Relationship Marketing Communication of Horror Storytelling Programs.

Abstract

This study aimed to examine the relationship between relationship marketing communication and engagement behavior among followers of horror storytelling programs in Thailand, as well as to investigate differences across demographic characteristics. The study hypothesized that positive perceptions of relationship marketing communication would be associated with higher engagement behavior. The findings are expected to benefit content creators and digital marketers in designing strategies that strengthen follower attachment.

A survey research design was employed using an online questionnaire administered to 400 participants aged 18 years and above who currently follow or have previously followed horror storytelling programs. The research instrument was validated for content validity and reliability (Cronbach’s Alpha = 0.72–0.86). Data were analyzed using descriptive statistics, Pearson’s correlation coefficient, and one-way analysis of variance (ANOVA).

The results revealed that overall perceptions of relationship marketing communication were at a moderate level, with Trust receiving the highest positive evaluation. However, overall followership and engagement behavior were low, with significantly higher participation in low-cost activities compared to commercial engagement. A positive but relatively weak correlation was found between the two variables (r = 0.167, p < .05). Significant differences were also observed across age, occupation, and income groups. These findings highlight the challenges of transforming attitudinal loyalty into commercial support and offer insights into communication strategies that can more effectively convert emotional attachment into tangible forms of engagement.