EVALUATION OF LIFE STYLE VIDEO CONTENT CHARACTERISTICS WHICH CREATED BY THAI INFLUENCERS ON THE YOUTUBE PLATFORM THAT FOLLOWED BY THAI SUBSCRIBERS

Abstract

This research explored the production of lifestyle content online that caters to the interests and preferences of viewers. And the aim was to evaluate its content characteristics which were created by Thai Youtubers on the YouTube platform, and investigated the relationship between the factors of content and the factors of creativity of Thai influencers on the YouTube platform that affect the following of the population in Bangkok. The researcher-developed questionnaire was used to collect data from a sample of 400 respondents in Bangkok. Statistical methods were employed to analyze the data, including calculating percentages, means, and standard deviations. Additionally, and Pearson’s correlation coefficient.

The research results found that regarding the creativity of the content, it was found that the content of the content was consistent with the viewers, with an average value of 4.38. Regarding the nature of the content, it was found that the storytelling of the content was interesting and understandable. Easy, invites you to continue following the content. The average value is 4.56 for the creativity of the content., the factor of content characteristics and the factor of creativity of content. There is a positive relationship between the content characteristics factor and the content creativity factor. The relationship is at a high level.

This research is about the production of online content that takes into account the benefits and value of viewers. The objective is to evaluate the characteristics of lifestyle content of Thai influencers on the YouTube platform and find the relationship between content factors and creativity factors that affect the following of Thai viewers. Data was collected from a sample of 400 people using a developed and developed questionnaire as a tool for collecting data. The data was analyzed using descriptive statistics, including percentages, means, and standard deviations, and inferential statistics, including analysis of variance and Pearson's correlation coefficient.

The research results in terms of content creativity found that the content of the content was consistent with the viewers, with an average of 4.38. In terms of content characteristics, the content storytelling was interesting, easy to understand, and inviting people to continue following the content, with an average of 4.56. In addition, the content characteristics and creativity factors of the content were positively and highly related.