Totem：2025泰国网红营销研究报告（英文版）（20页）.pdf

1、INFLUENCER MARKETING MINI-REPORTTHAILANDCOUNTRY SURVEYTHAILANDThailand boasts high internet penetration(85.3%)and over 8 hours of average daily online activity.Social commerce and influencer engagement are highly developed,especially on TikTok,Facebook,Shopee,and LINE.Influencers are central to prod

2、uct discovery,with livestream selling embraced by 86%of consumers.Consumers respond well to entertaining,community-driven,and politically aware content.While mega-influencers drive reach,micro and mid-tier influencers build trust and conversion.The digital marketing environment is evolving,with ad s

3、pend shifting from TV to online.Social platforms often serve as both discovery and transaction channels.BANGKOKINFLUENCERS&SOCIAL COMMERCEMALDIVESMALAYSIAPHILIPPINESTHAILANDVIETNAMINDONESIASINGAPOREHONG KONGTAIWANJAPANTHAILANDGLOBAL ECONOMY#27 RANKEDJAPANCHINA91%ARE INTERNET USERSPopulation71.6 MILL

4、IONSOUTH KOREATHAILANDINDIA51 Million Social Media UsersMovies,MusicElectronicsAutoSports GearGamingTravelF&BFashionBeautyMARKETSEnthusiasm for social commerce and influencers varies widely across Asia.We find some markets and categories which are centered around more basic channels,while others emb

5、race a wide range of activities and mix those activities in novel,innovative ways.The varying levels of enthusiasm in the region are a result of;(1)consumer habits,routines and culture,(2)sophistication of marketing tactics,and(3)the channels available per market.TikTok is a major driver of enthusia

6、sm at a country/market level.In markets where TikTok is established and fully functional(has“shops”),enthusiasm is higher.In markets where TikTok is limited(Japan&S.Korea)or banned(India),social and influencer enthusiasm is notably lower.Live CommerceMarketplacesWebsitesP2P SellingSocial ChannelsMes