FANBASE ACCOUNTS AND CUSTOMER ADVOCACY TOWARD ALBUMS CONSUMPTION IN THAILAND

Abstract

K-pop, also known as the “Korean wave”, has recently become extremely famous and has dominated several countries, especially the easily accessible entertainment industry. Thailand is also one of the countries that is heavily immersed in K-pop music and is growing enormous K-pop fandoms days by days. They are widely recognized as the most royal fans in terms of purchasing goods to show their support to their beloved K-pop idols. Thus, K-pop Fanbase accounts are formed to assist K-pop fans in accessing related news or information that are able to connect them with the Kpop groups. This paper particularly focus on BTS, the hottest K-pop boy brand, fanbase accounts in Thailand and will study the customer advocacy through these K-pop fanbases to explore how customer advocacy has an influence toward albums consumption in Thai K-pop fans. The findings reveals that there are idol attachment and motivation elements that contribute in influencing customer’s purchase intention.