Media exposure behavior affecting loyalty toward BUS because of you i shine among generation Z fan clubs in Bangkok

Abstract

This research entitled “Media Exposure Behavior Affecting Loyalty toward BUS because of you i shine among Generation Z Fan Clubs in Bangkok” aimed to analyze media exposure behavior affecting loyalty toward BUS because of you i shine among Generation Z fan clubs in Bangkok. This study employed a quantitative research approach. The sample was selected using non-probability sampling through purposive sampling. The participants consisted of 306 Generation Z individuals aged 19–29 years, including males, females, and LGBTQIA+ individuals, who are fans of BUS because of you i shine and reside in Bangkok. A questionnaire was used as the data collection instrument. Data were analyzed using descriptive statistics, and Multiple Regression Analysis (MRA) for hypothesis testing.

The findings revealed that 1) the majority of respondents placed the highest importance on media exposure behavior in the dimension of experiential exposure, particularly exposure to news and information about BUS to stimulate specific actions, such as participating in artist-related activities, 2) the majority of respondents placed the highest importance on loyalty in the dimension of repurchase intention, particularly their intention to repeatedly purchase products or services related to BUS on a regular basis, and 3) the hypothesis testing results indicated that media exposure behavior was significantly correlated with loyalty among Generation Z fan clubs in Bangkok at a high level, with statistical significance at the .001 level. The dimension most strongly correlated with loyalty was information seeking, followed by experiential exposure and information exposure, respectively. The findings can be applied as guidelines for strategic communication planning and public relations efforts by record labels and stakeholders involved with the artist, in order to enhance long-term loyalty among Generation Z fan clubs.