The Impact of Social Media Influencers on Customer’s Brand Engagement and Purchase Intention: A Case Study of Food Review Influencers on Social Media in Thailand
DOI:
https://doi.org/10.65205/jmsr.2026.e283246Keywords:
Social Media Influencer, Brand Engagement, Purchase IntentionAbstract
This study aims to examine the impacts of social media influencers on brand engagement and consumers’ purchase intention, as well as the impact of brand engagement on purchase intention. The study focuses on food review influencers within the Thai social context. A quantitative research design was employed. The sample consisted of 400 consumers who follow food review influencers on Facebook fan pages: Starvingtime, Peach Eat Laek, and Momtanaddak. Data were collected through an online questionnaire and analyzed using descriptive statistics and structural equation modeling (SEM). The findings reveal that social media influencers have a significant positive impact on brand engagement (β = 0.77, p < 0.001) and consumers’ purchase intention (β = 0.74, p < 0.001). In addition, brand engagement plays a significant role in linking this positive influence to consumers’ purchase decisions (β = .20, p < .001). These results indicate that contemporary consumers are no longer passive recipients of marketing information; rather, they actively interact, express opinions, and participate in brand-related activities, which ultimately influence their purchasing behavior. This study highlights the importance of social media influencers as a social mechanism shaping consumer behavior. The findings provide practical implications for marketing communication planning, influencer selection, and the development of brand–consumer relationships in the food and service industries, particularly within the context of Thai society.
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