THE MARKETING STRATEGIES THROUGH THE INFLUENCERS OF THE ALCOHOL INDUSTRY GROUP

Abstract

This qualitative research objective was to study and analyze marketing strategies through the influencers of the alcohol industry group. The research tool was to document research using textual analysis. Data collection methods were from (1) news clippings of the seven organizations in the alcohol industry as the target population in the study from February 14, 2008 - February 28, 2019, and (2) Facebook, including the official pages of branded alcoholic beverages and unofficial pages with names and main content related to alcohol from May 14, 2018 - February 28, 2019.

            The result shows that the alcohol industry group uses influential people in marketing strategies to propagate of the brand in 4 types; (1) The influencer type of Celebrity, especially the media star singers or celebrities to persuade the target consumers to participate in the activities of the alcohol industry and post their pictures together with alcoholic beverages in a persuasive manner, (2) The influencer type of Net Idol, both people who are already popular on social media and individuals to review products, (3) The influencer type of Admin page, especially the Admin page from the unofficial pages with alcohol-related content, Bloggers or reviewer community page, and the alcohol venue page; use to persuade and sales promotion, and (4) the influencer type of organizational executives and government executives from various departments at both the national and local levels, especially in the content relevant to the organization's corporate social responsibility activities and the activity of new product launches.