Abstract

This study deals with elements of building the image of celebrities working in the entertainment sector of Thailand. The research was done through employing both qualitative and survey-based/quantitative data accumulation using: 1) In-depth interviews with celebrities, persons related to celebrities, and academics; 2) Group interviews with celebrities’ fan clubs; and 3) Opinion surveys of a sample of Thai citizens. When analyzing the data collected, it can be established that factors that have the greatest impact on the image-creation and reputation of celebrities in the entertainment industry of Thailand are related to: sales channels, communication and marketing, operations, and character/personality. Secondary factors include: artist management staff, pricing, activities for society, and management executives. Finally, additional factors are: remuneration, fan base, and artistic work.