The Study of Influencer Marketing Among Generation Z in Thailand: Types of Contents, Frequency, and Platforms

Abstract

This study aims to determine the characteristics of influencer marketing in Thailand in terms of frequency of content broadcasting, types of the content, and number of influencer’s platform. The study has collected the data for the recent 6 months from 140 influencers in Thailand. The results show the types of influencer content, number of the posts, the media channels, number of the followers and subscribers, and its effects. The empirical findings are that there is significant relationship between the characteristics of influencer content on the number of followers or subscriber in Thailand. This can contribute to those influencer marketers which attempt to increase their number of followers and subscribers.