Factors Affecting Thai Consumers' Support of Popular Music Artists: A Case Study of LOVEiS Record Company

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Sarayuth Kmoncharatkasem
Treetip Boonyam
Pawat Ouppathumchua

Abstract

The objective of this research was to study the influence of integrated marketing communication on Thai consumers’ support of famous music artists; and the indirect influence of the fanaticism driven by artists' supporters. A total of 414 sets of Google form questionnaires were distributed online to the target sample having purchased the relevant products such as concert tickets of LOVEiS artists within a six-month period. Simple Regression Analysis and Multiple Regression Analysis were used to interpret the statistics. The following results of this research were found: (1) Most samples are females aged between 25-31, held a bachelor's degree, and were employed in private companies with an average monthly income of 15,001-30,000 Baht. Their most favorite band is “MEAN.” They are willing to spend not more than 1,000 baht for support 1-2 times per year. (2) There is a high level of artist support in terms of attitudes and behaviors, intense passion, commitment, and curiosity for entertainment and society. (3) The perception level of LOVEiS' integrated marketing communication is high. Public relations is a tool that the sample has perceived the most. According to the data, the high responding tools are advertising, promotion, and organizing of activities. (4) Integrated marketing communication can predict artist supportiveness by 26.4%. (5) Consumer fanaticism can predict artist supportiveness by 28.7%. (6) Integrated marketing communication and the consumers’ fanaticism can predict artist supportiveness by 32.4%. Meanwhile, integrated marketing communication indirectly affects artist supportiveness through consumer fanaticism, which equals 0.2415. (7) As a result, it is recommended that the record label and the artists should use integrated marketing communication tools and various formats of social media to allow music fans to get closer to the artists and show their concrete support to them.

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