The Developing of Media for Home Economics and Handicrafts through Online Influencers
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Abstract
The research article had the following objectives: 1) to investigate the media creation situation of online influencers in the field of home economics and handicrafts; 2) to analyze the correlation between the attributes and communication strategies used in developing media for home economics and handicrafts through online influencers; and 3) to develop a learning media model for home economics and handicrafts. The study employed a quantitative research method. The sample group included followers of six YouTube channels on home economics and handicrafts, with subscriber counts ranging from 710,000 to 473,000, as well as 402 individuals who had viewed online media on home economics and handicrafts at least three times. These participants were chosen through accidental and voluntary sampling. The tool used was a questionnaire, and the statistical methods applied were frequency, mean, standard deviation, and multiple regression analysis.
From the study, the following results were found: 1) The media creation situation of online influencers in the field of home economics and handicrafts revealed that most viewers prefer watching handicrafts made from waste materials on YouTube channels with titles such as 'Decorations,' including paper flowers and mobiles. Viewers usually spend 5-10 minutes watching the clips, between 16:01 and 20:00, and watch 1-2 times per week; and 2) The correlation between the attributes and communication strategies used by online influencers in developing media for home economics and handicrafts revealed that the attributes of online influencers include trust, respect, expertise, attractiveness, and similarity to target groups. These attributes affect communication strategies, which include content, utility, specificity, interaction, and creativity, with statistical significance at the 0.05 level.
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