Factors Facilitating Foreign Amateur Musicians earn Popularity on YouTube Worldwide: A Case Study of Global and Local Identities of Thai Amateur Musicians

Main Article Content

Pannawit Sanitnarathorn
Thanyaratai Jaturatamrong
Navaya Shinasharkey
Jessada Chitrakorn
Vitti Thitivongse
Suttikorn Tocharoenniwatsai


Since YouTube has been introduced to the music industry, it has played the important role for amateurs or unknown musicians to establish their own music careers while being independent from record labels. YouTube is recognized as one of freemium streaming music services helping musicians to publicize and increase their popularity in global audiences. However, not every musician would be popularly successful on being YouTubers or widely known enough. It leads to the questions what factors facilitating those musicians around the world became popular in this platform are. One of the most interesting factors is Globalization which means conducting business according to local and global considerations. Therefore, this research will focus on YouTube musicians in a country where a national identity is strong like Thailand which can be penetrated very well in this high competitive international market like YouTube. This research studied factors facilitating foreign musicians earn popularity on YouTube worldwide and how Thai amateur musicians succeed on YouTube. Quantitative data surveyed from a sample of 540 Thai who have experienced music via YouTube. Partial Least Square (SmartPLS) software was conducted to analyze Structural Equation Model (SEM). This study found that Culture Domination and Globalization are the highest two impact factors respectively towards YouTube popularity by foreign musicians.


Download data is not yet available.

Article Details

How to Cite
Sanitnarathorn, P., Jaturatamrong, T., Shinasharkey, N., Chitrakorn, J., Thitivongse, V., & Tocharoenniwatsai, S. (2021). Factors Facilitating Foreign Amateur Musicians earn Popularity on YouTube Worldwide: A Case Study of Global and Local Identities of Thai Amateur Musicians. AU-GSB E-JOURNAL, 14(1), 53-60. https://doi.org/10.14456/augsbejr.2021.6


Alleger, J. (2014). How Much Do Ads on YouTube Cost?. Available at: https://tinyurl.com/rvqe6kz

Best, W., J., & Kahn, V., J. (1998). Research in education. 8th ed. Boston, Allyn & Bacon.

Cambridge Dictionary. (2020). Globalization. In Cambridge Dictionary. Retrieved November 3, 2020, from https://dictionary.cambridge.org/dictionary/english/globalization

Cayari, C. (2011). The YouTube effect: How YouTube has provided new ways to consume, create, and share music. International Journal of Education & the Arts. 12(6). Pp.1-30.

Cheng, X., Cameron, D., & Jiangchuan, L. (2008). Characteristics and Potentials of YouTube: A Measurement Study. Peer-to-Peer Video. Springer New York. Pp. 205-217

Connectivity (2016). TE Connectivity: About Us. Available at: https://tinyurl.com/tw9weyp

Cronbach, L., J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika. 16(3). Pp. 297-334.

Digital Age (2014). Mad Puppet Studio; Artist Creator Channel. Available at: tinyurl.com/u2tf9ur

Hair, F., Black, C., Babin B., Anderson R., E., & Tatham, L. (2006). Multivariate Data Analysis. Pearson Education. 6th Ed. New Jersey, USA.

Henseler, J., Ringle, C., M., & Sinkovics, R., R. (2009). The use of partial least squares path modeling in international marketing. Advancesin International Marketing. 20. Pp. 277-319.

Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. The Electronic Journal of Business Research Methods. 6. Pp. 53-60.

Kitcharoen, K. & Vongurai, R. (2020). Factors Influencing Customer Attitude and Behavioral Intention towards Consuming Dietary Supplements. AU-GSB e-Journal. 13(2). Pp. 94-109.

Latouche, S. (1996). The Westernization of the World: Significance, Scope and Limits of the Drive towards Global Uniformity. Oxford: Wiley.

Lauro, C. & Vinzi, V., E. (2004). Some contributions of PLS path modeling and a system for the European customer satisfaction. Dipartimento di Matematica e Statistica, Universita Federico II di Napoli. Pp. 201-210.

Likert, R., (1972). Likert Technique for Attitude Measurement. In: Social Psychology: Experimentation.

Maryprasith, P. (1999). The effects of globalization on the status of music in Thai society. Diss. Institute of Education, University of London.

Milgram, S. (1967). The small world problem. Psychology Today. 1. Pp.61-67.

Morley, D. & Robins, K. (1995). Spaces of Identity: Global Media, Electronic Landscapes and Cultural Boundaries. London and New York: Routledge.

My-Thai interview (2014). Music & Movie awesomeness – Interview with Billbilly01. Available at: https://tinyurl.com/u3e4she

Negus, K. (1996). Popular Music in Theory: An Introduction. Polity Press.

Pinnell, Z. (2015). How much does YouTube pay partners for their content?. Available at: https://tinyurl.com/undopqy

Schumacker, R., E. & Lomax, R., G. (2010). A Beginners Guide to Structural Equation Modeling. Routledge. Third Edition. New York.

Straubhaar, T. (1997). Globalisation, internal labour markets and the migration of the highly skilled. Intereconomics. 32. pp. 174-180.

The Verge (2015). YouTube Music is here, and it’s a game changer. Available at: https://tinyurl.com/uppzf6n

Tomlinson, C., A. (1999). Globalization and Culture. University of Chicago Press.

Wikstrom, P. (2009). The Music Industry: Digital Media and Society Series. Cambridge: Polity Press.

YouTube (2015). Kajitrid Band at Ma Show Clip 15/01/2015 EP.1/2. Available at: https://tinyurl.com/qwczk5t