Developing effective influencer strategies for the modern digital era

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.