Marketing Information Exposure Behavior through Soft Power: The Korean Drama Popularity Phenomenon among Thai Housewives

Abstract

This research aimed to: (1) examine the marketing information exposure behavior through Soft Power via the popularity of Korean drama series among Thai housewives based on personal factors; (2) investigate opinions toward the effectiveness of marketing communication, both overall and by dimension; (3) examine the relationship between marketing information exposure behavior and personal factors; and (4) compare opinions on the effectiveness of marketing communication according to personal factors. This study employed a quantitative research approach using a questionnaire as the research instrument. Data were collected from 400 Thai housewives with experience watching Korean drama series. The data were analyzed using SPSS. Statistical methods included frequency, percentage, mean, standard deviation, Chi-square test, Independent Samples t-test, One-way ANOVA, and Scheffé's post hoc comparison. The findings revealed that: (1) most respondents were under 40 years old, married, held a bachelor's degree or higher, had a household income of 15,000–30,000 baht per month, and preferred watching Korean drama series on weekends through Netflix; (2) the overall effectiveness of marketing communication through Soft Power was rated at a high level ( = 4.26, S.D. = 0.34), with the highest mean scores in Appealing and Asking; (3) certain personal factors were significantly associated with marketing information exposure behavior through Soft Power; and (4) certain personal factors significantly influenced differences in opinions regarding the effectiveness of marketing communication through Soft Power.