อิทธิพลของการรับรู้ความน่าเชื่อถือของอินฟลูเอนเซอร์ด้านกีฬาฟุตบอลในสื่อสังคมออนไลน์ต่อทัศนคติและพฤติกรรมของผู้ติดตาม

This study aims to examine the influences of perceived credibility of football social media influencers (SMI) on followers’ attitudes and behaviors. Credibility is categorized into three dimensions: trustworthiness, expertise, and attractiveness. The dependent variables include followers’ attitudes and behavioral responses. Employing an exploratory survey research design, data were collected from 113 online users who have followed football SMI on digital platforms. A questionnaire was used as the research instrument, and data were analyzed using descriptive statistics, Pearson’s correlation coefficient, and multiple regression analysis. The findings indicate that the expertise and trustworthiness dimensions significantly influence positive attitudes toward influencers. Meanwhile, the attractiveness dimension has a strong impact on followers’ behavioral responses. Furthermore, the results show a positive correlation between followers' attitudes and their behavioral engagement with football SMI.