Election Campaign Strategies of Candidates for the Chief Executive Officer of the Nakhon Si Thammarat Provincial Administrative Organization: A Case Study of the B.E. 2567 (2024) Election

Abstract

This research aims to 1) study the election campaign strategies of the candidates for the Chief Executive Officer of the Nakhon Si Thammarat Provincial Administrative Organization, and 2) compare the election campaign strategies of the candidates for the Chief Executive Officer of the Nakhon Si Thammarat Provincial Administrative Organization. The methodology employed was qualitative research, utilizing the political marketing framework to analyze data gathered from in-depth interviews and content analysis of the candidates' online media.The results revealed that: 1) The candidates combined political communication strategies (a Hybrid Strategy), incorporating both direct public engagement and the use of digital media, particularly Facebook and TikTok, to effectively build image, credibility, and reach target audiences; and 2) The comparison of strategies reflected a difference between traditional politics, used by candidates 1 and 3, which relied on local networks, and modern politics, used by candidates 2 and 4, which adapted to the digital age to build a stronger image.This research offers practical implications for candidates in applying data-driven hybrid strategies. It also provides managerial recommendations for developing digital communication skills and suggests that relevant agencies should promote public participation to foster a stronger local democracy.