Abstract
<span lang="EN-US">The purpose of this study was to gather, analyze, and elaborate big data on Facebook’s essential information, with a specific focus on the information obtained from Korean-popular (K-Pop) fan pages on the social networking site. For this analysis, a total of 3,531,736 comments by Korean-pop fans were gathered from various K-pop Facebook pages. In order to interpret how 11 extremely popular Facebook pages shape Thai fans’ enthusiasm for the South Korean music industry, descriptive statistics and visualization analysis were employed. Finally, data analytics and correlation analysis were used to evaluate the essential understanding of the Facebook pages. The research revealed three key findings: i) K-pop fan pages provide more opportunities for Thai fans to express their support for K-pop artists and advocate for causes, ii) K-pop fan pages provide more opportunities for Thai fans to communicate with K-pop artists, and iii) K-pop fan pages build opportunities for Thai fans to establish a more glamorous online presence despite limitations concerning financial resources, foreign language skills, and opportunities. In the future, the research outcomes may be valuable for academic studies and practice.</span>
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