Communication Patterns and Strategies and Ethics of Online Influencer in Thailand.
รูปแบบการสื่อสาร กลยุทธ์และจริยธรรมการตลาดผู้ทรงอิทธิพลออนไลน์ในประเทศไทย
by Chanyapatch Wongwiwat
Title: | Communication Patterns and Strategies and Ethics of Online Influencer in Thailand. รูปแบบการสื่อสาร กลยุทธ์และจริยธรรมการตลาดผู้ทรงอิทธิพลออนไลน์ในประเทศไทย |
Author(s): | Chanyapatch Wongwiwat |
Contributor(s): | NIDA. The Graduate School of Communication Arts and Management Innovation |
Advisor: | Warat Karuchit |
Degree name: | Master of Arts (Communication Arts and Innovation) |
Degree level: | Thesis |
Degree discipline: | Master of Arts (Communication Arts and Innovation) |
Degree grantor: | National Institute of Development Administration |
Issued date: | 11/3/19 |
Publisher: | NIDA |
Abstract: |
This research aims to (1) study Thailand online influencers’ marketing communication styles (2) study Thailand online influencers’ marketing communication strategies (3) study Thailand online influencers’ marketing communication ethics in order to compile into best practice guidelines. This is a qualitative research using document analysis and in-depth interview. The results revealed that online influencers’ communication can be separated into 3 styles including picture with accompanying text, video with accompanying text, and live broadcast. The use of various communication styles Inevitably affecting access to the content of online influencers
From the study, it is possible to summarize content creation strategies of online influencers into 6C strategies including Contemporary Content, Creative Content, Clear Content, Channel-Diversified Content, Characteristic-Consistent Content, and Content-Marketing-Based Content. As for the ethics of online influencers, the ETHIC concept can be summarized into 5 main principles including Experience (using the product), Timeliness, Honest (with followers), Impartial (reviewing), and Concerned of Society. |
Description: |
NIDA, 2019 |
Subject(s): | Business |
Keyword(s): | การตลาดผู้ทรงอิทธิพลออนไลน์
กลยุทธ์ทางการสื่อสารทางการตลาดผู้ทรงอิทธิพลออนไลน์ จริยธรรมของการสื่อสารทางการตลาดผู้ทรงอิทธิพลออนไลน์ |
Type: | Thesis |
Language: | th |
Rights holder(s): | NIDA |
URI: | https://repository.nida.ac.th/handle/662723737/5150 |
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