| Title: | Thai Consumer Behaviour in the Digital Age: The Role of Influencer Marketing and Social Media in Driving Online Sales |
| Author: | May Sandar Thaung |
| Advisor: | รศ. ดร.จอมพงศ์ มงคลวนิช – Assoc. Prof. Dr. Jomphong Mongkhonvanit |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2569 (2026) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 19th National and International Academic Conference 2026 pp. 1504-1517 Conference Publication Year: 2569 (2026) View |
Abstract
In the era of digital transformation, Thailand has experienced a paradigm shift in consumer behavior, heavily influenced by social media platforms and influencer marketing. With the proliferation of internet access and smartphone usage, Thai consumers are increasingly relying on digital channels to make informed purchasing decisions. This research investigated how social media and influencer marketing drive online sales among Thai consumers. By using quantitative data collection via surveys, the study explored the effectiveness of influencers, trustworthiness, engagement, and platform preferences in shaping purchase intention. Findings reveal that influencers play a critical role in product discovery, especially among younger demographics, and that platforms like Instagram, Facebook, and TikTok are central to influencing online shopping behavior. The study provides recommendations for brands looking to leverage digital strategies in Thailand’s vibrant e-commerce landscape.
Keywords: influencer marketing, online purchase intention, consumer behavior, perceived trust, Thai consumer.