1.3 Aim
To test the applicability of a theoretical theme of Uses and Gratifications Theory (U&G) on how Thai people seek for media on their choice of fast-moving consumer goods (FMCG).
1.4 Research Objectives
RO1: To determine the relationship between opinion leader entertainment post and brand attitudes.
RO2: To determine the relationship between opinion leader posts informativeness post and brand attitudes.
RO3: To determine the relationship between opinion leader irritation post and brand attitudes
RO4: To examine the role of brand attitude on consumer purchasing intentions.
1.5 Research Questions
RQ1: Is the role of opinion leader entertainment post related to brand attitudes
RQ2: Is the role of opinion leader informativeness post related to brand attitudes.
RQ3: is the role of opinion leader irritation post related to brand attitudes
RQ4: is the brands attitudes linked to consumer purchasing intention.
