International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 11, Issue 12 (December 2024), Pages: 13-21

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 Original Research Paper

Developing effective influencer strategies for the modern digital era

 Author(s): 

 Chanatda Chantanasewi, Sumaman Parnkam *

 Affiliation(s):

 College of Digital Innovation Technology, Rangsit University, Lak Hok, Thailand

 Full text

  Full Text - PDF

 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0009-0002-6821-7049

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2024.12.002

 Abstract

Influencers have become a central part of modern marketing, with brands increasingly using them to build awareness and boost sales on social media. This study aims to develop effective strategies for creating influencers within Thailand's online media environment. Using a mixed-methods approach, the research identifies four main components for influencer creation: audience, endorser, social media manager, and influencer marketing. Data analysis included 36 indicators and key elements of influencer roles. Results showed that influencer marketing had the highest importance, with a component weight of 0.99, followed by social media management. The endorser and audience had component weights of 0.97 and 0.84, respectively. These results indicate that these factors can support the creation of successful marketing strategies and a strong brand identity.

 © 2024 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Influencer marketing, Social media, Brand identity, Marketing strategy, Online media

 Article history

 Received 3 July 2024, Received in revised form 26 October 2024, Accepted 15 November 2024

 Acknowledgment

No Acknowledgment.

 Compliance with ethical standards

 Ethical considerations

This study was approved by the Ethics Review Board of Rangsit University, Thailand (COA number: RSU-ERB2023-122). Informed consent was obtained from all participants, and their confidentiality was ensured. 

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Chantanasewi C and Parnkam S (2024). Developing effective influencer strategies for the modern digital era. International Journal of Advanced and Applied Sciences, 11(12): 13-21

 Permanent Link to this page

 Figures

 Fig. 1 Fig. 2

 Tables

 Table 1 Table 2 Table 3 Table 4 

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