Strategies and Comparison in Political Communication through Social Media of Thai Political Parties in Thailand’s General Elections 2019

Abstract

The purpose of this research is to study strategies and communication methods of Thai political parties in Thailand’s General Elections 2019. It is a mixed method research study using data science tools for evaluation communication and use interviews with stakeholders to understand the design of the strategy and how to communicate via social media. By dividing the political parties into large, medium and small political parties

The results of the research showed that large political parties need to define target communication strategies all channels. Emphasis on communication through social media and using data science to study the behavior of the target political market to maintain a large political party, for medium political parties need to define target political marketing and design communication strategies to meet on target, may be emphasis communication on social media or not. But the use of social media and data science in the study of the behavior of political market voices will clearly contribute to the increase of political markets. And small political parties need to define target political marketing using agents that can convey confidence to society. like a party leader or those who influence the votes of the party with good popular vote. In the party's ideology, the message was created that was easy to understand, concise, with creative issues, leading to a response from the target, word of mouth and became a trend to attract the attention of the big media