The rise of the internet has changed consumer's lives, social media platforms were used as marketing tools. Marketers will increase focus on influencer marketing to draw to younger consumers and expect to reach more potential customers as it is an effective way to promote products and services; meanwhile, those influencers can help to build brand awareness through the widespread of content posted. This study aims to examine the effect of social media influencers’ characteristics on consumer purchase intention toward Thai premium skincare brands in Thailand through brand image and brand trust as well as to investigate consumer perception of brand equity after being exposed to paid or sponsored posts promoted by social media influencers who they followed. The TEARS model was used as a measurement of influencer endorsement effectiveness. A quantitative approach was used to collect responses from a total of 284 respondents who were selected through the target population. Based on the regression analysis, all the influencers’ characteristics which consisted of TEARS dimensions demonstrated a significantly positive influence with brand image, brand trust and purchase intention. The results indicate that trustworthiness, attractiveness, and Similarity have a significantly positive influence on brand image, whereas trustworthiness, respect, similarity and brand image have a significantly positive influence on brand trust. Finally, it was found that brand image and brand trust have a significantly positive influence on Purchase Intention. The study implies that marketers and brands should pay more attention to the factors including the similarity as it was the most influential when influencing customer purchase intention, and followed by Trustworthiness and Brand Trust.

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