GSCM: Dissertations

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Innovation of agricultural brand communication for value-added in Thai rubber to global market
Sunantiga Pangchuti; Kullatip Satararuji (National Institute of Development Administration, 2020)
The title of this study is “Innovation of Agricultural Brand Communication for Value-Added in Thai Rubber to Global Market”. The objectives of this study are 1) to study the brand building communications process of Thai rubber to create more value in the global market, 2) to study the brand communications strategy for Thai rubber to enter the global market and become Thailand’s business ambassador, 3) to study the factors that have an impact on propelling the Thai rubber brand to the global market, and 4) to develop the brand communications framework for developing Thai rubber as an agricultural product in the global market. This study employs the qualitative research methodology by categorizing the analyses into three parts as follow: The first part is Content Analysis. This part is the study of content analysis of National Strategy B.E. 2561-2580, Thailand 20-Year Natural Rubber Strategic Plan (B.E. 2560-2579), and Master plan of Rubber Authority of Thailand B.E. 2560-2564 (4th amended during B.E. 2562-2564) for analyzing the brand communication process, brand communication strategy and factors affecting communication on creating Thai’s rubber brand to global market. The second part is to study guidelines, strategies, process, procedure in selling Thai’s rubber products to international market, and factors affecting the communicated approach to add value to Thai’s rubber. In this part, the researcher studied rubber producers in Thailand by using the In-Depth Interview methodology. There are six key informants including government agency (Rubber Authority of Thailand), the rubber farmer institutes sector (Ban Khao Sok rubber fund cooperative, Chonburi province and the Trang rubber fund co-operative federation), Thai rubber entrepreneurs (Thai rubber Association and Thai Latex Concentrate Association) a licensed brokerage company) and Those with the role for making the decision to purchase Thai rubber (Triple and Forwarding Co., Ltd.: Licensed brokerage company). In the final part, this part is to study Consumers of Thai rubber products abroad by in-depth interviews for analyzing attitudes and behaviors in deciding to buy rubber goods and products from Thailand by focusing on effective communication approach, communication strategies for operating rubber businesses. Five key informants were personal communication from five countries including 1) Helsinco Middle East LLC, Dohar, Qatar, 2) Mohammed Ali Al-Ghamdi Trading Est., Jeddah, Saudi Arabia, 3) Dhaishar Global Co. Ltd., Moulvibazar, Bangladesh and Hemingway Group, England, 4) Pai Cha Tar Wang Rubber Co., Ltd., the People’s Republic of China and 5) NORINCO Shanghai Co. Ltd., the People’s Republic of China, which is the main rubber market for Thailand. It was found that Thai Rubber’s Brand Communication for increasing value in the global rubber market is available to brand the Agricultural Commodity. Rubber goods and products are commodity goods and have different shapes and usages. These properties might be affected brand communication process in adding value in global market differently for brand creation process for raw rubber goods such as block rubber, smoked sheet rubber, fresh latex, concentrated latex, cup lump, etc. Rubber is well known in the international market because consumers buy for processing in various industries such as automotive industry, rubber glove industry, etc. Therefore, there is unnecessary to create brand for rubber products as each rubber producers, including rubber farmer institutes and rubber entrepreneurs, have their own commercial brands before export for traceability of goods. However, for the primary rubber raw material, if there is a need to add value to Thai’s rubber in global market, Brand Equity and Brand Perceived Quality are required for Brand Loyalty and Brand Awareness. The mentioned brand should be created under the title “Made in Thailand” to be a certified trademark. Government organization such as Rubber Authority of Thailand should communicate brand awareness for marking positive attitudes and perceptions of customer and increasing competitive advantage of Thai’ rubber with other rubber producing countries. Regarding the brand communication process for rubber products, Thailand should create a brand of rubber products under the name “Rubber Product of Thailand” and promote the image in the target markets for creating Brand Perceived Quality and Brand Awareness. This could enhance the acceptance of quality and standard of Thai’s rubber for the development of Thai’s rubber sector. In the view of consumer in the international market were known and were aware of the properties of Thai rubber in terms of quality from raw material rubber products. It could be said that rubber is an economic crop that consumers are known and familiar with on a global scale. Therefore, the brand communication process of rubber products must be linked to the brand of rubber goods. The type of raw material that is known and believes in quality with competitive advantage in the market compared to other countries. In addition, to make value on Thai rubber products, the creation of innovative rubber products and proactive marketing should be accelerated to create opportunities for Thai rubber products in the world market. The major strategy of Thai Rubber’s Brand Communication in the global market should be used Integrated Marketing Communication and Customer Relation Management Strategies because rubber goods and products are highly competitive as many countries also produce. The customers need to touch rubber goods and products through visiting the production process, communication with personal selling and try to use them for gaining confidence in rubber goods and products before making a purchase. The customer relation management strategy would enhance the customer confidence and brand royalty. This strategy might enhance existing customers to introduce rubber goods and products to other customers. However, guidelines for brand communication of rubber goods of new entrepreneur who need to export rubber to international market