CONTENT ANALYSIS OF FACEBOOK LIVE OF DIGITAL TV STATIONS IN THAILAND
With the special feature of Facebook in sending real-time video, providing real-time two-way interaction, enable viewers’ engagement and instant feedback during a live event, Facebook Live is widely used to support the television broadcasting in Thai televisions as a mean to speed up the news, events it is a tool for marketing communication and live events in real-time for keep people’s eyeball to each Stations. This research explored the use of Facebook Live of Digital TV stations in Thailand for marketing communication. Content analysis was used to analysis of Facebook Live from 24 digital TV Stations for one month. Findings revealed that every digital TV Stations use Facebook Live to broadcast in parallel of the program being on-air via television. Different pattern of use was found in each station due to the policy of each station. Some station actively used Facebook Live, for the sake of having new technology or image building and marketing communications. Thus, there is a question of whether how to manage content in Facebook Live for marketing communications purpose in Thailand.