คิดจากเคส: ส่องความสำเร็จจากการสื่อสารเพื่อสร้างความสัมพันธ์กับแฟนคลับของ “เป๊กห้างแตก” เป๊ก ผลิตโชค อายนบุตร จากมุมมองการสร้างแบรนด์บุคคล

Abstract

Peck Palitchoke Ayanaputra is a Thai new generation artist, who has successfully established and maintained healthy relationship with his fan club, as known as “Nuch(es)”. Peck Palitchoke’s success was evidenced by the increasing number of the fandom’s members, who strongly and consistently kept following him both in offline and online settings. In this article, results of the study “Communication to Build Relationships of Peck Palitchoke Ayanaputra and Perception, Attitudes and Engagement of the Fanclub”, by Pimpaga Charoenjit (2017), were re-analyzed and discussed from personal branding perspective in search of the best practice of personal branding communication patterns for artists in Thai creative industry.

The findings indicated that, from the lens of personal branding communication, Peck Palitchoke’s approach was in accordance with a framework of key components to enhance personal brand’s reputation. His communication pattern consistently comprised the following components: 1) personal characteristics (especially, specialization, authenticity, relevancy, goodwill, sense of creative humor, and consistency), 2) public communication (fandom’s uniquely creative signs and symbols, polymedia competence, and consistent and engaged interaction with fans, followers and public), 3) supporters(strongly established fan club and supporting well-known senior artists), and 4) context (social context influenced by K-pop culture, and Thai values which favor artists with good moral character, humility, timeliness, and sense of humor).