This study explores the qualitative dimensions of social media influencers, cultural values, and technology in shaping consumer purchasing behavior in Brunei Darussalam. Employing a thematic analysis of in-depth interviews with five social media influencers, the research highlights how Brunei’s unique cultural framework influences consumer trust, purchase behavior, and the digital strategies of influencers. The qualitative findings suggest that while trust in influencers is developing, technological limitations and cultural conservatism still present significant challenges to e-commerce in Brunei. These insights provide practical implications for businesses seeking to navigate Brunei’s cultural and digital landscape. Future research should investigate the role of technology in overcoming these barriers.