The Role of Influencers in Trust and Healthcare Behavior Imitation Among Generation Y in Southern Thailand
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Abstract
This study aimed to: 1) examine the influence of influencer roles on trust in health care; 2) investigate the influence of influencer roles on the imitation of healthcare behaviors; and 3) analyze the effect of trust on the imitation of healthcare behaviors among Generation Y in Southern Thailand. This research adopted a quantitative research design. Data were collected using a structured questionnaire from 420 respondents selected through multi-stage sampling. The data were analyzed using descriptive statistics, Pearson’s correlation, and multiple regression analysis. The findings revealed that influencer roles in terms of credibility, communicated content, and interaction exerted significant positive effects on trust, explaining 71.20% of the variance in trust (Adj. R² = 0.712), and influencer roles in terms of credibility, communicated content, interaction, and trust significantly and positively influenced the imitation of healthcare behaviors, accounting for 67.50% of the variance in healthcare behavior imitation (Adj. R² = 0.675). The findings indicate that influencer credibility, communicated content, and interaction are interrelated factors in fostering followers’ trust. Trust serves as a crucial mechanism through which influencer roles contribute to the imitation of healthcare behaviors among Generation Y in Southern Thailand. These findings highlight the importance of developing high-quality communication strategies that strengthen trust and encourage appropriate healthcare behaviors.
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