Warinrampai Rungruangjit

What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions

Warinrampai Rungruangjit · Heliyon · 2022 · 123 citations · Full text

Business, Marketing, Marketing Management +13

Building Stronger Brand Evangelism for Sustainable Marketing through Micro-Influencer-Generated Content on Instagram in the Fashion Industry

Warinrampai Rungruangjit, Kitti Charoenpornpanichkul · Sustainability · 2022 · 23 citations · Full text

Business, Marketing, Marketing Management +17

The power of human-like virtual-influencer-generated content: Impact on consumers’ willingness to follow and purchase intentions

Warinrampai Rungruangjit, Kulachet Mongkol, Intaka Piriyakul et al. · Computers in Human Behavior Reports · 2024 · 22 citations · Full text

Social Sciences, Communication, Marketing +15

What motivates consumers’ continued usage intentions of food delivery applications in post-COVID-19 outbreak? Comparing Generations X, Y and Z

Warinrampai Rungruangjit, Kitti Charoenpornpanichkul · Journal of Asia Business Studies · 2023 · 20 citations · Full text

Social Sciences, Marketing, Social Psychology +17

Understanding Different Types of Followers’ Engagement and the Transformation of Millennial Followers into Cosmetic Brand Evangelists

Warinrampai Rungruangjit, Thitinan Chankoson, Kitti Charoenpornpanichkul · Behavioral Sciences · 2023 · 16 citations · Full text

Business, Marketing, Marketing Management +12