The influencing factors of social media influencers on brand selection, focusing on beauty content in Thailand.

Abstract

The purpose of this paper is to identify the key success factors that social media influencers have impact on beauty brand selection in Bangkok, Thailand. The outcome is expected to be useful as criteria for marketers or advertisers to select the right influencers to promote their beauty brand. The data were derived from online survey through questionnaires. The respondents are social media user who had been experienced social media influencer content related to beauty products or services within the past 3 months. The findings of this research illustrate that high frequency of time that the audiences are exposed to the influencers, and social media platform like Instagram, have influence on the intention to buy. While credibility and attractiveness of the influencers impact on brand selection of beauty products or services.