COMMUNICATION FEEDBACK OF ONLINE SOCIAL MEDIA USERS TOWARDS THE CASE OF DRAFT BEER SALE IN CONVENIENCE STORES

Abstract

                This research aims to explore and analyze the content of participation in communication feedback of online social media users towards the case of draft beer sale in convenience stores.  This is a mixed method research. Data collection from three online social networks which are Facebook page “Drama Addict”, YouTube, application “LINE TODAY”, and communication science usage as a framework for content analysis. As it is discovered the overall information perception about draft beer sale in convenience stores is not agreed by most media users because Thailand’s rules of law is largely weak. The lack of responsibility to support the liquor business that is conducive to big capitalists because the prominent person is entitle to the capitalist group.  Media user behaviors focus on expressing opinions informatively about the Alcoholic Beverage Control Act.  The content format is expressed as satirical and ironic such as being sarcastic about police performance, law, and poor quality of society.  The elements in marketing strategy most emphasized by media users are from place of distribution, convenience, and sale time those are generating sales strategy – creating a news flow is a marketing communication plan to use media space for communicating the experience of draft beer trading, or the convenience provided by convenience stores to drinkers.  The issue most discussed by media users is social responsibility in terms of consumers, distributors, and the government.  Reflections on the problem of selling draft beer and alcoholic beverage in convenience stores are reflected in political and legal issues by most media users.