口碑和社群媒體病毒式傳播作為強大的行銷工具的影響是眾所周知的，因為它們為產品用戶提供免費行銷。 對 Hong Thai 的案例研究進行了研究，因為它透過有影響力的口碑和社交媒體病毒式傳播，成功地利用了這些影響，儘管該品牌的廣告力度極小，但仍導致了購買意向的增加。 研究採用混合方法來檢視情感連結並確定驅動訊息傳播的主要主題。 這需要使用社群媒體平台的統計數據進行情緒和內容分析。 此外，研究也利用焦點團體訪談作為額外的資料收集方法，以更全面地了解傳染現象的模式。 主要調查結果顯示，Hong Thai 受歡迎的主要動力是影響力人物 Lisa，她是國際公認的泰國韓國流行歌手。 她的隨意代言大大提高了產品的吸引力，並展示了影響力行銷的有效性。 大多數人對康泰表達了積極的感受，特別是欣賞其感官特徵和文化意義，其中“麗莎”是最常被提及的術語。 負面回饋主要與高需求導致的產品短缺有關。 口碑起到了至關重要的作用，大多數參與者是透過個人關係而不是社群媒體發現康泰的。 個人推薦和日常生活中的頻繁接觸促成了該產品的廣泛接受。 這種自然擴張導致了 Hong Thai 社群的建立，增強了品牌忠誠度並鼓勵重複購買。 該研究強調了品牌需要將影響力行銷與鼓勵口碑策略結合。 這項工作為數位時代的現代消費者行為和傳統產品行銷提供了寶貴的見解。

The impact of word of mouth and social media virality as powerful marketing tools is well-known, as they offer free marketing from product users. The case study of Hong Thai was examined due to its organic success in leveraging these effects through influential word of mouth and social media virality, leading to increased purchase intention despite the brand's minimal advertising efforts. The study employed a mixed-method approach to examine the emotional connection and determine the primary theme driving information dissemination. This entailed conducting sentiment and content analysis using statistical data from social media platforms. Furthermore, the study utilized a focus group interview as an additional data collection method to gain a more comprehensive understanding of the pattern of the contagious phenomenon. Key findings reveal that the primary driving force behind Hong Thai's popularity is the influencer Lisa, an internationally recognized Thai K-pop star. Her casual endorsements significantly boosted the product's appeal, showcasing the effectiveness of influencer marketing. Most people expressed positive feelings about Hong Thai, particularly appreciating its sensory characteristics and cultural significance, with "Lisa" being the most commonly mentioned term. Negative feedback mainly revolved around product shortages caused by high demand. Word-of-mouth played a critical role, with the majority of participants discovering Hong Thai through personal connections rather than social media. Personal recommendations and frequent exposure in daily life contributed to the widespread acceptance of the product. This natural expansion resulted in the establishment of a Hong Thai community, strengthening brand loyalty and encouraging repeat purchases. The study highlights the need for brands to combine influencer marketing with strategies encouraging word-of-mouth. This work provides valuable insights into modern consumer behavior and traditional product marketing in the digital age.

TABLE OF CONTENTS
THESIS VALIDATION LETTER i
摘 要 ii
TABLE OF CONTENTS iv
LIST OF FIGURES vi
LIST OF TABLES viii
Chapter 1: Introduction 1
Chapter 2: Literature Review 3
2.1 Herbal Inhalers and Hong Thai 3
2.2 Hong Thai’s Viral Marketing on Social Media 4
2.3 Relate Elements of Virality 11
Chapter 3: Research Methodology 20
3.1 Mixed Method Case Study 20
3.2 Data Collection and Process of Text Mining 21
3.3 Focus Group Interview Process 22
3.4 Sentimental Analysis for Social Media Interactions 23
3.5 Content Analysis for Focus Group Interview 26
Chapter 4: Analysis Result 28
4.1 Sentiment Analysis on Social Media 28
4.1.1 Sentiment Analysis of Facebook 28
4.1.2 Sentiment Analysis of Twitter (X) 35
4.1.3 Sentiment Analysis of Instagram 38
4.2 Result from Content Analysis on A Focus Group Interview 41
4.2.1 Word of Mouth 41
4.2.2 Experience of Hong Thai Users 42
4.2.3 Influence from Surrounding 44
4.2.4 Hong Thai Community 45
4.2.5 Free Marketing: The Consumer is A Marketer 48
4.2.6 Soft Power 50
Chapter 5: Conclusion 53
5.1 Conclusion 53
5.2 Limitation 54
5.3 Suggestion and Implication 55
REFERENCES 56
APPENDIX 1. Questionnaire for focus group interview 66
APPENDIX 2. Interview record (extract from 26 pages of conversation transcribed) 67
APPENDIX 3 Comment on social medias (extract from 4 excel files of data) 69

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