Factors Influencing Motivation of Subscribe to the Beauty YouTube Channel

Nowadays scientific and technological progress leads to world development in many ways and made human behavior change such as communication. Human is able to exchange information more than before, faster, and more various ways which lead to social media. From social media usage behavior statistics of Thai people found that people are more interested in video media and that made many of business sectors starting to support YouTuber group, which are media producer and publish video through YouTube that has a lot of followers, to be marketing path to easier access to the target group. One of the popular businesses now is the beauty business. The study of “Factors influencing motivation of subscribe to the beauty YouTube channel” has the objective to study about factors influencing beauty channel subscription on YouTube in order to collect data to be guideline for marketing plan, promotion, run beauty business for business sectors to be able to access target group and more popular and to inform people who interested in being beauty YouTuber in the future to make more followers by using mixed methods research, exploratory sequential design, in-depth interview, collecting data to analyze framework to design questionnaire, and collecting data to analyze by Exploratory Factor Analysis.