BLOGGERS AND SOCIAL MEDIA: NEW TRENDS IN THAI’S SOCIETY

Abstract

Social media is a powerful tool to significantly change the consumer’s attitudes towards products and services. Products’ information can be easily shared and transmitted to new and current consumers via social media (i.e., Facebook, Twitter, and weblog). Marketers and advertising agencies consider social media to be a cost-effective method to convey relevant messages to consumers. Recently, educators employed the social media as an effective teaching method.
Marketers desire to employ social media as a mean to reach out to the niche markets or consumers who have a unique lifestyle. Therefore, the bloggers are under the spotlight as the persons who are early adopters. The innovation diffusion theory suggests that this group of people will be able to influence the other groups by sharing experiences and information (Rogers, 1995). Marketers and advertising agencies consider this group to be a powerful and influential group. Bloggers are a subset of a small society that has a different context who resides within the same social group. The social media has a tendency to change people’s beliefs, behaviors, and attitudes towards products or services if used efficiently.