The Influence of Social Influencers on Awareness of ‘Don’t Drink and Drive’ Social Marketing Campaigns among Thai Youth
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This study examines the influence of social influencer credibility on awareness of the "Don't Drink and Drive" (DDD) social marketing campaign among Thai youth. Drunk driving remains a major public safety concern in Thailand, particularly among young adults who are highly active on social media platforms. Grounded in the Source Credibility Model, this research investigates how three influencer attributes—attractiveness, expertise, and trustworthiness affect campaign awareness. A quantitative cross-sectional survey was conducted with 450 respondents aged 18–24 in Bangkok and Nakhon Ratchasima, Thailand. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that all hypothesized relationships are supported. Expertise emerged as the strongest predictor of trustworthiness (β = 0.526) and also showed the strongest direct effect on DDD campaign awareness (β = 0.267). In addition, trustworthiness significantly mediates the relationships between both attractiveness and expertise with campaign awareness. The findings extend the Source Credibility Model to a prosocial communication context and provide practical insights for policymakers and social marketing practitioners in designing effective influencer-based road safety campaigns targeting young audiences.
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