Abstract
The rise of social media culture has empowered internet-famous individuals, commonly referred to as influencers, to generate commercialized media content across various social media platforms. In particular, the emergence of social media culture is growing significantly, especially within the realm of online commerce. Using a social semiotic multimodal approach, this paper investigates the strategies employed by Thai social media influencers to curate engaging and transaction-oriented content on platforms such as TikTok and Instagram, presenting an image of authenticity and realness online. Additionally, this paper examines the practices of three prominent Thai influencers and how they collaborate with sponsored brands to balance promotional materials with their self-representation on social media. It aims to provide insights into understanding influencer practices and the conditions for managing business outcomes while maintaining audience engagement in Thailand's digital economy.
Author Information
Nunnapan Puathanawat, Mahidol University International College, Thailand
Paper Information
Conference: KAMC2024
Stream: Media Studies
This paper is part of the KAMC2024 Conference Proceedings (View)
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To cite this article:
Puathanawat N. (2024) Authenticity and Monetization Practices of Thai Influencers on Instagram and TikTok ISSN: 2436-0503 – The Kyoto Conference on Arts, Media & Culture 2024: Official Conference Proceedings (pp. 195-206) https://doi.org/10.22492/issn.2436-0503.2024.19
To link to this article: https://doi.org/10.22492/issn.2436-0503.2024.19
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