Alcohol brand communications on social media in Thai society

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Jhitsayarat Siripai


This research article explored strategies and content formats of alcohol brand communications on social media in Thai society in 2019. This qualitative research analyzed the content of alcohol brands as posted on popular Facebook Fan Pages in Thai society. The total number of posts from Chang World, Singha Corporations, and Meridian Brandy Facebook Fan Pages was 1,038. The study found that the two crucial and most used brand communication strategies were creating emotional branding and marketing promotions through various marketing activities. Moreover, “Chang” and “Singha” were the two brands that communicated the most on social media during that time. As for the content formats, it was found that each brand had unique and different content forms and positioning. For example, “Chang” focused on content about fun and friendship to attract teenagers through music and sports activities while “Singha” emphasized inspirational content such as hard work as a key to success and CSR to build a corporate image and to communicate with working adults. The knowledge gained from this study could be applied to alcohol brand communication studies, brand personality building, logo construction, and brand positioning. Since in Thailand alcoholic beverages are controlled products and are against the morality of Buddhism, alcohol brand communication and marketing are therefore unique and different from other products.



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