In the digital realm of today, the favor of Instagram and the growth of influencer marketing have revolutionized the way fashion companies communicate with their customers. While each type of Instagram influencer has unique potential to establish their personal brands and create various marketing outcomes, this thesis aims to investigate their impact on consumer brand awareness and purchase intention, depending on perceived product values: utilitarian and hedonic.

A total of 273 respondents were collected through a 2x2 between-subjects factorial design experiment, in which participants were randomized into four conditions or eight scenarios based on gender, with a combination of influencer type (macro and micro) and product type (utilitarian and hedonic). ANOVA and regression analysis were conducted, and the findings reveal that, without perceived product value, macro influencers have a positive impact on brand awareness, whereas influencer type has no significant impact on purchase intention.

However, when perceived product value is considered as a moderating variable, each influencer type has different effects on brand awareness and purchase intention. Macro influencers tend to generate better results for hedonic products, whereas micro influencers can perform better when it comes to utilitarian products. The managerial implications are addressed, together with limitations and recommendations for future research.

English References
Aaker, D. (2022, May 27). 6 reasons why Uniqlo is winning. Business Transformation Consultants | Prophet. https://prophet.com/2014/10/6-reasons-why-uniqlo-is-winning/
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120. https://doi.org/10.2307/41165845
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice- Hall.
Akrout, K. (2022, July 20). Fashion: How social networks have revolutionized trends 2022- 2023. Alioze. https://www.alioze.com/en/fashion-social-media-trends
Alassani, R., & Göretz, J. (2019). Product placements by micro and macro influencers on Instagram. Lecture Notes in Computer Science, 251-267. https://doi.org/10.1007/978- 3-030-21905-5_20
Alochi, O. (2022, November 23). Fashion industry. African fashion. https://nairobifashionhub.co.ke/fashion-industry/
Anderson, M. (2021, November 16). What are micro-influencers & why are they so effective? IMPACT: Sales & Marketing Training. https://www.impactplus.com/blog/power-of- micro-influencers
Barnard, M. (2013). Fashion as communication. Routledge.
Beck, M. (2021, May 13). Report: Instagram now getting more brand posts than Facebook.
MarTech. https://martech.org/report-instagram-now-getting-more-brand-posts-than-
facebook/
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132(2), 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067
Berne-Manero, C., & Marzo-Navarro, M. (2020). Exploring how influencer and relationship marketing serve corporate sustainability. Sustainability, 12(11), 1-19. https://doi.org/10.3390/su12114392
Bhardwaj, V., & Fairhurst, A. (2010). Fast fashion: Response to changes in the fashion industry. The International Review of Retail, Distribution and Consumer Research, 20(1), 165-173. https://doi.org/10.1080/09593960903498300
Bloch, P. H., & Bruce, G. D. (1984). The leisure experience and consumer products: An investigation of underlying satisfactions. Journal of Leisure Research, 16(1), 74-88. https://doi.org/10.1080/00222216.1984.11969574
Brewster, M., & Lyu, J. (2020). Exploring the Parasocial impact of Nano, micro and macro influencers. Pivoting for the Pandemic, 77(1). https://doi.org/10.31274/itaa.12254
Brown, D., & Fiorella, S. (2013). Influence marketing: How to create, manage, and measure brand influencers in social media marketing. Que Publishing.
Brown, D., & Hayes, N. (2008). Influencer marketing: Who really influences your customers? Routledge.
