PERSUASION IN THE CONTEXT OF INFLUENCER MARKETING

Authors

  • จักรพันธ์ กิตตินรรัตน์ หลักสูตรบริหารธุรกิจมหาบัณฑิต มหาวิทยาลัยราชภัฏพระนคร
  • อรณัฏฐ์ นครศรี คณะแพทย์ศาสตร์วชิรพยาบาล มหาวิทยาลัยนวมินทราธิราช
  • อาภาภรณ์ หาโส๊ะ หลักสูตรบริหารธุรกิจบัณฑิต มหาวิทยาลัยราชภัฏพระนคร

DOI:

https://doi.org/10.14456/jirgs.2023.20

Keywords:

Persuasion, Influencer, Influencer Marketing

Abstract

Today marketers are interested in using influencer marketing to persuade consumers by presenting products through channels of persons or organizations being social media influencers, which can directly access consumers’ interests. It has been used as a digital marketing strategy for in a short term and long term for retailers. Influencers can be divided into 5 levels according to the number of followers as follow: 1) nano-influencers, 2) micro-influencers, 3) mid-tier influencers, 4) macro-influencers, and 5) mega or celebrity influencers. Influencer marketing is considered a powerful marketing tool as long as influencers selected are the right persons, at the right place, at the right time, and with the right product according to what influencers are good at, leading to quality content produced and gaining an effective marketing tool. However, mismatch between influencers and brands by choosing irrelevant and unqualified influencers for the brand or whose content is presented in a way that is too advertised and persuasive can leave consumers feeling biased in presentation. This can negatively affect the credibility of the influencer and the brand. Therefore, it is essential to select the right influencer that is qualified for the brand.

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Published

2023-08-23

How to Cite

กิตตินรรัตน์ จ., นครศรี อ., & หาโส๊ะ อ. (2023). PERSUASION IN THE CONTEXT OF INFLUENCER MARKETING. Thai Interdisciplinary and Sustainability Review, 12(1), 230–240. https://doi.org/10.14456/jirgs.2023.20