The Making of Micro-influencer through a Case Study of Youtubers in Thailand
关键词:
Cultural Capital, Consumption Practices, Micro-influencer摘要
Thailand is recognized for its strong interest in celebrities, but with the rise of social media, the media landscape is changing. People are now more influenced by everyday individuals known as micro-influencers, rather than traditional celebrity endorsers. This research examines the transition of regular individuals into micro-influencers in Thailand's changing media landscape. By studying 24 case studies of Thai YouTubers with 10,000 to 100,000 followers, the researchers explore how these micro-influencers interact with and influence their followers. The study draws on Bourdieu's (1984) Theory of Cultural Capital and Holt's (1995) typology of consumer behaviors. Through netnography, the researchers observe the YouTubers' channels and the consumption practices of both the influencers and their followers. The study highlights the factors of Relevancy, Ritual, Irreplaceability, and Relatability, offering a modern perspective on micro-influencers that goes beyond physical beauty. It emphasizes the significance of cultural capital for influencers to have a meaningful impact on their followers' lives. Ultimately, the study aims to provide valuable insights for media organizations in Thailand to thrive in the digital era.
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