should be used price strategy for stimulating and persuading consumers to be interested in purchasing the goods. International customers who know Thai’ raw rubber brand for long time such as People’s Republic of China, the largest rubber consumer in Thailand and the world, would highly attention and concern about brand. Regarding guideline for marketing, integrated marketing communication strategy through sponsorship marketing/cooperation activities with companies or organizations in the targeted countries should be employed to be a communication and sell agents for customers. This strategy might strengthen confidence and acceptance for new brand to easily enter to market. Regarding Marketing Public Relation strategy and Brand ambassador marketing strategy, if Thailand has created rubber brand for global market as mentioned, these strategies could be used for communication and marketing for new rubber goods and products for adding value toward consumers. However, guidelines in developing Thai rubber to be a brand ambassador of agricultural products are needed to be developed in many aspects such as building knowledge, understanding, and integrating with many stakeholders including the government sectors, private sectors and rubber farmer institutes. As the first step, Thailand should use the mentioned strategies in term of communication by the government and Rubber Authority of Thailand should be a “Brand Ambassador” for the government to manage rubber system including marketing communication system. In addition, it was found that factors affecting brand communication for rubber goods and products are included 1) internal factors: government policy, human resource capability in research, innovation, and management, finance, production, and communication and marketing, 2) external factors: the market situation of rubber, competitors, and international consumer’s behavior and attitude. Therefore, conceptual framework of brand communication of Thai Rubber as agricultural commodity to global market will extend knowledge and apply conceptual framework and theory to practice of every stakeholder. This will benefit agricultural communication and business by develop and add value to agricultural product towards global level. This study could be a part of communication innovation which will benefit for agricultural sector, business sector, and other sectors.
A journey to stardom: an analysis of celebrity construction and management of J Jetrin Wattanasin
Sunantha Virameteekul; Warat Karuchit (National Institute of Development Administration, 2020)
The objective of the research was to study the celebrity construction and management of J Jetrin Wattanasin through the eras of communication media towards sustainable stardom. The study was qualitative research, conducted by three main research methods: a) documentary research, b) in-depth interviews with 24 key informants, classified into 10 groups: Pop Artist Celebrity, Sport Celebrity, Family Member, Close Friend, Colleague, Fan Club, Sport Expert, Entertainment Expert, Media Expert, and Academician, and c) participant observation. The findings showed that the factors affecting the celebrity construction of Jetrin are his personal factors, which cover his background and upbringing, his journey to stardom, and his personal characteristics; roles and influence of media, and his fan clubs. On the other hand, the strategies Jetrin uses to manage his celebrity are fan club maintenance, image management, crisis management and marketing communication, which are related to the Boorstin’s Concept of a Hero and Bourdieu’s Concepts of Capitals: Cultural, Economic, Symbolic, and Social Capital which can be transmitted across generations and converted from one into another and backward. All of these factors and strategies enable Jetrin to sustain his long-lasting stardom and to stand against the time for more than 20 years.
Integrated financial communication framework: how interactivity, motivational design and behavioral economics enhance investment intention
Egkachai Angkawanich; Kullatip Satararuji (National Institute of Development Administration, 2020)
The objective of this study is to develop the Integrated Financial Communication Framework (IFCF). The goal is to promote the knowledge and understanding necessary to achieve the objectives based on the investment intention of individual investors. Data was collected from investors, who used the Integrated Financial Communication System (IFCS), utilizing a questionnaire. The analysis of the data was conducted using PLS-SEM of the communication model, which is comprised of interactivity, gamification, learning motivation, information-processing, and risk aversion impact on investment intention. The second part is a content analysis of benefit of investing influencing factors that impact investing decision and behavioral bias. The research findings from the first part of the study indicated that learning motivation is important to the achievement of the goals of investment intention. This is followed by gamification and interactivity. It is also found that these two factors have to be modified to increase the effectiveness of communications. Thus, it is found that the PLS-SEM among individual investors have different responses to the factors. The findings from the second part of the study indicated that cognitive errors, were the group of factors that had the most influence of investment. It is the mediator between information-processing and risk aversion. This is followed by emotional biases, which is the mediator between risk aversion and investment intention. It is also found that emotional benefit such as self development created the perspective of self-fulfillment. This is the most important influence on the investment action of individual investors. The most influential supporting factor used in the decision-making is past stock price return. This study has developed the framework for communications to create investment intention among individual investors. The strength of the communication model presents the importance of managing communications through understanding of Thai investors’ behavior. This allows stock brokers and financial institutions to develop, improve, and promote financial communication in the stock market targeted to the individual to fulfill their needs.
