Communication Approaches of Beauty and Health Influencers in Social Media

บทคัดย่อ

“Communication Approaches of Beauty and Health Influencers in Social Media” is an article employing qualitative research through content analysis, in-depth interview, data collection from electronic media and other relevant sources. The result has shown that the communication strategies of online influencers, who have aimed to share their knowledge, experience, and expertise on social media, require creativity, continuity and appropriate communication channels. This is meant to be suitable with the exposure behavior of the target group. What is also important is the sincerity of the content that must focus on the benefits of the audience as well as show a strong attitude in being a good example. Moreover, these online influencers have expected to receive positive response from the followers in return. However, they must further be careful of the content presented and must not lead to the creation of false beliefs or for the purpose of any outcome which is for the personal benefit of the business owner.