GSCM: Dissertations

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The branding of imaginary couples in boys’ love series
Ittithep Leenawarat; Patchanee Cheyjunya (National Institute of Development Administration, 2024)
This research aims to: 1) study the branding process of the “imaginary couples” in the Boys’ Love (BL) series, 2) examine the brand communication of the “imaginary couple” in the BL series with their fan groups, and 3) explore the fan groups’ perception of the “imaginary couple” brand in the BL series. The researcher studied two couples: Bright-Win and Yin-War. This study is qualitative research, using in-depth interviews as the primary tool for data collection. The participants included four BL series producers and marketing executives, as well as fan groups: five fans of Bright-Win and six fans of Yin-War. The research findings are as follows: 1) The Branding Process of the “Imaginary Couples” involves two approaches: (1) A full-scale conventional branding of an “imaginary couple,” starting from being actors in a BL series, leading to the emergence of an “imaginary couple” who can represent product brands, eventually becoming international idols and global brand ambassadors, such as the Bright-Win couple. (2) A brand extension approach where an already established and successful “imaginary couple” is featured in a BL series to further boost their popularity and name recognition, as seen with the Yin-War couple. 2) Brand Communication differs between the two companies studied. For the actors, Bright-Win, GMMTV chose to utilize online communication strategies through owned media to reach their teenage target audience, presenting content across multiple platforms to engage the target group. In contrast, fans of the Yin-War couple are more attached to the actors themselves than their characters in the series “Love Mechanics.” Therefore, WeTV Thailand primarily uses social media, focusing on Twitter and YouTube, as its communication strategy. Since WeTV Thailand does not own a television channel, Yin-War’s reach is not as broad as Bright-Win’s. 3) Perception of the Imaginary Couple’s Brand: The findings show that viewers initially like the characters in the series, leading to their interest in the actors. Fans admire the actors’ appearance, personality, and acting skills, which results in increased followership and the formation of fan groups. These fan groups primarily follow news and updates about the “imaginary couple” through social media channels, both of the actors and their affiliated companies and also maintain private group chats. Fans share similar memories and impressions, such as enjoying the actors’ appearance, acting skills, singing abilities, and natural on-screen chemistry. They also have shared experiences, such as attending events or buying concert tickets. Fans can recall each brand the couple represents as product endorsers and support those brands by purchasing their products. Most fans hope the “imaginary couple” will star in another BL series together again, and they are fully prepared to continue supporting the couple’s future endeavors.
The development of indicators for virtual personal brand components on social media
Chutinun Kaewkatorn; Patchanee Cheyjunya (National Institute of Development Administration, 2024)
The research aims to develop indicators of components that lead to overall effectiveness in the characteristics of virtual personal brands on social media. The study is divided into three phases. The first phase involves studying relevant theories and research, synthesizing them into a framework for considering indicator variables, grouping them, and using them to create a questionnaire for research using the Delphi technique in the second phase. The goal is to develop indicator variables and conduct confirmatory factor analysis in the final phase, using a sample of 352 Generation Z individuals who are knowledgeable about related topics and regularly use social media. The research findings show that among the three domain groups with 23 indicator variables, the domain group of indicators that best predicts the effectiveness of virtual personal brands on social media is the domain group showing effective characteristics of “brand elements,” consisting of 10 indicators ranked in order of influence from most to least: Clear Sign (Using clear and easily understood symbols), Visual Design Elements (All elements designed to exhibit their identities), Visual Distinction (Displaying unique appearance that is different from others clearly), Aesthetic (Beautiful), Recognition (Can be recognized upon seeing it), Symbolic (Conveying symbolic identity), Recall (Can be recognized without seeing it), Adaptability (Adaptable across values, time, and platforms), Consistency (Harmonized and utilized in the same direction), and Transferability (Adjustable to all regions and cultures). Next is the domain group showing effective characteristics of “brands and personal brands,” which consists of 7 indicators. Ranked in order of influence from most to least, these are Appearance (Possessing appearance that conveys personality clearly), Role Model (A prototype for the target group), Credibility (Credible), Memorability (Easily recognized or identified), Likability (Likable), Meaningful Association (Connecting with something meaningful), and Unique (Different characteristics). The domain group of indicators that predicts effectiveness the least well is the group showing effective characteristics of “virtual characters,” comprising 6 indicators: Expressiveness (Displaying clear and easy-to-understand expressions), Interaction (Responsive to designed characters’ attributes), Visual Attractiveness (Having attractive appearance), Human Profile and Persona (Having detailed personal and characteristics information), Psychological Human Resemblance (Expressing human-like emotions and feelings), and Physical Human Resemblance (Having components functioning like the human body). Overall, the results from the standardized factor loadings of the indicator variables in each domain show that external components that can be visually observed are critical, namely appearance, physical appearance, and clothing. It is also found that using design elements that are easily understood and clearly express identity helps in communication. In terms of interaction characteristics with receivers, although it must align with the defined identity, it does not necessarily need to have human-like appearance, emotions, or even realism.
