Author Information
Pattaranun Waitayasin, Srinakharinwirot University, ThailandAbstract
The research examined and analysed data pertaining to the components, key characteristics, and personal brand identity of prominent individuals who have created online media in the current context. This is a mixed-method research. The sample group is influencers on YouTube channels with more than 1 million subscribers and content related to diary vlogs, entertainment programs, and interviews. The researcher employed quantitative data collection by using a coding sheet related to the components of online media creation, focusing on 15 channels on the YouTube platform. Each channel selected 20 video clips for data collection using simple random sampling. Qualitative data collection was conducted by in-depth interviews with 10 influencers who produce content on YouTube channels by using snowball sampling. The researcher found that the five most significant components of influencer branding through online media creation on the YouTube platform were as follows: (1) Establishing a humorous and entertaining identity (30.12%), (2) Developing an identity that emphasizes storytelling and the dissemination of knowledge (20.15%), (3) Generating interest by inviting celebrities from other channels to participate in video clips (14.85%), (4) Producing content that aligns with current trends (8.24%), and (5) Creating an identity that highlights physical attractiveness, such as beauty, handsomeness, or a pleasant personality (7.47%), which corresponds with the qualitative data collected. Additionally, celebrities continue to place importance on defining their roles and maintaining a consistent image through social media, often portraying characteristics such as calmness, intelligence, and unique perspectives, with audience engagement playing a crucial role in shaping content direction.
Paper Information
Conference: ACAH2025Stream: Media
This paper is part of the ACAH2025 Conference Proceedings (View)
Full Paper
View / Download the full paper in a new tab/window
To cite this article:
Waitayasin P. (2025) The Study of Thai Influencer’s Component in Personal Branding Creation Through the Use of Digital Media ISSN: 2186-229X – The Asian Conference on Arts & Humanities 2025 Official Conference Proceedings (pp. 499-512) https://doi.org/10.22492/issn.2186-229X.2025.41
To link to this article: https://doi.org/10.22492/issn.2186-229X.2025.41
Comments
Powered by WP LinkPress