Strategic Political Marketing of Thanathorn Juangroongruangkit

Abstract

The research aims to study factors affecting political marketing concepts and  the implementation plan of Thanathorn Juangroongruangkit.

Bruce I. Newman’s concept and political marketing theory are used as a  framework by using primary data collected by in-depth interviews and documentary  research. 

            The result shows that factors affecting Thanathorn’s political marketing  concepts in the political context, that affected Thanathorn's political campaign. This is  connected to a change (Structure Shifts) of political landscape in line with the 2017  constitution. The revised election law is a barrier for Thanathorn and The Future  Forward Party, while other political parties and politicians are a factor affecting his  political marketing concepts. Besides, the technological transformation has become a  positive factor for a successful political marketing strategy.

For political-strategic approaches, Thanathorn has equally created his  positioning as prime minister before and after the election until the disqualification.  The target group is determined by attitudes, and preferences which are like-minded  person and familiar with social media. Also, his image, the understanding and ability to  use social media across multiple channels. This makes it easy to succeed with  teenagers, especially first-time voters.