การสื่อสารตราสินค้าบุคคลผ่านเครือข่ายสังคมออนไลน์ของคนดังข้ามคืน / ยุทธิพงศ์ แซ่จิว = Communication of personal branding through social media in the case of overnight celebrity / Yuthipong Sae-jew
To analyze and explain the overnight celebrity or the internet celebrity phenomenon to 1. Approach to personal branding of overnight celebrity. 2. Communication of personal branding through social media and 3. Content of overnight celebrity. Qualitative research methodology is used. In-depth interview with 5 overnight celebrities in 2010-2012 and 5 online branding specialists and document analysis approach. The Results are as follows: social network play a huge role in the audience and social media is an extremely important tool to reach consumers. The difference is that the choice of the appeal types of people in the audience. Personal branding on social network, it is very important. It not only gives the sender is different from another. But also be applied to many other benefits. YouTube is a popular tool used for personal branding. However, it is necessary to use other tools to communicate concurrently with. It is important to enable the sharing for word-of-mouth to the audience. Nevertheless, the issue should be examined further through a larger sample group for the accuracy and reliability of the findings.
