1. NCCU Academic Hub
  2. Publications
  3. College of Communication
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 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
作者 金沛然
Boonla, Sittikorn
貢獻者 林芝璇
Lin, Jhih-Syuan
金沛然
Sittikorn Boonla
關鍵詞 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
日期 2025
上傳時間 1-Jul-2025 14:44:59 (UTC+8)
摘要 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.
參考文獻 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
描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
112461024
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112461024
資料類型 thesis
dc.contributor.advisor 林芝璇zh_TW
dc.contributor.advisor Lin, Jhih-Syuanen_US
dc.contributor.author (Authors) 金沛然zh_TW
dc.contributor.author (Authors) Sittikorn Boonlaen_US
dc.creator (作者) 金沛然zh_TW
dc.creator (作者) Boonla, Sittikornen_US
dc.date (日期) 2025en_US
dc.date.accessioned 1-Jul-2025 14:44:59 (UTC+8)-
dc.date.available 1-Jul-2025 14:44:59 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2025 14:44:59 (UTC+8)-
dc.identifier (Other Identifiers) G0112461024en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/157759-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 112461024zh_TW
dc.description.abstract (摘要) 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。zh_TW
dc.description.abstract (摘要) 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.en_US
dc.description.tableofcontents INTRODUCTION 1 Research context 4 Research objectives 7 LITERATURE REVIEW 10 Social media influencer 10 Nano-influencer 11 Homophily 14 The effect of homophily on purchase intention 19 the effect of homophily on trustworthiness 21 the effect of homophily on authenticity 23 the mediating roles of trustworthiness and authenticity 24 the moderating effect of status consumption 26 METHODOLOGY 31 Study design 31 stimuli development 32 pretest 36 main study 39 measures 41 RESULTS 46 Sample overview 46 scale reliability and descriptive analysis 49 randomization check 52 manipulation check 55 effects of homophily types on purchase intention, trustworthiness and authenticity 58 mediating roles of trustworthiness and authenticity 63 status consumption as a second-stage moderator 67 DISCUSSION 73 Effects of homophily types on purchase intention, trustworthiness and authenticity 74 mediating roles of trustworthiness and authenticity 77 moderating role of status consumption 79 theoretical implications 80 managerial implications 84 limitation and future research 85 conclusion 87 REFERENCES 89 APPENDICES 105zh_TW
dc.format.extent 9964896 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112461024en_US
dc.subject (關鍵詞) 奈米影響者行銷zh_TW
dc.subject (關鍵詞) 購買意圖zh_TW
dc.subject (關鍵詞) 同質性zh_TW
dc.subject (關鍵詞) 信任感zh_TW
dc.subject (關鍵詞) 真實性zh_TW
dc.subject (關鍵詞) 地位消費zh_TW
dc.subject (關鍵詞) 文化產品zh_TW
dc.subject (關鍵詞) 書籍產業zh_TW
dc.subject (關鍵詞) nano-influencer marketingen_US
dc.subject (關鍵詞) purchase intentionsen_US
dc.subject (關鍵詞) homophilyen_US
dc.subject (關鍵詞) trustworthinessen_US
dc.subject (關鍵詞) authenticityen_US
dc.subject (關鍵詞) status consumptionen_US
dc.subject (關鍵詞) cultural productsen_US
dc.subject (關鍵詞) books industryen_US
dc.title (題名) 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zh_TW
dc.title (題名) Examining the Impact of Nano-Influencer Marketing on Purchase Intentions from the Perspectives of Status and Value Homophily: A Study of Thailand's Book Industryen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 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.2017.03.005zh_TW