Creating shared value communication for Thai companies
Chanatta Satsue; Kullatip Satararuji (National Institute of Development Administration, 2020)
In the past, business organizations focused only on the highest profitability by neglecting social and environmental responsibility. However, with the changes in society, economy, politics, and environment, including innovation and technology, the organization has to communicate to all stakeholders more about social responsibility issues as a result. Therefore, this case study qualitative research aimed to study the process of creating shared value (CSV) and the impact of the shared value communication process in the context of Thai society. It aimed to use as a conceptual framework for developing the process of communicating CSV in business organizations in Thailand. Two large business organizations in Thailand: Bangchak Corporation Public Company Limited (BCP) and The Siam Cement Public Company Limited (SCG), were selected as study cases. Ten key informants were purposively selected from each organization, consisting of three middle-level executives and fourteen general employees, with a total of twenty. The tools used for data collection were in-depth interviews and structured group interviews with the observation form without participation. Data were analyzed and synthesized by the content analysis method. The research study results were summarized into two parts, namely the communication process of creating shared values; it was found that there was a change according to the context of Thai society in each era. Especially in the present, business organizations are increasingly focused on communicating information through activities that demonstrate social and environmental responsibility by communicating that they were using their limited natural resources for maximum efficiency and minimizing disruption to the world. The communication process is the communication from the inside out, emphasizing stakeholder participation from personnel within the organization to trading partners, customers, society, and communities by using innovation and modern technology to help cover the reach of all sectors. It emphasizes both formal and informal styles and focuses on communication at all levels: top-down, bottom-up, and communication at the same level. As for the impact of the shared value communication process, it was found that BCP’s organizational value communication process was still unable to convey the present-day “values” of the organization to employees within the organization in terms of creating an understanding of responsiveness to clearly responds to change mutually. This causes employees with different values of view to conflict. Therefore, it is imperative to re-shape the communication process based on the harmonization of the collective goals of the organization and the individual goals to enable the company to deliver the actual value of the organization to its employees sustainably. On the part of SCG, it was found that the company has implemented a process of communicating future-oriented shared values and creating innovations since the beginning, resulting in greater clarity on the delivery of shared values from generation to generation. Therefore, the approach to developing an organization’s communication process to create shared value requires consideration of the main factors: social, economic, environmental, political, and technological factors. Besides, it must include the participation of stakeholders so that the organization can gain trust from all of them, leading to satisfaction in using the service and affecting the organization’s sustainability.
The communication of people with physical disability's identity via news websites in Thailand
Prang Tharawanich; Kullatip Satararuji (National Institute of Development Administration, 2020)
News is commonly known to communicate facts. It is also used as a reference to represent reality in society. In the past, news communicating about people with physical disabilities was constructed to create negative values and meaning. The myth of inability judged people with physical disabilities as worthless. When the media landscape changes to online media, it opens the space for anyone to hold media ownership. It also allows people with physical disabilities to possess a space to communicate their identities with their own insider perspectives. The study titled, “The Communication of People with Physical Disability’s Identity via the News Websites in Thailand” is a qualitative research based on the identity concept of cultural studies. The first objective is to study people with physical disabilities’ identity through the news headlines and news pictures on a news website of organizations that are members of the News Broadcasting Council of Thailand. The second objective is to study the identity of people with physical disabilities in news headlines and news images on a news website of the organization founded by people with physical disabilities. The third objective is to study the relationship between the identity of people with physical disabilities on both websites. This study uses the critical discourse framework of Foucault and Fairclough to analyze the news websites topic discourse using language strategies. The analysis of the news pictures utilized the Pei Soo Ang disability discourse analysis framework to assess the dimension of social perception of the identity of people with physical disabilities. The study explored characteristics that have changed from the past. In addition, the research investigated the perceived value and meaning that society has regarding people with a physical disability and identified knowledge and power dominance. The websites selected for the study included the Thairath Online and Thisable news websites. Thairath Online is a news website with membership in the News Broadcasting Council of Thailand and Thisable news website founded by a person with a physical disability. The results found that people with physical disabilities in the Thairath Online website are powerless and cannot determine their own identities. The