Bump, P. (2020, December 7). The 5 types of social media and pros & cons of each. https://blog.hubspot.com/marketing/which-social-networks-should-you-focus-on
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
Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic Journal of Communication, 23(1), 46-65. https://doi.org/10.1080/15456870.2015.972282
Cassia, F. & Magno, F. (2019). Assessing the Power of Social Media Influencers: A Comparison Between Tourism and Cultural Bloggers. In G. Granata, A. Moretta Tartaglione, & T. Tsiakis (Eds.), Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments(pp. 169-186). IGI Global. https://doi.org/10.4018/978-1-5225-7856-7.ch009
Cham, T. H., Ng, C. K., Lim, Y. M., & Cheng, B. L. (2017). Factors influencing clothing interest and purchase intention: A study of Generation Y consumers in Malaysia. The International Review of Retail, Distribution and Consumer Research, 28(2), 174-189. https://doi.org/10.1080/09593969.2017.1397045
Chang, K. T., Chen, W., & Tan, B. C. (2012). Advertising effectiveness in social networking sites: Social ties, expertise, and product type. IEEE Transactions on Engineering Management, 59(4), 634-643. https://doi.org/10.1109/tem.2011.2177665
Chen, C., & Chen, F. (2010). Experience Quality, Perceived Value, Satisfaction and Behavioral Intentions for Heritage Tourists. Tourism Management, 31(1), 29-35. http://dx.doi.org/10.1016/j.tourman.2009.02.008
Chen, Y. (2016, April 27). The rise of 'micro-influencers' on Instagram. Digiday.
https://digiday.com/marketing/micro-influencers/
Christian Louboutin. (2023, March 13). In Wikipedia. https://en.wikipedia.org/wiki/Christian_Louboutin
Christian Louboutin. (2023). Christian Louboutin - Official Website | Luxury shoes and leather goods. Retrieved 2023, from https://us.christianlouboutin.com/us_en/
Churchill, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73. https://doi.org/10.2307/3150876 Curran, P. G. (2016). Methods for the detection of carelessly invalid responses in survey data.
Journal of Experimental Social Psychology, 66, 4-19.
https://doi.org/10.1016/j.jesp.2015.07.006
Dargaville, S. (2019, June 6). Why Instagram is the best platform for influencer marketing. Digital Doughnut.
https://www.digitaldoughnut.com/articles/2019/may/why-instagram-is-the-best-
platform-for-influencers
DataReportal. (2023). The latest Instagram statistics: Everything you need to know — DataReportal – Global digital insights. DataReportal – Global Digital Insights. Retrieved 2023, from https://datareportal.com/essential-instagram-stats
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
Dhanik, T. (2016, December 12). Micro, not macro: Rethinking influencer marketing. Ad Age. https://adage.com/article/digitalnext/micro-macro-influencer-marketing-kim- kardashian/307118
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71. https://doi.org/10.1509/jmkr.37.1.60.18718
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
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307-319. http://dx.doi.org/10.2307/3172866
Ellis, M. (2020, February 5). Instagram vs. Facebook: What's the better marketing Avenue? 99designs. https://99designs.com/blog/business/instagram-vs-facebook-marketing/
Engelbrecht, L., & Jacobs, B. (2016). Hedonic and utilitarian shopping motivations of male fashion leaders. International Textiles and Apparel Association (ITAA) Annual Conference Proceedings. 143. https://core.ac.uk/download/pdf/128977257.pdf
Everipedia. (2022). Xavior Serrano. IQ.Wiki | Largest Blockchain & Crypto Encyclopedia | IQ.Wiki. Retrieved 2023, from https://everipedia.org/wiki/lang_en/xavier-serrano-1
Fashion. (2022, September 10). In Wikipedia. https://en.wikipedia.org/wiki/Fashion Fibre2fashion. (2018, May 28). Fashion industry employs 300 mn workers globally: Report.
Textile & Apparel Business Solution & Marketplace - Fibre2Fashion.
https://www.fibre2fashion.com/news/apparel-news/fashion-industry-employs-300-
mn-workers-globally-report-242435-newsdetails.htm
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
France, C., Grace, D., Merrilees, B., & Miller, D. (2018). Customer brand Co-creation behavior: Conceptualization and empirical validation. Marketing Intelligence & Planning, 36(3), 334-348. https://doi.org/10.1108/mip-10-2017-0266
Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71. http://scholar.worldlib.site:8000/upload/202105/11/202105111113267137.pdf
Gallart-Camahort, V., Oliva-Ramos, E., & Fernández-Durán, L. (2021). Luxury brands: Awareness and image and its influence on loyalty and engagement. Contextus – Revista Contemporânea de Economia e Gestão, 19(20), 305-315. https://doi.org/10.19094/contextus.2021.71415
Gautam, V., & Sharma, V. (2017). The mediating role of customer relationship on the social media marketing and purchase intention relationship with special reference to luxury fashion brands. Journal of Promotion Management, 23(6), 872-888. https://doi.org/10.1080/10496491.2017.1323262
Gitnux. (2023). Under Armour: Business model, SWOT analysis & competitors 2023. GITNUX. https://blog.gitnux.com/companies/under-armour/
Giuffredi-Kähr, A., Petrova, A., & Malär, L. (2022). Sponsorship disclosure of influencers – A curse or a blessing? Journal of Interactive Marketing, 57(1), 18-34.
