Development of Marketing Communications Guidelines for Thai Boys’ Love Series Abroad

Abstract

        This qualitative research aimed to develop strategic guidelines for the international marketing communication of Thai Boys’ Love series by integrating concepts from marketing communication, marketing communication of cultural content, strategic international marketing communication, soft power, brand creation, brand communication, brand loyalty through customer relationship management, and competitive advantage. Data were collected through in-depth interviews and focus group discussions with six key stakeholder groups: Thai Boys’ Love series producers, distributors, Over-the-Top platforms, marketing communication experts, academics in communication and business administration, and representatives from public and private organizations. In total, 30 participants contributed to the study. Data analysis employed inductive reasoning, grounded in relevant concepts, theories, and prior research, and was systematically connected to empirical evidence provided by key informants. This approach formed the conceptual framework for designing research instruments and for conducting a structured discussion of the findings in alignment with qualitative research principles.

        The findings indicate that developing effective international marketing communication strategies for Thai Boys’ Love series requires approaches tailored to both business clients (B2B) and audiences (B2C) across diverse cultural contexts. Five core components emerged: (1) creating and communicating a Thai Boys’ Love series brand identity with clear differentiation at the producer, production, and actor brand levels, supported by experiential marketing and transmedia storytelling; (2) fostering brand loyalty through long-term relationship strategies with business partners and emotional engagement with fan communities; (3) implementing a seven-step strategic marketing communication process comprising foreign market analysis, clear objective and brand image setting, localized content adaptation, appropriate marketing channel selection, brand–audience engagement activities, continuous evaluation and strategy adjustment, and cross-border collaboration management; (4) strengthening industry capacity through public–private sector support, including policy-level cooperation, participation in international content exhibitions, and professional skills development for industry personnel; and (5) achieving competitive advantage through societal openness to gender diversity, leveraging digital technologies and OTT platforms, targeting niche markets, and encouraging creative fan participation. The study further reveals that sustained success of Thai Boys’ Love series in the global market depends on the development of marketing communication strategies aligned with specific regional contexts. In ASEAN, strategies must address a high degree of diversity, ranging from countries with open acceptance to those with legal and content restrictions. East Asian markets emphasize quality and content customization to match local preferences, often requiring indirect and culturally sensitive communication. North America and Europe are generally open but highly competitive, while Latin America demonstrates receptivity to romance and drama genres. The integration of brand identity, distinctive and differentiated content, strategic international marketing communication, collaborative networks, and the mobilization of domestic and international fan communities into a coherent industry ecosystem is essential. Ultimately, the development of well-defined and contextually appropriate international marketing communication guidelines will serve as a critical mechanism for enhancing awareness, loyalty, and the long-term competitive potential of Thai Boys’ Love series.