Examining the Effects of Social Influences, Character Appeal, and Emotional Fulfillment on Collector Commitment and Brand Loyalty Among Thai Generation Z Consumers

Abstract

Aim/Purpose: This study examined how social influences, character appeal, and emotional fulfillment collectively shape individuals’ commitment to brand loyalty in Art Toys. Social influences strengthen brand perception through peer interactions and community engagement, while character appeal enhances trust by presenting a relatable and credible brand identity. Emotional fulfillment provides personal satisfaction that deepens psychological attachment to the brand. Together, these factors build a strong foundation for long‑term loyalty. The findings highlight emotional fulfillment as a key driver of consumer commitment. This suggests that brands seeking to increase loyalty should prioritize strategies that evoke meaningful emotional experiences. By doing so, they can cultivate deeper consumer relationships that extend beyond functional product value. Introduction/Background: Brand loyalty is a crucial goal for organizations seeking long‑term consumer commitment, and understanding the psychological and social factors behind it has become increasingly important in competitive markets. Three key elements—social influences, character appeal, and emotional fulfillment–play significant roles in shaping consumers’ loyalty behaviors. Social influences, such as peer recommendations and online community engagement, help form and reinforce positive brand perceptions. Character appeal, reflected through a brand’s personality or spokesperson, strengthens trust and relatability, enabling consumers to connect with the brand on a personal level. Emotional fulfillment emerges when consumers derive satisfaction, comfort, or meaning from their interactions with the brand, deepening their attachment. Together, these factors provide a multidimensional foundation for explaining how individuals develop and maintain strong brand loyalty. The integration of these elements highlights the importance of both rational and emotional drivers in shaping long‑term consumer relationships. This understanding can guide brands in designing strategies that resonate more deeply with their target audiences. Methodology: To address the objectives of this study, data were obtained from 427 participants who identified as Art Toy collectors. A detailed survey instrument was used to gather information related to reflecting on art toy collecting. The dataset was analyzed using Structural Equation Modeling (SEM), a method well‑suited for evaluating complex relationships among multiple constructs and for testing theoretical models. Techniques such as Confirmatory Factor Analysis and path analysis were applied to assess the measurement model and verify the reliability and validity of all constructs. These analytical procedures ensured that the proposed relationships were rigorously examined and supported by statistically sound evidence. Findings: The analysis revealed that social influence and emotional fulfillment had a significant positive impact on collector commitment, whereas character appeal had a negative impact. Among the three predictors, emotional fulfillment often emerged as the strongest driver, indicating that personal emotional rewards are central for Generation Z collectors. Collector commitment itself has a direct and substantial impact on brand loyalty, underlining its strategic importance for brands targeting Generation Z. The results highlight that brands wishing to build loyalty through collectible products must cultivate social engagement, appealing character design, and emotionally meaningful experiences. Contribution/Impact on Society: The study highlights how collecting activities strengthen social connections and community building among Generation Z. It shows that appealing characters and emotional fulfillment support youth creativity and cultural engagement. Social influence in collecting trends reflects the growing role of digital communities in shaping modern consumer culture. Increased collector commitment can stimulate economic growth in creative industries and local businesses. Overall, the findings illustrate how emotional and social factors in collecting shape broader cultural, economic, and social behaviors in society. Recommendations: Based on the findings, it is recommended that art toy brands should build active social communities to strengthen social influence among Generation Z collectors. They should invest in appealing and memorable character designs to increase collector engagement. Creating emotionally fulfilling experiences through storytelling, rewards, and personalization can enhance commitment. Long‑term loyalty programs and exclusive benefits can help maintain strong collector involvement. Overall, brands should use collector commitment as a strategic pathway to nurture lasting brand loyalty. Research Limitation: The study was limited by its focus solely on Generation Z students, which may restrict the applicability of the findings to other age groups. Additionally, the reliance on self‑reported questionnaires may have introduced response bias. The research examined only three variables, potentially overlooking other factors that could influence collector commitment. Cultural and contextual differences may also have affected the generalizability of the results to other populations. Lastly, a cross‑sectional design prevents conclusions about long‑term behavioral changes over time. Future Research: Future research could expand the sample beyond Generation Z students to determine whether the same factors influence other age groups. Future studies may also incorporate additional variables—such as nostalgia, digital engagement, or personality traits—to provide a more comprehensive understanding of collector behavior. Longitudinal research could examine how collector commitment and brand loyalty evolve over time. Cross‑cultural comparisons would further reveal how cultural differences shape collecting motivations. Finally, experimental or qualitative methods might offer deeper insights into the emotional and social processes behind collector commitment.