Trust level in sponsored content from influencers among consumers SEA 2023

Published by Leander von Kameke, Sep 25, 2023
According to a 2023 survey on influencer marketing, 51 percent of respondents of all generations from Southeast Asia indicated a neutral attitude towards sponsored content from influencers. Another 27 percent of respondents answered that they trusted sponsored content from influencers a little.

Level of trust in sponsored content from influencers among consumers in Southeast Asia as of July 2023

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Release date

September 2023

Region

Indonesia, Philippines, Singapore, Vietnam, Thailand

Survey time period

July 1 to 10, 2023

Number of respondents

2,500 respondents

Age group

16 years and older

Special properties

overall data of all generations

Method of interview

Online survey

Supplementary notes

Original question: "How much do you trust, if at all, sponsored content from influencers?"
N=500 respondents each in Singapore, Thailand, Vietnam, Indonesia, and the Philippines

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Overview

4

Leading markets

4

Social media platforms

4

Influencers

4

Audience

3

Consumer behavior and preferences

5

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