouten, A. P., & Croes, E. a. J. (2021). Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 41(1), 101–127. https://doi.org/10.1080/02650487.2021.1994205
    Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
    Ju, I., & Lou, C. (2022). Does influencer–follower relationship matter? Exploring how relationship norms and influencer–product congruence affect advertising effectiveness across product categories. Journal of Interactive Advertising, 22(2), 157–177. https://doi.org/10.1080/15252019.2022.2087809
    Kandel, D. B. (1978). Homophily, selection, and socialization in adolescent friendships. American Journal of Sociology, 84(2), 427–436. https://doi.org/10.1086/226792
    Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3–4), 248–278. https://doi.org/10.1080/0267257x.2020.1718740
    Khan, A., Khan, Z., & Nabi, M. K. (2024). “I think exactly the same”—trust in SMIs and online purchase intention: a moderation mediation analysis using PLS-SEM. Journal of Advances in Management Research, 21(2), 311–330. https://doi.org/10.1108/jamr-03-2023-0087
    Kim, D., & Jang, S. (2014). Motivational drivers for status consumption: A study of Generation Y consumers. International Journal of Hospitality Management, 38, 39–47. https://doi.org/10.1016/j.ijhm.2013.12.003
    Kim, D. Y., & Kim, H. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024
    Kim, M., Song, D., & Jang, A. (2021). Consumer response toward native advertising on social media: the roles of source type and content type. Internet Research, 31(5), 1656–1676. https://doi.org/10.1108/intr-08-2019-0328
    Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134–148. https://doi.org/10.1016/j.intmar.2013.12.003
    Labrecque, L. I., Esche, J. V. D., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4), 257–269. https://doi.org/10.1016/j.intmar.2013.09.002
    Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 102027. https://doi.org/10.1016/j.jretconser.2019.102027
    Lam, J. M., Ismail, H., & Lee, S. (2020). From desktop to destination: User-generated content platforms, co-created online experiences, destination image and satisfaction. Journal of Destination Marketing & Management, 18, 100490. https://doi.org/10.1016/j.jdmm.2020.100490
    Larbpanich, J. (2023). หนังสือราคาแพงขึ้น เราคิดไปเองหรือไม่? (Are book prices rising, or is it just our perception?). Urban Creature. https://urbancreature.co/overpriced-books/
    Lee, I., Yi, J., & Kim, S. (2023). Standing the test of time: What makes a book survive on the bestseller list? Journal of Business Research, 164, 114013. https://doi.org/10.1016/j.jbusres.2023.114013
    Lee, J. A., & Eastin, M. S. (2020). I like what she’s #Endorsing: The impact of female social media influencers’ perceived sincerity, consumer envy, and product type. Journal of Interactive Advertising, 20(1), 76–91. https://doi.org/10.1080/15252019.2020.1737849
    Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760. https://doi.org/10.1016/j.jbusres.2016.04.171
    Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer marketing effectiveness. Journal of Marketing, 86(6), 93–115. https://doi.org/10.1177/00222429221102889
    Lo, L. Y., & Lin, S. (2017). An approach to initiating eWOM intentions. Internet Research, 27(2), 277–302. https://doi.org/10.1108/intr-05-2015-0132
    Looi, J., Kemp, D., & Song, Y. W. G. (2023). Instagram influencers in health communication: examining the roles of influencer tier and message construal in COVID-19 prevention public service announcements. Journal of Interactive Advertising, 23(1), 14–32. https://doi.org/10.1080/15252019.2022.2140316
    Lou, C. (2022). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 51(1), 4–21. https://doi.org/10.1080/00913367.2021.1880345
    Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
