A STUDY OF THAI FAN CLUB PREFERENCE MODELS FOR THAI AND KOREAN IDOL PERFORMERS
Keywords:
Idol artist, Preference model, Fanclub, Music Industry, Customer JourneyAbstract
The objective of this research was to study Thai fan club preference models and customer journeys about Thai and Korean Idol performance since preferences were decided; and examining reasons for Thai fan club preference for Thai and Korean Idol performer. Qualitative research was done. Data was gathered by in-depth interview and participant observation. Samples were 39 members of the Thai Idol fan club. Data was analyzed by template analysis using customer journey and interpersonal attraction theory as main analytical frameworks, focusing on individual Idol preference and disregarding financial factors. Thai fan club preference models and customer journeys of Thai and Korean Idol consists of seven stages: Awareness(group), Evaluation(group), Awareness(individual), Evaluation(individual), Purchase, Repurchase and Advocacy. Thai fan club idol preference is due to Motivation in converting before Evaluation(individual), Purchase and Repurchase stages which are consistent to interpersonal attraction theory, making Motivations in converting before these three stages into key factors for record labels to increase revenue.
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