https://doi.org/10.1177/10949968221075686
Glen, S. (2022, February 28). Cronbach's Alpha: Definition, interpretation, SPSS. Statistics How To.
https://www.statisticshowto.com/probability-and-statistics/statistics-
definitions/cronbachs-alpha-spss/
Gonzalo, F. (2020, January 30). The hidden cost of working with micro influencers. Frederic Gonzalo.
https://fredericgonzalo.com/en/the-hidden-cost-of-working-with-micro-influencers/
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352. https://doi.org/10.1016/s0022-4359(99)80099-2
Gunawan, N., & Iskandar, I. B. (2020). Analyzing the impact of fashion influencer on online impulsive buying behavior. KnE Social Sciences, 4(6), 350-363. https://doi.org/10.18502/kss.v4i6.6611
Gupta, A. (2022). Organic media VS paid media, which is the best to reach your audience? LinkedIn. https://www.linkedin.com/pulse/organic-media-vs-paid-which-best-reach- your-audience-anindita-gupta
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
Hajeewon. [@hajeewon_]. (2023). Instagram. https://www.instagram.com/hajeewon_/ Hansson, J., Hjertqvist, F., & Sanchez Adolfsson, M. (2021). Does size matter? A qualitative research on micro influencers creation of brand awareness for startups. [Bachelor's
thesis, Linnaeus University]. Diva Portal.
https://www.diva-portal.org/smash/get/diva2:1567046/FULLTEXT01.pdf
Hartley, J., Burgess, J., & Brun, A. (2013). A companion to new media dynamics. Blackwell Publishing Ltd. https://doi.org/10.1002/9781118321607
Hatton, G. (2018, February 13). Micro influencers vs macro influencers. Social Media Today. https://www.socialmediatoday.com/news/micro-influencers-vs-macro- influencers/516896/
He, W., & Jin, C. (2022). A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: Based on dual-systems theory. Electronic Commerce Research. https://doi.org/10.1007/s10660-022-09651-8
Heinig, I. (2018, June 28). 7 reasons to consider paid social media advertising. The Manifest: Lists of Top B2B Companies & Business News. https://themanifest.com/social- media/blog/paid-social-media-advertising-benefits
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of- mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073
Hill, R. P., & Moran, N. (2011). Social marketing meets interactive media. International Journal of Advertising, 30(5), 815-838. https://doi.org/10.2501/ija-30-5-815-838
History of clothing and textiles. (2023, February 14). In Wikipedia. https://en.wikipedia.org/wiki/History_of_clothing_and_textiles
Holbrook,M.B., & Hirschman,E.C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. https://doi.org/10.1086/208906
Hotmart. (2022, August 23). What are micro-influencers, and how can they help your business grow? https://hotmart.com/en/blog/micro-influencers
Hoyer, W. D. (1984). An examination of consumer decision making for a common repeat purchase product. Journal of Consumer Research, 11(3), 822-829. https://doi.org/10.1086/209017
Inoue, Y. [@yamatoinoue__0612]. (2023). Instagram.
