Marketing Communication and Thai Television Drama in the Digital Era: An Analytical Study
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Abstract
This research aimed to (1) study digital marketing communication strategies in the Thai television drama industry, (2) analyze viewing behaviors and engagement of Thai drama audiences through digital channels, (3) evaluate the effectiveness of digital marketing communication tools, and (4) propose guidelines for developing marketing communication strategies for Thai dramas in the digital era. The research area is Bangkok. The study employed a mixed-methods research design, combining qualitative research through in-depth interviews with 15 experts and content analysis of digital marketing communications from 10 Thai dramas, along with quantitative research through a survey of 385 drama viewers. Used Multi-stage sampling. The research instruments consisted of semi-structured interview forms, content analysis forms, and questionnaires. Data were analyzed using content analysis and descriptive and inferential statistics. The findings revealed that 1) Thai drama producers primarily use continuous content marketing and influencer marketing strategies. 2) 72.5% of viewers watch through streaming platforms. 3) Live streaming events showed highest effectiveness (M = 4.25, SD = 0.68), and 4) community-based marketing is suitable for the Thai context. This research's knowledge contribution can be applied to develop appropriate marketing communication strategies for the Thai television drama industry in the digital era.
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