Communication Patterns and Strategies and Ethics of Online Influencer in Thailand.

Abstract

This research aims to (1) study Thailand online influencer marketing communication styles (2) study Thailand online influencer marketing communication strategies. This is a qualitative research using document analysis and in-depth interview. The results revealed that online influencer 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. 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.