Components of Prominent Beauty Influencers in Thailand during the Digital Era

Abstract

Marketing and marketing communication in the digital age have reshaped the way consumers interact with brands and make purchasing decisions. Within this dynamic environment, social media has become a dominant platform where influencers act as opinion leaders, shaping perceptions and guiding consumer behavior. In Thailand—where the beauty industry is highly competitive and social media engagement is among the highest in Southeast Asia—beauty influencers play a particularly influential role in promoting trust, authenticity, and cultural resonance. This study aims to identify the essential components that characterize prominent beauty influencers in the Thai digital context. A quantitative research design was employed using survey data collected from 645 consumers across five regions of Thailand. The data were analyzed using Exploratory Factor Analysis (EFA) to determine the underlying dimensions of influence. The findings reveal five key components defining influential beauty opinion leaders: (1) Diverse Identity and Image, reflecting inclusivity and representation; (2) Credibility and Responsible Communication, emphasizing transparency and ethical engagement; (3) Expertise and Role Model Image, highlighting knowledge, professionalism, and inspiration; (4) Sociocultural Relevance, demonstrating alignment with Thai cultural values and social trends; and (5) Communication Style and Image Presentation, focusing on aesthetic consistency and audience connection. These findings contribute to both theoretical and practical domains by enhancing understanding of influencer marketing within Southeast Asian cultural contexts. Practically, they provide insights for marketers, brands, and content creators in designing strategic communication frameworks that strengthen consumer trust, foster authentic engagement, and promote positive digital citizenship through beauty influencers in Thailand.