https://www.instagram.com/yamatoinoue__0612/
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(6), 366-376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Jin, B., & Cedrola, E. (2017). Fashion branding and communication: Core strategies of European luxury brands. Springer.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567-579. https://doi.org/10.1108/mip-09-2018-0375
Kang, J. (2022, October 27). Micro or macro influencers: Which is best for your brand? Referral Rock Blog. https://referralrock.com/blog/micro-or-macro-influencer/
Kang, J., & Park‐Poaps, H. (2010). Hedonic and utilitarian shopping motivations of fashion leadership. Journal of Fashion Marketing and Management, 14(2), 312-328. http://dx.doi.org/10.1108/13612021011046138
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
Kazakova, A. (2023, February 21). Micro-influencers vs macro-influencers, who should you work with? inBeat Agency. https://inbeat.agency/blog/micro-influencers-vs-macro- influencers/
Kees, J., Berry, C., Burton, S., & Sheehan, K. (2017). An analysis of data quality: Professional panels, student subject pools, and Amazon's mechanical turk. Journal of Advertising, 46(1), 141-155. https://doi.org/10.1080/00913367.2016.1269304
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.2307/1252054
Keller, K. L. (2001). Building Customer-Based Brand Equity. Journal of Marketing, 10(2), 14- 19. https://www.semanticscholar.org/paper/Building-customer-based-brand-equity- %3A-a-blueprint-Keller/2f1d660f9f3f98ec6f28c893255b6f68e2ad7ce9
Kim, J. (2021, December 13). The evolution of influencer marketing — Past, present, & future. Aspire. https://aspire.io/blog/the-evolution-of-influencer-marketing/
Kobe. (2019, April 1). Types of influencer | Celebrity, macro, micro and Nano influencers. KOBE. https://www.getkobe.com/types-of-influencer/
Kuster, E., Pruyn, A. T., & Galetzka, M. (2017). Social influencers: examining source credibility and homophily on Instagram [Master's thesis, University of Twente]. https://essay.utwente.nl/72306/1/EsmeeKuster_MA_CommunicationScience.pdf
Leo, C., Bennett, R., & Härtel, C. E. (2005). Cross‐cultural differences in consumer decision‐ making styles. Cross Cultural Management: An International Journal, 12(3), 32-62. https://doi.org/10.1108/13527600510798060
Lifestyle Asia. (2021, April 1). Christian Louboutin: "I don't think about comfort when I design.". Lifestyle Asia Kuala Lumpur. https://www.lifestyleasia.com/kl/culture/people/christian-louboutin-interview-2021/
Lin, H., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3), 431- 442. https://doi.org/10.1016/j.bushor.2018.01.010
Linqia. (2021). The State of Influencer Marketing 2021. Linqia – Influencer Marketing, Elevated. https://www.linqia.com/wp-content/uploads/2021/04/Linqia-The-State-of- Influencer-Marketing-2021.pdf
Liu, E. [@_eddyliu]. (2023). Instagram. https://www.instagram.com/_eddyliu/
Liu, Y., Li, X., & Lee, J. (2021). Size does matter: How do micro-influencers impact follower purchase intention on social media? Journal of Interactive Advertising, 21(1), 67-83.
