Source Credibility, Message Quality, and Channel Effectiveness in SDG Influencer Marketing: Empirical Evidence from Thai Consumers
Keywords:
Source Credibility, Message Quality, Channel Effectiveness, Influencer Marketing, Sustainable Development GoalsAbstract
This study examines association pathways within the SMCR (Source–Message–Channel–Receiver) framework in the context of SDG Influencer Marketing - defined as influencer-mediated communication linking brands, products, or consumer behaviors to sustainability themes. Data were collected from 332 Thai consumers who had encountered SDG-related influencer campaigns. Multiple regression and sequential model comparison were employed as primary analytical methods. Channel Effectiveness (CH) emerged as the dominant predictor (β = 0.285, p < .001), contributing the largest incremental variance explanation compared to all other predictors (ΔR² = +.082). Source Credibility (COM) and Message Quality (MSG) did not reach significance in the full model (p > .05); however, given VIF values below 2.0 for all predictors, this pattern reflects indirect association pathways mediated through channel effectiveness rather than multicollinearity. The full model explained 20.5% of variance in sustainable behavioral outcomes (Adjusted R² = .195). These findings challenge the conventional SMCR assumption that source credibility is the primary driver of communication effectiveness. In Thailand's social media ecosystem, the channel functions as the principal determinant of SDG communication response not merely a conduit for message transmission. Marketers and policymakers seeking to advance SDGs through influencer campaigns should therefore prioritize platform selection before content development.
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