รหัสดีโอไอ 10.14457/TU.the.2020.362
Title The study of behavior and perception of the people who consume the ‘boy-love’ media
Creator Nongnapas Boon-anake
Contributor Kenneth E. Miller, Advisor
Publisher Thammasat University
Publication Year 2020
Keyword Boy-love, Social media, Product placement, Celebrity endorsement, Community, Fans
Abstract Boy-love’ media has been around Thai society for decades. Until ten years ago, several ‘boy-love’ series were released and started to gain massive popularity from the audiences. The ‘boy-love’ market is no longer specific to the niche but has become the mass market. Presently, several ‘boy-love’ series were released in variety of online platforms and considered as a success. From the launch of LINE TV, the ‘boy-love’ fan base has expanded to 328%. The main audience of the ‘boy-love’ series are in the age between 18-34 years old who are mainly female.Although there are several brands that are hesitant to exploit the ‘boy-love’ trend as their marketing activities due to the fear of negative impact posting to their brand, the other brands are gaining the positive result from using ‘boy-love’ marketing. Its popularity is able to capture marketer’s attention to exploit on this opportunity where a huge pool of audiences is. Variety of marketing scheme has been placed on the ‘boy-love’ series and actors such as celebrity endorsement, social media, and product placement. These models are therefore worth studying regarding of how effective it is by understanding the customer perceptions and behaviors. This study focuses on a group who have watched Thai ‘boy-love’ series. The research used both qualitative and quantitative analysis and involved both exploratory and descriptive research. The exploratory research included secondary data research and in-depth interviews with six respondents, while the descriptive research was completed with 256 respondents in an online questionnaire which the sampling method was non-probability sampling.In summary, the segmentation of the people who watch ‘boy-love’ series can be divided into three groups which are light user, medium user, and heavy user. Social media plays an integral part in gathering the ‘boy-love’ fans as a community. Twitter and LINE TV are the top priority to tackle and exploit this opportunity when targeting the ‘boy-love’ fans. Based on the research result, the marketing scheme should not only focus on the series itself, but the ‘boy-love’ actors are also the critical source that can attract a vast pool of fans and customers. Making internet viral and interesting trailers for ‘boy-love’ series could capture people’s attention. The brand will need a couple that has good chemistry between each other and an interesting storyline to retain the audience. However, the brand should avoid the storyline that is too unrealistic or cliché. Also, the acting skill of the ‘boy-love’ actors are strongly required to be improved. More than half of the respondents have bought the products due to product placement and celebrity endorsement. The use of ‘boy-love’ marketing scheme does not necessarily mean that the audience will always have to buy the sponsored products. It, instead, creates the brand awareness that allows people to acknowledge the product existence, which may or may not extend to the purchase decision.
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บรรณานุกรม

Nongnapas Boon-anake และผู้แต่งคนอื่นๆ. (2020) The study of behavior and perception of the people who consume the ‘boy-love’ media. Thammasat University:ม.ป.ท.
Nongnapas Boon-anake และผู้แต่งคนอื่นๆ. 2020. The study of behavior and perception of the people who consume the ‘boy-love’ media. ม.ป.ท.:Thammasat University;
Nongnapas Boon-anake และผู้แต่งคนอื่นๆ. The study of behavior and perception of the people who consume the ‘boy-love’ media. ม.ป.ท.:Thammasat University, 2020. Print.