Communication Management in Political Branding of the Hatthasongkhro Family
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Abstract
This research aims to study the political brand communication management process of the Hatthasongkhro family, to examine the political brand communication management strategies of the Hatthasongkhro family, and to investigate guidelines for developing the political brand communication management of the Hatthasongkhro family. This is a mixed-methods, parallel design study. The primary informants consisted of 26 individuals across four groups and 400 eligible voters aged 18 and above in Nong Bua Lamphu Province, Constituency 1, using Taro Yamane's formula. Data analysis included frequency, percentage, mean, standard deviation, and one-way ANOVA. The research found that
1) The political brand communication management process of the Hatthasongkhro family involves analyzing the political market from its traditional voter base, community leaders, housewives' groups, and local wisdom keepers. The focus is on understanding the structure and behavior of the population in political areas where the Hatthasongkhro family has influence or where candidates are running, and considering past election behavior. Criteria such as beliefs, behavior, relationships, and trust are used to analyze strengths, weaknesses, and competitors in those political areas. 2) The political brand communication management strategy of the Hatthasongkhro family involves dividing tasks among family members according to their strengths and expanding the scope through relatives to reach a wider area and target audience. Emphasis is placed on issues related to younger generations, technology, and education, including the use of social media and modern language. Personal stories and relationships are used for political brand communication. 3) Future development guidelines for the Hatthasongkhro family's political brand communication management should focus on online communication, defining a new target audience beyond adults, specifically targeting those under 30 to build a voter base. This requires increasing personnel and improving social media skills to reach a wider younger demographic.
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