การสร้างแบรนด์บุคคลของนักพากย์เกมบนเฟซบุ๊กเกมมิ่ง

Abstract

This qualitative research aims to study current game caster's personal branding and direction through in-depth interview and content analysis. The sample group are 5 game casters who gained 100,000 followers within 2 years after starting streaming on Facebook gaming platform and 30 streaming video recording was collected during October 1st, 2020 to December 31st, 2020. The study shows that there are four processes of game casters personal branding including (1) Discover (2) Create (3) Distinguish and (4) Deliver. These processes lead to game caster personal (1) Brand core and (2) Brand value. Moreover, game casters use these personal branding along with communication skills and basic communication components as a tool to communicate with their receivers during streaming. Besides, Facebook Gaming feature allows receivers to real-time communicate (comment) directly to game caster which game caster can apply to their personal brand development in the future. This development can be concluded into two processes: (1) Maintain and (2) Develop. Meanwhile, there are 4 main findings from the study which are self-orientation, inspiration, building recognition and development. The main finding of personal branding is the creation and development of a persona based on oneself and target audience. They help to create a brand that can reach people effectively. In addition, the game casters do not compare themselves and other game casters as competitors because they are as one of the partners that have made themselves more popular by exchanging a follower base.