Effects Of The Marketing Mix On Customer Loyalty Towards The Korean Music Entertainment Industry
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Abstract
The objective of this study is to analyze the main characteristics of the Korean music industry from the perspective of Thai fans. This objective was achieved by examining the components of the 7Ps marketing mix related to Korean music companies’ strategies for turning Thai fans’ loyalty into fandoms. This study applied quantitative research to collect data through an online survey questionnaire. Using purposive and snowball sampling methods, the study sample consisted of 441 Thai fans from across the country. The collected data were analyzed through data cleaning, descriptive analysis, assumption and reliability testing, and multiple linear regression analysis to test the hypotheses. The research findings identified the persona and prominent demographic characteristics of Thai fandoms. In addition, the study findings help comprehend the Korean music industry’s critical characteristics under the 7Ps marketing mix, while the strategic evaluation provides useful insights into how this study’s findings can be implemented to serve the target audiences and help grow business opportunities in Thailand by aligning with the target preferences, behaviors, and lifestyles.
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