https://iceb.johogo.com/proceedings/2021/ICEB_2021_paper_14_full.pdf
Louis Vuitton. (2004, July 23). In Wikipedia. https://en.wikipedia.org/wiki/Louis_Vuitton Louis Vuitton. (2023). https://us.louisvuitton.com. Retrieved 2023, from
https://us.louisvuitton.com/eng-us/homepage
Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466. https://doi.org/10.1086/209361
Michault, J. (2009, November 17). From Couture—to Conversation. The New York Times - Breaking News, US News, World News and Videos. https://www.nytimes.com/2009/11/17/fashion/17iht-rsocial.html
Miller, K. (2013). Hedonic customer responses to fast fashion and replicas. Journal of Fashion Marketing and Management: An International Journal, 17(2), 160-174. https://doi.org/10.1108/jfmm-10-2011-0072
Morwitz, V. G. (1997). Why Consumers Don’t Always Accurately Predict Their Own Future Behavior. Marketing Letters, 8(1), 57-70. https://link.springer.com/content/pdf/10.1023/A:1007937327719.pdf
Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182-192. https://doi.org/10.1108/jcm-11-2014-1221
Namitha, R. (2020). A Paper on Influencers Reshaping the Consumers Preferences in the Fashion Industry – A Consumer Behaviour Study with an Instagram Perspective. International Journal of New Technology and Research, 6(4), 17-28. https://www.ijntr.org/a-paper-on-influencers-reshaping-the-consumers-preferences-in- the-fashion-industry-a-consumer-behaviour-study-with-an-instagram-perspective
Nielsen. (2012, April). Newswire | Consumer trust in online, social and mobile advertising grows | Nielsen. https://www.nielsen.com/insights/2012/consumer-trust-in-online- social-and-mobile-advertising-grows/
Pan, Y., Roedl, D., Thomas, J. C., & Blevis, E. (2015). Fashion thinking: Fashion practices and sustainable interaction design. International Journal of Design, 9(1), 53-66. http://www.ijdesign.org/index.php/IJDesign/article/view/1372/675
Paonil, W. [@inkwaruntorn]. (2023). Instagram. https://www.instagram.com/inkwaruntorn/ Paridon, T. J., Carraher, S., & Carraher, S. C. (2006). The Income Effect in Personal Shopping Value, Consumer Self-Confidence, and Information Sharing (Word of Mouth Communication) Research. Academy of Marketing Studies Journal, 10(2), 107-124.
https://www.proquest.com/docview/214844180?pq-
origsite=gscholar&fromopenview=true
Pattee,J. (2019, October 29). Why You Need Micro Influencers to Increase ROI. forwardinfluence.com. https://forwardinfluence.com/micro-influencers-increase-roi/
Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology and Marketing, 9(4), 263-274. https://doi.org/10.1002/mar.4220090402
Porter, M. E. (1974). Consumer behavior, retailer power and market performance in consumer goods industries. The Review of Economics and Statistics, 56(4), 419-436. https://doi.org/10.2307/1924458
Pusztai, H. (2019, July 23). Why micro-influencers may be the most effective influencer marketing strategy. Buffer Resources. https://buffer.com/resources/micro-influencers/
Rahman, M. S., Hossain, M. A., Rushan, M. R., Hoque, M. T., & Hassan, H. (2020). Conceptualising online fashion brand recognition: Scale development and validation. Spanish Journal of Marketing - ESIC, 24(1), 73-96. https://doi.org/10.1108/sjme-10- 2019-0080
Rocha, Á., Reis, J. L., Peter, M. K., & Bogdanović, Z. (2019). Marketing and smart technologies: Proceedings of ICMarkTech 2019. Springer Nature.
Rossiter, J. R., & Percy, L. (1987). Advertising and promotion management. McGraw-Hill Companies.
Sanders, R. (2023, February 17). The 5 types of influencers you need to know [2022 edition]. Simplilearn.com. https://www.simplilearn.com/types-of-influencers-article
Santaro, K. (2023, January 19). Top Instagram categories and their average engagement rates. Influencer Marketing Blog | Heepsy. https://blog.heepsy.com/posts/top-instagram- categories-and-their-average-engagement-rates
Sarah, S. (2017). The Emergence of the Fashion Industry and the Development of the Consumer Market in England during the Mid Eighteenth and Early Nineteenth Centuries. The Undergraduate Historical Journal at UC Merced, 3(2), 38-54. https://doi.org/10.5070/H332035079
Scarpi, D. (2006). Fashion stores between fun and usefulness. Journal of Fashion Marketing and Management: An International Journal, 10(1), 7-24. https://doi.org/10.1108/13612020610651097
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258-281. https://doi.org/10.1080/02650487.2019.1634898
Schwarz, R. (2021, January 6). Are micro influencer the next big thing in digital marketing? LinkedIn. https://www.linkedin.com/pulse/micro-influencer-next-big-thing-digital- marketing-rafael-schwarz
Scrunch. (2022, August 27). What is a good engagement rate on Instagram? Scrunch. https://scrunch.com/blog/what-is-a-good-engagement-rate-on-instagram
Serrano, X. [@xserrano9]. (2023). Instagram. https://www.instagram.com/xserrano9/
Singh, R. P., & Banerjee, N. (2018). Exploring the influence of celebrity credibility on brand attitude, advertisement attitude and purchase intention. Global Business Review, 19(6),
1622-1639. https://doi.org/10.1177/0972150918794974
Smith, J. B., & Colgate, M. (2007). Customer Value Creation: A Practical Framework. Journal
of Marketing Theory and Practice, 15(1), 7-23. http://dx.doi.org/10.2753/MTP1069-
6679150101
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(1), 1-16. https://doi.org/10.1016/j.jretconser.2019.01.011
Starngage [@hajeewon_]. (2023). StarNgage+. #1 Creator Marketplace For Instagram, TikTok & YouTube | StarNgage Plus.
