The relationship between source credibility, advertising recognition, and purchase intention on snack products

Abstract

The objectives of this research were to study source credibility, advertising recognition, and purchase intention on snack products and was explore the relationship between source credibility, advertising recognition, and purchase intention oMaster of Arts (Communication Arts)n snack products. This research employed online survey and used online questionnaire to collect data through 208 respondents, who were Thai, aged between 18-38 years old, and must follow Kin Nhom page for the past three months. The results depicted that the respondents highly perceived that Kin Nhom page was credible (M = 4.14). Moreover, the respondents acknowledged that contents from Kin Nhom page were commercial (M = 4.24). Additionally, they were more likely to purchase snack products recommended by Kin Nhom page (M = 4.33). In regard to the relationship among the variables, the research result demonstrated that source credibility and advertising recognition had a positive relationship (r = 0.41). Furthermore, source credibility and purchase intention had a high positive relationship (r = 0.68), and advertising recognition also had positive relationship with purchase intention (r = 0.39).