Main Article Content
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.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All rights reserved. Apart from citations for the purposes of research, private study, or criticism and review,no part of this publication may be reproduced, stored or transmitted in any other form without prior written permission by the publisher.
Baron, R. M. and Kenny, D. A. (1986) The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology 51(3): 1173-1182.
Bhasin, H. (2018) Customer loyalty ladder and how to use it to target customers. [Online URL: https://www.marketing91.com/customer-loyalty-ladder/] accessed on November 3, 2019.
Chaudhuri, A. and Holbrook, M. B. (2001) The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing 65(2): 81-93.
Cochran, W. G. (1977) Sampling techniques. 3rd ed. New York: John Wiley & Sons.
Gomez, B. G., Arranz, A. G. and Cillan, J. G. (2006) The role of loyalty programs in behavioral and affective loyalty. Journal of Consumer Marketing 23(7): 387-396.
Kliengkloaw, J. and Yenjabok, P. (2013) The study of South Korean pop star groups' image via the new media and fanclub's behavior. Master’s thesis. Kasetsart University, Thailand. (in Thai)
Klongwatanakij, T. (2005) Consumers buying behavior towards purchasing concert tickets in Mueang District, Chiang Mai Province. Master’s thesis. Chiang Mai University, Thailand. (in Thai)
Kotler, P. and Keller, K. L. (2009) Marketing management. 13th ed. Englewood Cliffs, NJ: Pearson.
Kozinets, R. V. (2001) Utopian Enterprise: Articulating the Meanings of Star Trek's Culture of Consumption. Journal of Consumer Research 28(1): 67-88. [Online URL: https://doi.org/10.1086/321944] accessed on April 3, 2019.
McCutcheon, L. E., Lange, R. and Houran, J. (2002) Conceptualization and measurement of celebrity worship. British Journal of Psychology 93(1): 67-87.
Meethip, V. (2018) A Study of Factors Affecting Thai Followers' Loyalty towards Korean Artists in Bangkok Metropolitan Area. Master’s thesis. Bangkok University, Thailand. (in Thai)
Odin, Y., Odin, N. and Valette-Florence, P. (2001) Conceptual and operational aspects of brand loyalty: an empirical investigation. Journal of Business Research 53(2): 75-84.
Oliver, R. L. (1999) Whence consumer loyalty? Journal of Marketing 63(Special Issue 1999): 33-44.
Reanmanee, P. (2016) Digital integrated marketing communication to affecting the service boxing in Bangkok. Master’s thesis. Bangkok University, Thailand. (in Thai)
Saeheng, P. (2015) Marketing communications activities results in a reality show: The Face Thailand Season2. Master’s thesis. Thammasat University, Thailand. (in Thai)
Sakuna, C. and Sripoomtanawong, P. (2019) The influence of marketing communication of Thaiticket Major to consumer response process in Bangkok. Proceedings of RSU National Research Conference 2019, pp.1125-1134. [Online URL: https://rsucon.rsu.ac.th/proceeding/article/2192] accessed on November 3, 2019.
Sanguansinwatana, S. (2014) Factors influencing on customers purchasing decision of souvenirs related with Korean artist and singers. Master’s thesis. Stamford University, Thailand. (in Thai)
Sandvoss, C. (2005) Fan: The Mirror of Consumption. Cambridge: Polity.
Singhton, S. (2009) Social learning of Thai teenagers from South Korean modern music culture. Ph.D.’s dissertation. Thammasat University, Thailand. (in Thai)
Sirimongkol, J. (2011) Product factor and the integrated marketing communication affecting female decision behavior on skin care and beauty clinic in Bangkok metropolitan area. Master’s thesis. Srinakharinwirot University, Thailand. (in Thai)
Suriyakaewneramit. W, and Chokriensukchai, K. (2007) The analysis of organizational management and operating trend of LOVEiS Record Company. Proceedings of the 2nd UTCC Graduated Research Conference 2007: "Multi-disciplinary Research Papers". University of the Thai Chamber of Commerce. [Online
URL: https://scholar.utcc.ac.th/bitstream/6626976254/3183/1/5363fulltext.pdf] accessed on June 15, 2019.
Suwannapisit, K. (2008) Korean Singers and Korean Wave as Experienced by Thai Fan Clubs. Master’s thesis. Chulalongkorn University, Thailand. (in Thai)
Tantimeth, S. and Tuicomepee, A. (2018) Relationship between Celebrity Worship and Subjective Well-being among Fan club Young People. Electronic Journal of Open and Distance Innovation Learning 8(1): 205-221.
Tantiwitidpong, W. (2008) Korean Singers Maniac Among Thai Teenagers. Master’s thesis. Chulalongkorn University, Thailand. (in Thai)
Vongthongkum, S., Tiangsoonnern, L. and Tingsabhat, J. (2017) Contributing factors to the success of football clubs in the Thai league. Suthiparithat 31(99): 160-173.