The Communication Strategy of the Khon La Khrueng Plus Policy on Social Media of the Thai Government

Khengnukhro, Venus; Sridee, Supaporn; Panyavuttrakul, Hareuthai

The Communication Strategy of the Khon La Khrueng Plus Policy on Social Media of the Thai Government

James Alexander Gordon on 10th November 2025

Author Information

Venus Khengnukhro, Sukhothai Thammathirat Open University, Thailand
Supaporn Sridee, Sukhothai Thammathirat Open University, Thailand
Hareuthai Panyavuttrakul, Sukhothai Thammathirat Open University, Thailand

Abstract

This Article presents a conceptual The Khon La Khrueng Plus program, an extension of Thailand's original Khon La Khrueng scheme, is a government economic stimulus measure designed to mitigate the impact of the pandemic. The program structure involves the government co-paying 50% of the cost of goods and services, with citizens paying the remaining 50% through the government's official Pao Tang mobile application, with a daily spending limit of 200 THB per person. This study aims to investigate the form and strategy of the Thai government's policy communication for the Khon La Khrueng Plus program on social media. Drawing upon the concept of Strategic Communication and Framing Theory, the government primarily presented the policy's benefits in tangible aspects, such as a measure to reduce citizens' cost of living, a short-term economic stimulus, and an effort to elevate the country towards a digital society. The communication style used emphasized credibility and ease of use to build citizen confidence in maximizing their participation in the program, exemplifying a blend of digital governance and public engagement in the country. It is recommended that the government implements a more robust mechanism to verify actual transactions to prevent potential corruption, both in this policy and in future public initiatives.