    Makela, K., Kalla, H. K., & Piekkari, R. (2007). Interpersonal similarity as a driver of knowledge sharing within multinational corporations. International Business Review, 16(1), 1–22. https://doi.org/10.1016/j.ibusrev.2006.11.002
    Mandel, N., Petrova, P. K., & Cialdini, R. B. (2006). Images of success and the preference for luxury brands. Journal of Consumer Psychology, 16(1), 57–69. https://doi.org/10.1207/s15327663jcp1601_8
    Marques, I. R., Casais, B., & Camilleri, M. A. (2021). The effect of macrocelebrity and microinfluencer endorsements on consumer–brand engagement in Instagram. In Strategic Corporate Communication in the Digital Age (pp. 131–143). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80071-264-520211008
    Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public Culture, 27(1), 137–160. https://doi.org/10.1215/08992363-2798379
    Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246
    Mccroskey, J. C., Richmond, V. P., & Daly, J. A. (1975). The development of a measure of perceived homophily in interpersonal communication. Human Communication Research, 1(4), 323–332. https://doi.org/10.1111/j.1468-2958.1975.tb00281.x
    McPherson, M., Smith-Lovin, L., & Cook, J. M. (2001). Birds of a feather: Homophily in social networks. Annual Review of Sociology, 27(1), 415–444. https://doi.org/10.1146/annurev.soc.27.1.415
    Molleda, J., & Roberts, M. (2008b). The Value of “Authenticity” in “Glocal” Strategic Communication: The New Juan Valdez Campaign. International Journal of Strategic Communication, 2(3), 154–174. https://doi.org/10.1080/15531180802178679
    Monge, P., & Contractor, N. (2003). Theories of communication networks. Oxford University Press.
    Nabi, N., O’Cass, A., & Siahtiri, V. (2017). Status consumption in newly emerging countries: The influence of personality traits and the mediating role of motivation to consume conspicuously. Journal of Retailing and Consumer Services, 46, 173–178. https://doi.org/10.1016/j.jretconser.2017.09.009
    O’Cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour, 4(1), 25–39. https://doi.org/10.1002/cb.155
    Office of the National Economic and Social Development Council. (2023). Thailand’s Social Outlook of Q4/2023 and Overview of 2023. https://www.nesdc.go.th/nesdb_en/main.php?filename=social_dev_report
    Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
    Park, J., Lee, J. M., Xiong, V. Y., Septianto, F., & Seo, Y. (2021). David and Goliath: When and why micro-influencers are more persuasive than mega-influencers. Journal of Advertising, 50(5), 584–602. https://doi.org/10.1080/00913367.2021.1980470
    Perdue, B. C., & Summers, J. O. (1986). Checking the success of manipulations in marketing experiments. Journal of Marketing Research, 23(4), 317–326. https://doi.org/10.1177/002224378602300401
    Phan, N. T. T., & Nguyen, T. M. (2024). The influence of key opinion consumers on customers’ purchase intention via TikTok - the case of Generation Z in Vietnam. Review of Integrative Business and Economics Research, 13(1), 51–70.
    Phua, J., Jin, S. V., & Kim, J. (2016). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention. Telematics and Informatics, 34(1), 412–424. https://doi.org/10.1016/j.tele.2016.06.004
    Pittman, M., & Abell, A. (2021). More trust in fewer followers: Diverging effects of popularity metrics and green orientation social media influencers. Journal of Interactive Marketing, 56, 70–82. https://doi.org/10.1016/j.intmar.2021.05.002
    Pöyry, E., Pelkonen, M., Naumanen, E., & Laaksonen, S. (2019). A call for authenticity: Audience responses to social media influencer endorsements in strategic communication. International Journal of Strategic Communication, 13(4), 336–351. https://doi.org/10.1080/1553118x.2019.1609965
    Puttaprasart, T. (2023). นิยายเป็นเรื่องไร้สาระ? ว่าด้วย ‘นิยาย’ ในฐานะหนังสือชุบชูใจและพาไปสำรวจโลกที่ไม่รู้จัก (Is fiction meaningless? On ‘fiction’ as a comforting book and a gateway to exploring unknown worlds). The MATTER. https://thematter.co/entertainment/every-book- have-their-values/212385