https://starngage.com/plus/dashboard/influencer/profile/hajeewon_
Starngage [@vivenra]. (2023). StarNgage+. #1 Creator Marketplace For Instagram, TikTok & YouTube | StarNgage Plus.
https://starngage.com/plus/dashboard/influencer/profile/vivenra
Starngage. (2023). Influencer marketing in Taiwan. StarNgage. https://starngage.com/influencer-marketing-taiwan/
Statista. (2019, October 4). Infographic: Instagram is a favorite for influencer marketing. Statista Infographics. https://www.statista.com/chart/19551/instagram-for-influencer- marketing/
Statista. (2022, January 26). Countries with most Instagram users 2022. https://www.statista.com/statistics/578364/countries-with-most-instagram-users/
Stephenson, L., & Benet, L. (2009). From Blogs To Twitter, Fashion World Rushes To Tap Into Social Media. Women’sWear Daily, 197(131), 1-7. https://morgandoss.files.wordpress.com/2014/09/from-blogs-to-twitter.pdf
Sudha, M., & Sheena, K. (2017). Impact of influencers in consumer decision process: The fashion industry. International Journal of Management, Technology and Engineering, 7(12), 237-243. https://www.scms.edu.in/uploads/journal/articles/article_12.pdf
To, P. L., Liao, C., & Lin, T. H. (2007). Shopping Motivations on Internet: A Study Based on Utilitarian and Hedonic Value. Technovation, 27(12), 774-787. http://dx.doi.org/10.1016/j.technovation.2007.01.001
Tomasetti, E., & Ruiz, S. (2009). The evaluation of new utilitarian and symbolic products: The effect of attribute type and product knowledge. Advances in consumer research. Association for Consumer Research (U.S.), 36(1), 919-922. https://www.researchgate.net/publication/288764908_The_evaluation_of_new_utilitar ian_and_symbolic_products_The_effect_of_attribute_type_and_product_knowledge
Tsabitah, N., & Anggraeni, R. (2021). The effect of brand image, brand personality and brand awareness on purchase intention of local fashion brand “This is April”. KINERJA, 25(2), 234-250. https://doi.org/10.24002/kinerja.v25i2.4701
Under Armour. (2023). In Wikipedia. https://en.wikipedia.org/wiki/Under_Armour Under Armour. (2023). Under Armour® Official Store. Retrieved 2023, from
https://www.underarmour.com/en-us/
Uniqlo. (2022, November 15). In Wikipedia. https://en.wikipedia.org/wiki/Uniqlo Uniqlo. (2023). UNIQLO. Retrieved 2023, from https://www.uniqlo.com/us/en/
Uta, I. (2021). The story behind the brand: Louis Vuitton. BRAND MINDS. https://brandminds.live/the-story-behind-the-brand-louis-vuitton/
Verger, M. B. (2012). The effects of celebrities, macro-influencers and micro- influencers product endorsement on advertising effectiveness and credibility [Master's thesis, Tilburg University]. http://arno.uvt.nl/show.cgi?fid=150246
Vivenra. [@vivenra]. (2023). Instagram. https://www.instagram.com/vivenra/
Vodák, J., Novysedlák, M., Čakanová, L., & Pekár, M. (2019). Who is Influencer and How to Choose the Right One to Improve Brand Reputation? Managing Global Transitions, University of Primorska, Faculty of Management Koper, 17(2), 149-162.
