INFLUENCER MARKETING STRATEGY: THE NORM OF DIGITALIZATION IN THAILAND

Abstract

This study explores the implementation of influencer marketing strategies which has rapidly diffused
into Thailand due to digitalization, which has become the norm in today’s business. Descriptive
analysis was used to examine the current situation, the conceptual model, and guidelines of influencer
marketing used by influencers and business units in Thailand. The data were collected qualitatively by
using research instruments including structured and unstructured interviews as well as observations,
and a literature review was also a crucial part of the study. Five key informants were part of the data
collection. Meanwhile, practitioners and general informants were also interviewed to help understand
influencer marketing in the Thai context. The findings indicated a number of factors that affect
consumer perceptions including personality, authenticity, consistency, networks, and value, which
must be considered when implementing the strategy. The findings contribute significant knowledge,
proposing innovative marketing and communication strategies which can be used in modern
communication.