The process of creating online influencers in local agriculture: Case Study of Chiang Saen Learning Center Chiang Rai Rajabhat University

Abstract

            The objective of this article were: 1) to study the process of creating online influencers of local agriculture through a promotional video clip at Chiang Saen Learning Center, Chiang Rai Rajabhat University; and 2) to study the perception of information at the Chiang Saen Learning Center, Chiang Rai Rajabhat University through public relations by online influencers of local agriculture. The research used a qualitative research methodology through group discussion and the use of a semi-structured interview with a group of academics at the Chiang Saen Learning Center. Analysis context of the online communication in agriculture. In addition, a quantitative research methodology was applied. The questionnaire was used to inquire about the perception of information at the Chiang Saen Learning Center Chiang Rai Rajabhat University through public relations by online influencers of local agriculture of youtube channel followers.

            The results of the study were as follows. The process of creating online influencers in local agriculture should consist of four main components: (1) having knowledge of agriculture; to perform farming properly and credibly; (2) having experience expertise of broadcasting so that of the person presenting will help create interest; (3) having a style that is friendly using a language that is closely related to audience; and (4) there is a view on the transmission of agriculture. With a narrative that is sharp, interesting, and can be applied in daily life or used in occupations effectively. The key factors that affect identity creation are: (1) Content leads of revenue generation because agriculture is the occupation of many Thai people and therefore receives a lot of interest. (2) There is a channel for follow-up inquiries because followers want to communicate with online influencers. This access to further inquiry allows for communicating and expressing opinions with others at Chiang Rai Rajabhat University through public relations by online influencers of local agriculture. The benefit of the influencer aspect is at a high level.