medical, state, economics, and religion are institutions with authority to use knowledge set to define the people with physical disabilities identity and reproduced it in the media. Although identification may appear positively in some cases, it still has a negative implication wherein people with physical disabilities identities are “physically different from general people,” “not the same group as general people,” “pitiful,” but have “ability” in some cases. The research also found that people with physical disabilities in Thisable news website have the power to identify their own identity. However, their identity remains dominated by various institutions in society. Therefore, they choose to adopt some original identities, bargain with a positive perspective, and reject some identity. People with physical disabilities agreed that their identity is “physically different from general people,” “not the same group as general people,” “not pitiful,” and have “ability.” In conclusion, the institution’s power determined the identity of people with physical disabilities in Thai society. Simultaneously, while being oppressive, people with physical disabilities choose to adopt some given identity, negotiate, and construct other aspects of their own identity. As a result, the identity relationship, which appears to be consistently on both websites is that people with physical disabilities are “physically different,” “not the same group as general,” and have “ability.” The different areas are pitiful, which appeared in the Thairath Online news website that people with physical disabilities are “pitiful.” Still, Thisable news website rejects the identity and determines that they are “not pitiful.” The news presentation of people with physical disabilities in Thai media is often released without full understanding their identity. This happens because the media used an outsider’s perspective standpoint. As a result, the media may become a significant obstacle in the pursuit of an “Inclusive Society” where everyone can live and conduct social activities equally with dignity and without discrimination. The recommendations from this research to agencies related to media policy must raise awareness and encourage all forms of “media” to access counseling from people with physical disabilities. They should seek information and communication about disabilities from an insider’s standpoint to communicate using language and images in the news with respect to human rights.
Lifestyles and key factors affecting the adaptation of foreign muslim students in Thailand
Yaowanuch Sawhasun; Patchanee Cheyjunya (National Institute of Development Administration, 2020)
The research is aimed 1) to study the lifestyles of foreign Muslim students in Thailand 2) to explore foreign Muslim students’ living and intercultural communication problems in Thailand, and 3) to investigate the differences and relationship between the related factors and the level of foreign Muslim students’ adaptability in Thailand. The study is multi-methodology research, conducted by both quantitative and qualitative research. Survey questionnaires were collected from 286 foreign Muslim students. For qualitative research, an in-depth interview with foreign Muslim students, Thai friends, an instructor, and international students' advisor, a total of twelve samples, combined with the non-participant observation, and analyzed by descriptive and inferential statistics. Besides, Pearson Product Moment Correlation Coefficient was used and analyzed by t-test and ANOVA, including multiple regression analysis for predicting factors related to the level of foreign Muslim students’ adaptability in Thailand at the .05 statistical significance level. From the study, it was found that 1) Foreign Muslim students had sport and outdoor orientation lifestyle the most, followed by a cultural-orientation lifestyle. 2) Foreign Muslim students had low Thai language proficiency in every skill; thus, this caused their general living in Thailand. They specified the problem in the cognitive domain or the Thai language’s understanding the most as they could not communicate with local people outside the universities, not understand Thai signs, etc. Besides, insufficient Halal food and the inconvenience of finding it, including no provided places in the universities for their religious practices, were other main problems. No problem was found in the affective domain due to their motivation to study in Thailand, their positive attitude towards Thailand, Thai people, and Thai educational systems, including the low cost of living. They found no behavioral problems either. However, they expected to get free courses in the Thai language, but most universities did not arrange for them and discouraged them from learning Thai. 3) From the statistical analysis, foreign Muslim students' lifestyle patterns were found to positively correlate with the level of their adaptability, especially the cultural-orientation lifestyle. Foreign Muslim students had the overall adaptability at a high level. Personal factors and their predispositions, including their Thai language skills, were positively correlated at the .05 statistical significance level. From the multiple regression analysis of seven variables: communication, media exposure, religious influence, host culture environment, intercultural communication competence, lifestyle patterns, and Thai language skills, are found to predict the level of foreign Muslim students' adaptability 37%. Host culture environment, lifestyle patterns, and intercultural communication competence are found to be the most predictive factors. Intercultural communication competence in three domains: cognitive, affective, and behavioral, can predict the level of adaptability 20%, and competence in the affective domain is the most predictive factor. All seven patterns of lifestyle: cultural, social, entertainment, home and family, and sport and outdoor orientation, can predict the level of adaptability 18%and the cultural-orientation lifestyle is the most predictive factor.

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