Thai Social Media Influencers' International Social Practices and Definition of Source Credibility Perceived by Their Audiences during the Outbreak of COVID-19

Abstract

This study identified Thai macro and micro social media influencers’ social practices that are connected to global trends and definition of source credibility perceived by their audiences during the Thai Government's lockdown period due to the outbreaks of COVID-19. The study was driven by the theory of self-presentation and two-step flows. Ten in-depth interviews with informants in the Millennial Generation who had followed Thai macro-influencers (100,000 to 1,000,000 followers) and micro-influencers (10,000 to 100,000 followers) on social media for at least 6 months showed four social practices that were connected to global trends; revealing stay-at-home activities, showing concern for audiences’ well-being, performing intimacy with closed ones, and replaying past performance. The perceived trustworthiness was reflected in the content that showed influencers’ ability to provide clear explanation and honesty. The perceived expertise was reflected in the content that showed influencers’ experiences in the field of their expertise, skills, and knowledge. The perceived attractiveness was reflected in positive personality, presentability, and beautiful relationships with influencers’ loved ones.