The Influence of Social Media Influencer Live Streaming on Gen Z  Consumers' Purchase Intention in Thailand

Narupon Sengsuebphol

Authors

Narupon Sengsuebphol Faculty of Business Administration, Panyapiwat Institute of Management

Keywords:

Social media influencers, Trust, Purchase intention, S-commerce (social commerce)

Abstract

This study investigates how influencer marketing, particularly through live streaming, influences consumer trust in influencer’s image and purchase intention on social media platforms. A quantitative web-based survey was conducted using random sampling approach with 270 Gen Z participants in Thailand. The findings indicate that influencer live streaming significantly influences trust, which subsequently influences purchase intention. While influencer marketing also positively influences purchase intention, influencer live streaming exhibits a stronger association with both trust and purchase intention. These results suggest that live interaction and real-time demonstrations during influencer live streams foster trust and ultimately drive purchase decisions among Gen Z consumers. This research offers valuable insights for manufacturers, sellers, and consumers. Manufacturers can leverage influencer live streams with cost-effective sponsored content and real-time product demonstrations to build trust and boost sales. Sellers should prioritize building consumer trust by ensuring influencers have a deep understanding of the products they promote. Consumers benefit from a wider range of products and activities offered through live streams. Finally, influencers who showcase positive results from their activities can enhance consumer trust and increase their audience base for future advertising opportunities.

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The Influence of Social Media Influencer Live Streaming on Gen Z Consumers' Purchase Intention in Thailand

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