A health communication model of sook enterprise, Thai health promotion foundation
Thitirat Charoenyingwattana; Kullatip Satararuji (National Institute of Development Administration, 2024)
This thesis entitled “A Health Communication Model of Sook Enterprise, Thai Health Promotion Foundation” was designed to achieve the following objectives: 1) to study key factors in designing message of health communication for Sook Enterprise, 2) to study communication channels and key drivers in health communication to foster participation in Sook Enterprise, and 3) to present a health communication model for Sook Enterprise to enhance public health promotion to improve well-being of Thai citizen. This qualitative research consists of three steps: Step 1: review related literature and studies to study key factors in designing message, communication channels, and key drivers in health communication. These findings are used to formulate in-depth interview questions. Step 2: conduct in-depth interviews with two main target groups of Sook Enterprise, namely 6 individuals from a business-to-business group working in employee well-being and intra organizational communication, and 10 individuals from a business-to-consumer group participating in the “Mission Challenge: Reduce Belly Fat, Reduce diseases.” Step 3: conduct focus group interviews and workshops with Sook Enterprise’s management committee, consisting of 7 members, to explore message, communication channels, and key drivers for effective health communication in the current era, aiming for higher participation and behavior change related to well-being. Based on the study, the key findings include: 1) Key factors in designing health communication message are stimuli, motivation, capability and resource appraisal, outcome variables, and cues in the message, namely persuasive techniques, such as the use of puzzles, fear approach, storytelling, and a variety of information sources and reference groups. 2) Key factors in health communication channels and key drivers for promoting participation in health communication include relevance to target group interests, blended value communication, adaptability to changing environments and contexts, and achieving deep impact or sustainable outcomes by addressing root causes. 3) The health communication model for Sook Enterprise to enhance health promotion and people’s well-being comprises four operational and communication platforms namely: “Collaboration Platform” for searching partners, brainstorming, fundraising, and resource mobilization; “Learning Platform” serving as a knowledge repository, database and a research hub, learning media, learning activities, and knowledge and skill development projects; “Solution Platform” providing consultation on communication strategies, problem-solving, project development, or activities that support sustainable well-being; and “Health Innovation Platform” for screening, collecting, and distributing high-quality health products and innovations at accessible prices for a wider reach.
Digitally depressed: the effects of digital media usage in regards to depression and approaches for alleviation for individuals and the society
Pritta Chasombat; Warat Karuchit (National Institute of Development Administration, 2021)
Digital media is inevitable. Users are claiming that digital media platforms have become part of their daily routines and their communication channels. If this is the case, it is believed that depressed users are using digital media to stay connected, communicate and other purposes, inevitably. Therefore, the aim of this study is how clinically diagnosed depressed patients (users) are using the digital media and whether it is helping or worsen their depressive symptoms. This study used mixed methodology, using survey questionnaires and semistructured interviews. The participants were depressed patients who used digital media platforms, where they were asked to evaluate and report the usage and the effects that digital media has on them. The questionnaires were conducted to explore generic information regarding depressed patients’ usage intensity, where the interviews allow the author to understand the patient’s in-dept feelings and opinions on specific topics. The results were compared and analyzed accordingly. Participants admitted of using digital media platforms as part of their daily routines for different purposes. The self-reported results show that digital media is like a double-edged sword to them as there are certain features that help their symptoms, for example, group-forming feature that compensate their offline relationships and other user-generated features. Some content, however, is harmful and negatively impact their depressive symptoms. Contents like misleading information around mental illness and suicide incident reports from the digitized news media on these platforms are claimed to negatively impact patients’ depressive symptoms as it is one of the contributing factors to the public stigma around depression.
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.
