The Influence of Imaginary Romantic Partners on Brand Value Creation and Brand Perception in E-Commerce Businesses

This study investigates the impact of the Imaginary Romantic Partner phenomenon on brand value creation within the BL (Boys' Love) fan communities in Thailand, which have become prominent in the digital era. The research aims to analyze how Imaginary Romantic Partners influence brand perception and value through targeted marketing strategies. A purposive sample of 385 Thai consumers, selected using Cochran's Formula, were surveyed. Data were analyzed using Structural Equation Modeling (SEM) to validate the model's fit. The findings reveal that "Acceptance of Imaginary Romantic Partners" strongly influences "Response to the Brand" (path coefficient 0.962), and this acceptance positively affects "Brand Perception" (0.699). Furthermore, "Response to the Brand" significantly impacts "Purchase Decision" (0.547), indicating that favorable attitudes toward Imaginary Romantic Partners and related brands enhance both brand loyalty and purchasing behavior.