Hasun Dried Seafood: The Effectiveness of Social Media Storytelling in Purchasing Decisions of Consumers

Abstract

The study on how storytelling affects consumers decision to shop online. case study Hasan Dried Seafood, Satun Province. an analysis of the storytelling of Mr. Anurak Sanruetai or Ms. Hasan was analyzed by analytical method. Textual analysis and secondary data analysis from the presentation of stories related to Hasan's narrative on social media and television media, as well as from documentary research at relates storytelling in social media to explain the phenomenon. It was found that Hasan's storytelling creates additional product value and can increase consumer demand for purchases. As Hasan has used storytelling techniques to communicate product content through live broadcasts via Facebook Live. By communicating the content about the product through storytelling, step by step. Start with the opening of the sale by introducing an overview of the products that are sold each time. Then, related stories are brought to be linked to the products. With the use of gestures use of tone of voice and ends with an introduction that often communicates information that is specific to each sale promotion. There is an insertion of communication that constitutes Hasan's identity such as dress, speech style and gestures. There are also other forms of storytelling in addition to the use of Facebook Live.