Online Beauty Culture and the Monetization Practices of Thai Social Media Influencers on TikTok
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Abstract
This paper examines the monetization strategies and the hybridization of beauty trends among the prominent Thai beauty influencers. Through an analysis of influencers’ profiles, content, and interviews, the paper utilizes the daily walkthrough method to examine how the emerging online beauty culture takes place through the video streaming platform, TikTok, in Thailand. Our inquiry focuses on understanding influencers' strategies for generating beauty-related content on TikTok, revealing that influencers strategically craft their online personas and categorize various types of video content into curated collections. These practices reflect a trend towards enhanced “shoppability,” facilitating the commodification of self through the display of online imagery and videos. In addition, the findings reveal that influencers play a significant role in celebrating diversity by showcasing a variety of beauty trends that speak to cultural discourses surrounding feminine beauty in contemporary Thai society. Our findings highlight the evolving landscape of beauty influencer culture on TikTok in Thailand, where influencers not only monetize their online presence but also advocate for positive social change and drive community building on social media platform.
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