FACTORS ARE SUPPORTING INSTAGRAM FOOD INFLUENCER TO GAIN CUSTOMER LOYALTY

Abstract

The purpose of this study was to investigate factors that support Thai customer loyalty on Instagram food influencer. The focusing factors are trust, influencers’ commitment, satisfaction, influencer content and customer loyalty. Since people take more attention on actual review by real user and that create Influencer marketing. However, on influencer view there are still needs an explanation of what factors that have potential to drive customer loyalty on Instagram food influencer. The data were collected from 21 Instagram followers and 4 Instagram food influencers. The research finding illustrated satisfaction, influencer content and trust were influenced followers to continue following food influencer on Instagram which driven the customer loyalty. Followers’ satisfaction could be influenced by the follower expectations which are new things about food and restaurants that were different from others existed restaurants. Influencers content that could drive the customer loyalty should have exciting presentation and provide some information’s about the content. And the trust also has potential to drive customer’s loyalty by influencer should review with honesty from their experienced and increase the number of followers as much as possible The results and recommendations would be useful for food influencer to maintain and increase the number of followers on Instagram platform.