การศึกษากลยุทธ์การสร้างคลิปวิดีโอในสื่อสังคมออนไลน เพื่อแรงจูงใจในการออกกำลังกายด้วยการวิ่ง กรณีศึกษาเฟซบุ๊คแฟนเพจ “Runner’s Journeys”

Abstract

A strategic study relating to the production of the video clips in social media to
motivate exercises via running could be found on the “Runner’s Journeys” Facebook Page. The objectives of this research are 1) to study the video content of the Runner’s Journey page that affects the motivation to run, 2) to study how the presentation of video content  on the Runner’s Journey page affects the motivation of the audience to run, and 3) to study the strategies for the production of video clips in social media that will affect the motivation to exercise. The qualitative research was conducted in this study and content analysis was performed for the “Runner’s Journeys” Facebook Fanpage study for three months, together with the focus group interviews with 12 runners, both male and female, ages between 20 to 35 years, with and without experiences in watching the video contents via “Runner’s

Journeys” Facebook Fanpage channel. The result of the research revealed that the video clip content that can motivate people to run is the valuable content to viewers that demonstrate the obvious benefits, which are the joy of running and the results of weight loss. The presentation techniques adopted were through a fun interview that creates joint emotions and understandings,                  contentive cover, clear and catchy names to motivate audiences to exercise and run
effectively.