    Reinikainen, H., Munnukka, J., Maity, D., & Luoma-Aho, V. (2020). ‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3–4), 279–298. https://doi.org/10.1080/0267257x.2019.1708781
    Ridgeway, C. L. (2001). Gender, status, and leadership. Journal of Social Issues, 57(4), 637–655. https://doi.org/10.1111/0022-4537.00233
    Rogers, E. M., & Bhowmik, D. K. (1970). Homophily-heterophily: Relational concepts for communication research. Public Opinion Quarterly, 34(4), 523. https://doi.org/10.1086/267838
    Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31(3), 279–292. https://doi.org/10.1080/08838158709386664
    Rucker, D. D., & Galinsky, A. D. (2008). Desire to Acquire: Powerlessness and compensatory consumption. Journal of Consumer Research, 35(2), 257–267. https://doi.org/10.1086/588569
    Salgado, M., Núñez, J., & Mackenna, B. (2021). Expectations of trustworthiness in cross-status interactions. Social Science Research, 99, 102596. https://doi.org/10.1016/j.ssresearch.2021.102596
    Settawilai, P. (2021). สุธิดา วิมุตติโกศล : ความในใจจาก “นักวิจารณ์วรรณกรรม” ในประเทศที่ วัฒนธรรมการอ่านอ่อนแอ (Suthida Wimuttikoson: Reflections from a “literary critic” in a country with a weak reading culture). The 101 World. https://www.the101.world/sutida-interview/
    Shoenberger, H., & Kim, E. (2023). Explaining purchase intent via expressed reasons to follow an influencer, perceived homophily, and perceived authenticity. International Journal of Advertising, 42(2), 368–383. https://doi.org/10.1080/02650487.2022.2075636
    Shukla, P. (2010). Status consumption in cross‐national context. International Marketing Review, 27(1), 108–129. https://doi.org/10.1108/02651331011020429
    Siegel, L. A., Tussyadiah, I., & Scarles, C. (2023). Cyber-physical traveler performances and Instagram travel photography as ideal impression management. Current Issues in Tourism, 26(14), 2332–2356. https://doi.org/10.1080/13683500.2022.2086451
    Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
    Spears, N., & Singh, S. N. (2004). Measuring Attitude toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
    Stephen, A. T., Dover, Y., Muchnik, L., & Goldenberg, J. (2017). Pump it out! The effect of transmitter activity on content propagation in social media. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2897582
    Suensilpong, K. (2023). ‘กองดองหนังสือ’ ในแง่มุมจิตวิทยา เป็นเรื่องของความสุขตอนซื้อ หรือเรื่องตัวเราที่เปลี่ยนไปหลังจากนั้น (‘Book hoarding’ in a psychological perspective: Is it about the joy of buying or the self that changes afterward?). Mirror. https://mirrorthailand.com/movinon/thoughts/100932
    Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 14(1), 47–65. https://doi.org/10.1287/isre.14.1.47.14767
    Thansettakij. (2024). ตลาดหนังสือแตะ 2 หมื่นล. ‘PUBAT’ มั่นใจ ไทยเบอร์ 1 อาเซียน (The book market reaches 20 billion baht: ‘PUBAT’ confident that Thailand is No.1 in ASEAN). Thansettakij. https://www.thansettakij.com/business/tourism/593368
    The Publishers and Booksellers Association of Thailand. (2024). รายงานการศึกษาพฤติกรรม การอ่านและการซื้อหนังสือของคนไทย ปี 2567 (Reading Behavior and Book Purchasing Habits of Thai People 2024). https://pubat.or.th/statistics2567/
    Thelwall, M. (2019). Reader and author gender and genre in Goodreads. Journal of Librarianship and Information Science, 51(2), 403–430. https://doi.org/10.1177/0961000617709061
    Tian, S., & Li, J. Y. (2022). Effects of celebrity, social media influencer, and peer endorsements on consumer responses toward a celebrity-owned brand: the role of source credibility and congruency. International Journal of Internet Marketing and Advertising, 17(1/2), 133–161. https://doi.org/10.1504/ijima.2022.125146
