MARKETING COMMUNICATION GUIDELINES FOR SMALL-SCALE FORTUNE-TELLING SERVICES: INSIGHTS FROM POSITIVE CONSUMER EXPERIENCES USING APPRECIATIVE INQUIRY

Abstract

The objectives of this research were to study positive consumer experiences in small-scale fortune-telling services and develop content marketing communication guidelines aligned with consumer emotions and beliefs. The study employed the Appreciative Inquiry 4D Cycle as the primary framework. Twelve participants were purposively selected, comprising six who had received services from the researcher and six who had received services from other providers. Data were collected through Appreciative Interviews and analyzed using Thematic Analysis. The results revealed that: 1) four key themes emerged, namely Practical Guidance, found in all participants, Emotional Safe Space, found in most participants and serving as a key Enabling Condition, Straightforward Communication, and Accuracy and Understanding, both found in half of participants. 2) The synthesized Positive Core was identified as "providing practical guidance within non-judgmental and empathetic communication that fosters consumer comfort and confident decision-making." 3) The developed marketing communication guidelines comprised four components: creating an emotional safe space, delivering practical guidance, a Key Message of 'Not just prediction—but a non-judgmental safe space with actionable guidance,' and a four-type digital content strategy deployed across TikTok, Instagram, and LINE.

Keywords: Appreciative Inquiry, Marketing Communication, Fortune-Telling Services, Positive Consumer Experience, Voice of Customer