https://www.hippocampus.si/ISSN/1854-6935/17.149-162.pdf
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310- 320. https://doi.org/10.1509/jmkr.40.3.310.19238
Warshaw, P. R., & Davis, F. D. (1985). The accuracy of behavioral intention versus behavioral expectation for predicting behavioral goals. The Journal of Psychology, 119(6), 599- 602. https://doi.org/10.1080/00223980.1985.9915469
Waruntorn Paonil. (2023, March 23). In Wikipedia. https://en.wikipedia.org/wiki/Waruntorn_Paonil
Weinstein, G. (2021, July 12). A history of social media influencers. Find Your Influence. https://findyourinfluence.com/a-history-of-social-media-influencers/
White, J. (2020, November 22). Yamato Inoue (Model) Wiki, biography, age, girlfriends, family, facts and more. Wikifamouspeople. Retrieved 2023, from
https://wikifamouspeople.com/yamato-inoue/
Wiedmann,K., Hennigs,N., & Siebels,A. (2009). Value-based segmentation of luxury consumption behavior. Psychology and Marketing, 26(7), 625-651. https://doi.org/10.1002/mar.20292
Wiedmann, K., Hennigs, N., & Langner, S. (2010). Spreading the word of fashion: Identifying social influencers in fashion marketing. Journal of Global Fashion Marketing, 1(3), 142-153. https://doi.org/10.1080/20932685.2010.10593066
Wissman, B. (2018). Micro-Influencers: The Marketing Force Of The Future? Forbes. https://www.forbes.com/sites/barrettwissman/2018/03/02/micro-influencers-the- marketing-force-of-the-future/?sh=1fd6d83e6707
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.2307/1251446
Zhu, X., Teng, L., Foti, L., & Yuan, Y. (2019). Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation. Journal of Business Research, 103(1), 301-309. https://doi.org/10.1016/j.jbusres.2019.01.055
Thai References
Diewtrakulchai, T. (2015). Studying the Factors of the Website (7Cs) that has the Effect of Brand Awarness which Consumer’s Women Swimsuit through the Internet [Master's thesis, Mahidol University]. https://archive.cm.mahidol.ac.th/bitstream/123456789/1628/1/TP%20MM.040%2025 58.pdf
Jampunyakul, K., & Prajaknate, P. (2021). Consumer’s Purchasing Decision through e-WOM and Influencer’s Perceived Credibility. Siam Communication Review, 20(2), 166–184. https://so05.tci-thaijo.org/index.php/commartsreviewsiamu/article/view/256074
Narksook, S. (2019). The Effect of Perceived Values of Functions and Brand Image on Loyalty of Sportify Users [Master's thesis, Thammasat University]. http://ethesisarchive.library.tu.ac.th/thesis/2019/TU_2019_6102115216_11829_12275 .pdf
Thienthong, P. (2021). The Study of Factors in Consumer Repurchase Intention towards Vitamin Water [Master's thesis, Mahidol University]. https://archive.cm.mahidol.ac.th/bitstream/123456789/4013/1/TP%20MS.033%20256 4.pdf
Thiptiangtae, Y. (2022). The Influence of Augmented Reality Technology (Virtual Try-on) on Purchase Intention of Cosmetic Products: The Mediating Effect of Customer Attitude [Master's thesis, Mahidol University]. https://archive.cm.mahidol.ac.th/bitstream/123456789/4576/1/TP%20MM.019%2025 65.pdf
Wannasorn, P. (2021). The Influence of Macro-influencer on the Decision to Buy High Involvement Product (Real Estate) [Master's thesis, Mahidol University]. https://archive.cm.mahidol.ac.th/bitstream/123456789/4481/1/TP%20MM.073%2025 64.pdf
Wongwai, N. (2019). The Study of Attitude Factors in Aesthetic Hedonic Value and the Utilitarian Value that Affects Decisions Buy Consumer Office Chairs [Master's thesis, University of the Thai Chamber of Commerce]. https://rsujournals.rsu.ac.th/index.php/rgrc/article/download/1530/1172/