DEVELOPING ISEA STRATEGY FOR BUILDING ONLINE INFLUENCERS

In the contemporary landscape characterized by advanced technologies, online influencers have emerged as prominent figures across various sectors. Therefore, it is imperative to develop and analysethe ISEA (Influencer Strategy for Enhancing Authenticity) framework to gain comprehensive insights into its efficacy. This study aims to explore innovative concepts and identify key success factors associated with this strategy. The research employs a mixed-methods approach, integrating qualitative analysis from 21 experts using fuzzy logic techniques with quantitative analysis of 10,000 Thai online influencer profiles, representing 800 unique users. The findings reveal that the ISEA strategy encompasses four crucial components: Influencer Marketing, Social Media Management, Endorsers, and Audience. Hypothesis testing indicates that all four components significantly impact the effectiveness of online influencers, with Influencer Marketing emerging as the most influential, followed by Social Media Management, Endorsers, and Audience in descending order of impact. These results underscore the significance of each component in the successful development of online influencers, offering valuable insights for marketers and prospective influencers. Furthermore, the study emphasizes the necessity of a holistic approach that integrates all four components to establish a distinguished and impactful online influencer presence.