รูปแบบการนำเสนอเนื้อหาด้านสุขภาพสำหรับผู้สูงวัยของผู้มีอิทธิพลทางความคิดบนสื่อสังคมออนไลน์

Abstract

This independent study on presentation format of health-related content for the elderly people by social media influencers that aimed to study format of health-related content for the elderly people by social media influencers. This independent study employs a qualitative research methodology, utilizing a coding sheet format for data collection, to analyze the presentation formats of health information for the elderly by influencer. The research design incorporates a multistage cluster sampling approach, coupled with stratified sampling techniques. Influencers, classified into four groups of influencers, are randomly divided into two groups: Micro influencer (three individuals) and Macro influencer (three individuals). Subsequently, purposive sampling is employed to selectively present information pertinent to the elderly. The data is then analyzed, presenting the frequency Chanel in percentage terms, to unravel the nuances of health information presentation for the elderly by influential figures. 1. Influencer present informative content to offer health benefits for the elderly. The presentation includes health-related news, citing sources for credibility. It also covers contact information and product details, along with pricing. Subsequently, influential figures will present persuasive information, providing reasons for disease causes or prevention. This aims to build trust, referencing societal evidence. Emotional aspects will be introduced to raise awareness or stimulate consciousness, instilling fear in the audience. Psychological presentation techniques will be used, incorporating brand name. 2. Influential figures aim to overcome resistance in conveying information to the elderly by presenting new perspectives on diseases. They utilize storytelling, brand name, forewarnings, and two sided arguments include direct and indirect conclusion, addressing root causes, engaging customers, and gaining acceptance through problem-solving. Endorsements from customers, experts, and reputable individuals, along with reasoned persuasion, clear content, and compelling visuals, are key components. Attention is captured through warnings, brand identifiers, models for communication, and attention-grabbing images. 3. Influencer predominantly adopt a soft sell approach, focusing on providing health-related information and engaging in discussions on elderly health. This includes cautioning against behaviors that pose health risks for the elderly. Following a softer approach, they may incorporate a hard sell tactic by specifying product or service pricing information, presenting product recommendations, and issuing invitations to purchase or use services. Additionally, they may offer incentives such as discounts and provide contact information for further communication. 4. The content form of Influencer presentation can be classified into long-form content, presenting information in a narrative style to enhance understanding, often requiring more time for delivery. Subsequently, short-form content is utilized to convey information quickly. Conversations and content sharing involve collaborative and lengthy content presentation, as influential figures analyze and discuss health-related topics for the elderly.