A study of branding strategies and masculine representations of the alcohol online media promotions in Thailand

Abstract

A textual analysis of Branding Strategies and Masculine Representations of the Alcohol Online Media Promotions in Thailand is qualitative research. The scope of this research is from 1st January 2019 to 31st December 2019. The research objectives are (1) to interrogate the marketing communication forms used for the online alcohol brand promotions in Thailand and (2) to explore the themes of masculinity represented in the online alcohol brand promotions in Thailand. The purposive samplings employed in this examination are the top 3 popular alcoholic Facebook fan pages categorized by the website socialbakers.com. These are such as Chang World, Singha Corporation, and Meridian Brandy. In the accumulation of all three alcoholic brand followers, Chang World Facebook fan pages had 1,598, 930 followers, Singha Corporation Facebook fan pages had 941,279 followers, and Meridian Brandy had 103,860 followers. In terms of the overall online posts found from all alcoholic brand samplings, the overall result found 1,038 posts, 147,753 Likes, and 5,200,266 Shares online. The research result found that the product brand communication strategy is the key brand strategy using the most or around 59.92 % (n= 1,038). In the detail of this, the product brand communication strategy found that the Emotional Appeal strategy had been used the most, around 59.67 %, compared with merely 1.25 % of Rational Appeal strategy. The overall masculinere presentations found from all alcoholic online brand promotions found that there are three keythemes of ideal masculinities. These are such as, (1) the Friendly men who are laidback, easygoingand enjoy spending time with friends (found around 56.45%-Mostly found from Chang Brand promotions), (2) the kind middle-aged men who are successful in life, love friends, caring others and social responsibility (found 36.61%- mostly found from Singha Brand Promotions), and (3) the playful men who are playful, funny, work hard, looking for rewards in life after a hard-working day (found around 6.94%-mostly found from the Meridian Brandy Brand Promotions)