On a lively day in Bangkok, throngs of eager shoppers meandered through the bustling aisles of the 28th Saha Group Fair, held on June 29, 2024. With over a thousand booths flaunting irresistible deals, it was truly a shopaholic’s paradise. The air buzzed with the thrill of great bargains and the scent of freshly unpacked merchandise, beckoning shoppers from every nook and cranny of the city.
However, while deals might spark joy, the role of celebrity endorsements in influencing shopping decisions seems to be waning, at least according to a fascinating survey by the National Institute of Development Administration. This survey, conducted amidst the ripples from the notorious iCon scam, involved a candid conversation with 1,310 people spread across various demographics, from eager young adults to the more seasoned citizens who have witnessed the evolution of marketing through decades.
When asked about the sway celebrities have over their purchasing choices, a significant 42.21% of respondents declared that stars, despite their glitz and glamour, have no impact whatsoever on their buying decisions. Meanwhile, 22.98% confessed to being utterly swept away by celebrity approvals, while 19.01% admitted to occasional influence. A perplexed 0.31% just shrugged, lost in the wash of opinions.
Digging deeper into the belief that sparkling personas genuinely use the products they endorse led to some eyebrow-raising revelations. A hefty 52.29% of participants shunned the idea, convinced that the products are mere props in a grand show. Meanwhile, 22.98% allowed themselves a hint of belief, thinking that stars might indulge now and then. Only a tiny 3.89% firmly believed in regular use, with the rest scattered across gradients of skepticism.
But what about those tantalizing advertisements bursting with giveaways and slashed prices? Ah, opinions varied like flavors at an ice cream parlour. A discerning 34.12% viewed them with suspicion, a red flag for possible low quality. In contrast, 30.23% took them as a simple nod to clever marketing. Others, with a prudent 8.63%, preferred to compare prices before buying, while a spontaneous 7.02% would buy just to test the waters of quality.
When it came down to where they’d turn for help in a consumer pickle—be it unfair trading or deceptive deals—there was a maze of options. A hopeful 24.81% relied on the press to trumpet their concerns, while 23.05% trusted the long arm of the law at the local police stations. Social figures didn’t go unnoticed, with 15.88% seeking help from celebrity do-gooders and activists, equal to those 15.80% who trusted the Office of the Consumer Protection Board (OCPB). Quite interestingly, a brave 15.80% shrugged off potential issues, choosing to forgo complaints altogether.
So, it seems, in the world of glitz, glamour, savings aplenty, and occasional deception, Thai consumers are carving out their path with a mix of intuition, skepticism, and reliance on good old-fashioned common sense. What a time to shop and ponder the dazzling dance between marketing hype and true value!
Finally people are waking up to the fact that celebrities don’t actually use the products they promote.
But do we really care if they use the products? If the marketing is good, I might check it out anyway!
Good point, Lisa. Sometimes it’s about the brand’s message than the face promoting it.
Celebrities have their own world, probably don’t even buy stuff themselves!
Exactly! It’s all just staged, but still people get influenced.
Is it wrong to get influenced by celebrity ads though? Aren’t we all influenced by something or someone?
This decline in celebrity influence is so encouraging! We’re moving towards a more authentic consumerism.
Yet brands still spend millions on celebrity endorsements. Authenticity is subjective.
True, MarketerPro. But maybe it’s time for companies to rethink and invest in genuine brand stories.
I still trust my fav celebs. If Taehyung endorses it, I’ll buy it without a second thought!
Fans often buy what’s trending among their idols, not necessarily based on quality.
Sometimes what triggers a purchase is more emotional than logical.
Just because celebs say they use a product doesn’t mean we need to believe it without question.
Exactly! We need to research and find out the product’s real value to us.
This trend may impact marketing budgets as more consumers ignore celebrity queues. Brands should allocate budgets wisely.
Right, but people have short memories. Trends change fast, and who knows? Celebrity influence might rebound.
It’s crazy how people rely on the press for consumer issues rather than legal bodies.
Disturbing how many accepted deceptive deals. Risking hard-earned money like that is sketchy.
Some people think the risk is worth the potential reward. Different priorities.
I think more local businesses should get attention. Support small, genuine brands!
Reading this makes me curious about how other countries perceive celebrity endorsements.
It seems consumers today are savvier. Maybe this is due to more access to information online.
Yep, but overinformation can lead to confusion too. So much advice out there!
Got to love how some people decide to overlook consumer issues and not complain!
It’s surprising so many people literally trust celebrity opinions over real experts.
Endorsements won’t stop anytime soon. It’s a tried and tested marketing strategy!
It’s not just about celebs. What about influencer culture? It’s almost more impactful!
Influencers are a lot more relatable to the average consumer than big celebrities.
People feel they can trust influencers more because they appear down-to-earth sometimes.
Honestly, shopping deals attract me more than who endorses them. I’m in for savings.