Communications in campaign to deter unauthorized buying or downloading of copyrighted music

Abstract

Music Piracy Is A Ever-Changing Challenge – Thailand’s Music Market Continues To Be Distorted By Unfair Competition FromUnlicensed Services, Which Affects Income Of Rights Owners. In Order To Find The Solution For Music Industry, The Purpose Of This Research Is To Determine Integrated Marketing Communication In Campaign Affecting To Deter Unauthorized Buying Or Downloading Of Copyrighted Music. The Research Tool Employed In This Study Is A Questionnaire To Enable Statistical Analysis From The Desired Sample Of 410 Subjects Around Thailand, And 60 Subjects Who Were Trained In This Programme Regarding Copy Right Music. The Results Show That Integrated Marketing Communication For Communications In Campaign To Deter Unauthorized Buying And Downloading Of Copyrighted Music, Which Includes; Advertising, Sale Promotion, Public Relations And Direct Marketing, Cannot Change Consumers’ Behaviour To Stop Music Piracy. However, The Chi-Square Test Results Show That Consumers’ Decision With Regard To Deter Unauthorized Buying And Downloading Of Copyrighted Music Depends On Price, Law, Social Acceptance And Religion Belief, With A Level Of Significance At 0.01. Hence, We Can See That Thailand’s Music Industry Is A Business Whose Success Depends On These Factors. It Recommend That Government, Policy Makers And Entrepreneurs Should Target Direct Strategies With A Greater Focus On The Role Of Them.