Thais Sceptical of Celebrity Endorsements, Survey Reveals

[webfact]

 

File photo for reference only. // Picture courtesy: appdisqus

 

A recent poll conducted by the National Institute of Development Administration (Nida) has revealed that a significant number of Thais are sceptical about celebrity endorsements. This dip in trust comes at a turbulent time following the iCon scam, which has heightened consumer wariness.

 

The survey, conducted from October 15-16, interviewed 1,310 Thais aged 18 and over, spanning various educational and occupational backgrounds. The aim was to assess public opinion on the influence of celebrity endorsements on their purchasing decisions.

 

Results show that 42.21% of participants felt no impact from celebrity endorsements on their buying choices, while 22.98% were significantly influenced. A smaller segment, 19.01%, admitted to a moderate impact, and 0.31% were either unsure or indifferent.

When questioned about the authenticity of celebrities or influencers using the products they endorse, 52.29% doubted their genuine use. Only 3.89% believed these celebrities really use the products in their daily lives. This illustrates a prevailing scepticism among consumers regarding the authenticity of such promotions.

 

The poll further delved into perceptions of promotions with heavy discounts or freebies. Over a third, 34.12%, associate these offers with low product quality. Meanwhile, 30.23% view them merely as marketing strategies.

 

In terms of seeking assistance when deceived or treated unfairly in transactions, 24.81% of respondents would turn to the press for help, closely followed by 23.05% preferring to report to police stations, reported Bangkok Post.

 

The findings of this survey highlight a growing distrust among Thais towards celebrity endorsements, reflecting a broader demand for authenticity and transparency in advertising. As consumers become more discerning, brands may need to rethink their marketing tactics to build and maintain trust.

 

File photo for reference only. // Picture courtesy: appdisqus

 

-- 2024-10-21

 

 

[nakhonandy]

I'm glad the Thai are waking up, it's the same in the west.

These so called celebrities are just paid to promote stuff they don't actually use or trust.

[OneMoreFarang]

Personally, I also think I am much influenced by celebrities.

But to be fair, marketing uses celebrities for decades and some are paid huge amounts of money. I am pretty sure that wouldn't happen if the products wouldn't sell. 

[BangkokReady]

2 hours ago, OneMoreFarang said:

Personally, I also think I am much influenced by celebrities.

But to be fair, marketing uses celebrities for decades and some are paid huge amounts of money. I am pretty sure that wouldn't happen if the products wouldn't sell. 

 

I don't think there is any doubt as to whether it works.  As you say, it even works with us slightly more suspicious Westerners.  I think the issue is that the level of Thai naivety is somewhere around thinking that if someone is dressed nicely or is rich, then they can definitely be trusted and what they say is fact, when it really needs to be somewhere more realistic.