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  • Somhatai Timsard

    PhD: The Role of Social Media in the Consumption of Cosmetic Products in Thailand


    Oxford Brookes Business School

    Somhatai Timsard 14105915

    Mode of StudyFull-Time

    Dr Jackie Clarke
    Dr Sarah Quinton

    Research AbstractThe number of consumers who use social media, henceforth called social media users (SMUs), is increasing rapidly (eMarketer, 2018). Existing SMU typologies such as that formulated by Kozinet (1999) use two criteria: the degree of consumption activity and the intensity of relationships with other members of the community. His study suggests that these two variables enable four distinct types of community: Tourists, Minglers, Devotees, and Insiders, whose intensity of relationship and consumption activity ranges from low for Tourists to high for Insiders. This typology has been widely recognised in various studies (Brandtzæg, 2011; Louie & Venkatesh, 2013; Mitu & Vega, 2014; Mya, 2011; Roy, 2015; Sihlman, 2012; Wang, 2013). Even though there has been a rapid growth in the number of SMUs, and consumers’ motivations have been studied (Baker & White, 2010; Bond-Raacke, 2008; Park, Kee & Valenzuela, 2009; Raacke &; Shao, 2009), the consumption behaviour of SMUs in relation to cosmetic products is limited, and the factors that make social media channels such as YouTube popular remain unknown (Hennig-Thurau, Houston & Walsh, 2006). Koufario (2002) identified a significant difference between online and offline consumer behaviours, finding that online consumers are generally more powerful, demanding and utilitarian in their shopping expeditions. In seeking to understand the influence of social media on consumption of cosmetic products in Thailand, this research investigates the role of social media on SMUs’ decision-making, consumption attitudes and behaviour, both online and offline. Before the advent of social media, cosmetics consumption could be considered as a set of ‘private’ activities, the consumer did not publicly share instruction of application. This study also extends the knowledge of consumer behaviour on social media in the marketing literature. Ultimately, this research aims to develop an evidence-based framework of the influence of social media on social media users’ cosmetic consumption behaviour in Thailand.