    TK Park. (2008). ทัศนคติและพฤติกรรมการอ่านของคนไทย (Attitudes and reading behaviors of Thai people). https://www.tkpark.or.th/tha/research_detail/14/%E0%B8%97%E0%B8%B1%E0%B8%A8%E0%B8%99%E0%B8%84%E0%B8%95%E0%B8%B4%E0%B9%81%E0%B8%A5%E0%B8%B0%E0%B8%9E%E0%B8%A4%E0%B8%95%E0%B8%B4%E0%B8%81%E0%B8%A3%E0%B8%A3%E0%B8%A1%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%AD%E0%B9%88%E0%B8%B2%E0%B8%99%E0%B8%82%E0%B8%AD%E0%B8%87%E0%B8%84%E0%B8%99%E0%B9%84%E0%B8%97%E0%B8%A2
    Tobar, H. (2014). Are you a book hoarder? There’s a word for that. - Los Angeles Times. Los Angeles Times. https://www.latimes.com/books/jacketcopy/la-et-jc-book-hoarding- tsundoku-20140724-story.html Truong, Y., Simmons, G., McColl, R., & Kitchen, P. J. (2008). Status and conspicuousness – Are they related? strategic marketing implications for luxury brands. Journal of Strategic Marketing, 16(3), 189–203. https://doi.org/10.1080/09652540802117124
    Tukachinsky, R., Walter, N., & Saucier, C. J. (2020). Antecedents and effects of parasocial relationships: A meta-analysis. Journal of Communication, 70(6), 868–894. https://doi.org/10.1093/joc/jqaa034
    Turner, J. R. (1993). Interpersonal and psychological predictors of parasocial interaction with different television performers. Communication Quarterly, 41(4), 443–453. https://doi.org/10.1080/01463379309369904
    Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592–602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007
    Van Reijmersdal, E. A., Aguiar, T. D., & Van Noort, G. (2024). How is influencer follower size related to brand responses? Journal of Advertising Research, PAP_024. https://doi.org/10.2501/jar-2024-024
    Vannini, P., & Franzese, A. (2008). The authenticity of self: Conceptualization, personal experience, and practice. Sociology Compass, 2(5), 1621–1637. https://doi.org/10.1111/j.1751-9020.2008.00151.x
    Verma, D., & Dewani, P. P. (2021). eWOM credibility: A comprehensive framework and literature review. Online Information Review, 45(3), 481–500. https://doi.org/10.1108/oir-06-2020-0263
    Wies, S., Bleier, A., & Edeling, A. (2022). Finding goldilocks influencers: How follower count drives social media engagement. Journal of Marketing, 87(3), 383–405. https://doi.org/10.1177/00222429221125131
    Witoorut, P. (2024). หมดยุคกองดอง ? คนไทยเจอวิกฤติ ‘หนังสือแพง’ เพราะทุนสูง กระดาษแพง พิมพ์ได้น้อย (The end of book hoarding? Thai readers face a “book price crisis” due to high costs, expensive paper, and limited print runs). Bangkokbiznews. https://www.bangkokbiznews.com/business/business/1146947
    Yavaprabhas, K. (2022). Creating “good” Thai citizens: Religions in Thai textbooks. Journal of Mekong Societies, 18(2), 105–124. https://so03.tci-thaijo.org/index.php/mekongjournal/article/view/263102
    Ye, G., Hudders, L., De Jans, S., & De Veirman, M. (2021). The value of influencer marketing for business: A bibliometric analysis and managerial implications. Journal of Advertising, 50(2), 160–178. https://doi.org/10.1080/00913367.2020.1857888
    Yoon, P. (2022). The Myth in Thailand of What It Means to “Read.” The Japan Foundation. https://asiawa.jpf.go.jp/en/culture/features/f-yomu2-thailand-1/
    Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133–147. https://doi.org/10.1080/15252019.2020.1769514
    Zhang, K. Z., Barnes, S. J., Zhao, S. J., & Zhang, H. (2018). Can consumers be persuaded on brand microblogs? An empirical study. Information & Management, 55(1), 1–15. https://doi.org/10.1016/j.im.2017.03.005
    Description: 碩士
    國立政治大學
    國際傳播英語碩士學位學程(IMICS)
    112461024
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0112461024
    Data Type: thesis
    Appears in Collections:[國際傳播英語碩士學程] 學位論文

    Files in This Item:

    File Description SizeFormat
    102401.pdf9731KbAdobe PDF0View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback