GUIDELINES FOR IMPROVING STREAMER'S PERFORMANCE ON YOUTUBE PLATFORM IN THAILAND

Abstract

This research examines the desirable traits and strategies for YouTube influencers, emphasizing their role as thought leaders who balance authenticity, creativity, and strategy to engage audiences effectively. Using qualitative methods, including in-depth interviews and focus group discussions, the study identifies five critical traits of successful influencers: identity, consistency, creativity, content, and sincerity. These traits form the foundation for building trust, emotional connection, and sustained audience engagement. The study integrates Aristotle’s persuasive appeals—Ethos, Pathos, and Logos—as a theoretical framework, with Ethos and Pathos being pivotal for credibility and emotional resonance, while Logos has a diminished but contextual role, particularly in educational or factual content. Additionally, The Five Canons of Rhetoric are adapted to guide content creation and delivery. The findings reveal that influencers thrive by cultivating a unique identity, maintaining consistent and relatable content, and leveraging creativity to differentiate themselves in a competitive digital landscape. Sincerity, both in content and persona, is crucial for fostering trust and loyalty among viewers. This research offers actionable insights for aspiring influencers and supports the development of training programs integrating rhetorical principles, creativity, and ethical considerations.