Trust level in sponsored influencer content among consumers SEA 2023, by generation

Published by Leander von Kameke, Sep 25, 2023
According to a 2023 survey on influencer marketing, over half of the respondents from generations Z, Y, and X indicated a neutral attitude towards sponsored content from influencers in Southeast Asia. At 22 percent, generation X had the highest share of respondents stating not to trust influencer marketing to some degree.

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

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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

Method of interview

Online survey

Supplementary notes

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

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