FACTORS INFLUENCING THAI DIGITAL CONTENT CREATORS ON CONTENT CREATION: A CASE OF THE TIKTOK PLATFORM

Abstract

Time changes, people's behavior changes, new generation people use social media more and more. People spend time on social media longer, social media has a strong impact on human life nowadays. Since social media is the easiest and the most impactful way to promote the products to many customers, a lot of big companies use influencers to promote their product because it has more impact than using the old traditional way like using celebrities. Therefore, a lot of influencers become famous and successful in their careers. This changed people's minds, in the past people might want to be something secure like a doctor, nurse, police or soldier. Currently, there are many successful video content platforms like YouTube, Instagram, and Facebook in the market. All of these platforms are from the United States but in recent years there is one of the newest rising platforms from China that is very popular worldwide among teenagers which is “TikTok”.