A causal model of factors affecting instructional communication effectiveness of instructors of different generations in Thai higher education institutions
Teerawan Opasbut; Patchanee Cheyjunya (National Institute of Development Administration, 2023)
The objectives of this research were to 1) study perceived communication competence, communication satisfaction, perceived communication problems, and students’ responses to instructional communication of instructors of different generations in Thai higher education institutions, 2) develop causal models of factors affecting instructional communication effectiveness of instructors of different generations in Thai higher education institutions, and 3) examine the congruence of the constructed model with the empirical data. This research is mixed-method research, comprising two research methodologies: 1) Qualitative research was to study students' opinions on instructional communication with instructors of different generations. In addition, in-depth interviews were conducted with instructors. 2) Quantitative research was to develop a causal model of factors affecting instructional communication effectiveness of instructors of different generations in Thai higher education institutions, by collecting data from a sample of 195 students, who had learning experiences with instructors from the three different generations. The quality research found that the results of communication effectiveness of instructors of different generations in the instructional communication context in Thai higher education institutions involve the following variables: 1) Perceived communication competence, 2) satisfaction with communication, 3) perceived communication problems between communication partners, and 4) students’ response to the instructors’ communication. The quantitative research findings reveal that all constructed causal models affecting instructional communication effectiveness of instructors of different generations in Thai higher education institutions are congruent with the empirical data at a statistical significance level of 0.05, 0.01, and 0.001. Considering the congruence indices, the causal model of instructors of each generations is as follows: 1) The model of Gen B instructors: Relative Chi-square = 2.093, GFI = 0.913, CFI = 0.968, NFI = 0.941, NNFI = 0.958, IFI = 0.969, RFI = 0.923, RMR = 0.033, 2) the model of Gen X instructors: Relative Chi-square = 2.236, GFI = 0.901, CFI = 0.962, NFI = 0.934, NNFI = 0.950, IFI = 0.963, RFI = 0.913, RMR = 0.026, 3) The model of Gen Y instructors: Relative Chi-square = 1.688, GFI = 0.926, CFI = 0.976, NFI = 0.944, NNFI = 0.969, IFI = 0.976, RFI = 0.928, RMR = 0.025, and 4) The model of instructors of all generations: Relative Chi-square = 2.171, GFI = 0.902, CFI = 0.967, NFI = 0.941, NNFI = 0.957, IFI = 0.968, RFI = 0.923, RMR = 0.020. All models have 8 out of 11 indices pass the determined criteria, with the following findings: 1) The model of Gen B instructors: Perceived communication competence has a direct positive effect on communication satisfaction, with a path coefficient of 0.896; communication satisfaction has a direct positive effect on response to communication, with a path coefficient of 0.762; and perceived communication problems have a direct positive effect on communication satisfaction, with a path coefficient of 0.113. 2) The model of Gen X instructors: Perceived communication competence has a direct positive effect on communication satisfaction, with a path coefficient of 0.908; and perceived communication competence has a direct positive effect on response to communication, with a path coefficient of 0.578. 3) The model of Gen Y instructors: Perceived communication competence has a direct positive effect on communication satisfaction, with a path coefficient of 0.880; and communication satisfaction has a direct positive effect on response to communication, with a path coefficient of 0.506, and 4) The model of instructors of all generations: Perceived communication competence has a direct positive effect on communication satisfaction, with a path coefficient of 0.901; and communication satisfaction has a direct positive effect on response to communication, with a path coefficient of 0.544. Overall, the variable of perceived communication competence has the highest total effect on communication satisfaction in all models.
Thailand's communication model in the post-covid-19 wellness tourism destination branding
Pinnachan Dangulavanich; Kullatip Satararuji (National Institute of Development Administration, 2023)
The COVID-19 pandemic has had a devastating effect on the global health and economy, including Thailand's tourism industry. Prior to the pandemic, Thailand’s tourism industry was flourishing, but it experienced a significant decline in GDP and an increase in unemployment. However, there is a growing interest in wellness tourism, and Thailand's strength in the wellness industry presents an opportunity for recovery. This current research explored Thailand’s post COVID-19 communication model in wellness tourism destination branding by addressing three research objectives. The first objective is to investigate the impact of the COVID-19 pandemic on Thailand’s wellness tourism industry from the perspective of DMOs. The second objective is to identify potential wellness destination brand positioning that can attract prospective tourists to choose Thailand as a post-COVID-19 wellness tourism destination. The third objective is to develop a comprehensive wellness tourism destination brand communication model that can be beneficial to the government, tourism destination marketers, and other tourism stakeholders. The research methodology employed a combination of qualitative and quantitative approaches. Qualitative research involved interviews with key informants from various organizations and experts in tourism and branding. Based on this research, six facets were identified for Thailand’s post-COVID-19 brand identity prism, including Physique, Personality, Culture, Relationship, Reflection, and Self-Image. Quantitative research was conducted using a survey administered to 408 international tourists who visited Thailand between August and October 2022. The data collected revealed that Thailand's wellness tourism brand met tourists' expectations in terms of reflection and self-image, while the cultural facet exceeded expectations and was highly important. The Physique, Personality, and Relationship facets were ranked lower in perceptions but were still considered highly important. Based on these findings, Thailand should focus on promoting its cultural facet and highlighting the opportunity for tourists to reflect on their well-being and personal development. Emphasizing the importance of the Physique, Personality, and Relationship facets in wellness tourism offerings can also attract more tourists. The study used Confirmatory Factor Analysis (CFA) to evaluate the structural equation model and analyzed the empirical data using AMOS. The study found that the perception of the wellness tourism destination brand has a significant positive effect on attitude towards Thailand's wellness tourism destination brand, which in turn has a significant positive effect on COVID-19 related factors and the selection of Thailand as a wellness destination. This signified that, in the post COVID-19 stage, the tourists might not consider the policies and statements addressing COVID-19 such as SHA or COVID-free as an important matter in selecting wellness destination. The findings recommended the HEAL model (Heritage, Experience, Authentic, and Likability) for Thailand’s promotional message design. The Heritage facet emphasized the significance of culture, traditions, and unique practices in creating exceptional wellness experiences. The Experience facet focused on offering a seamless wellness journey, addressing concerns, and prioritizing health and safety. The Authentic facet highlights the promotion of “Thai-ness” by integrating visible and vivid cultural elements. Lastly, the Likability facet showcases Thailand’s reputation for amicability, top-notch service, wellness competence, sincerity, sophistication, and commitment to hygiene and safety. By incorporating these insights, Thailand can redefine itself as a sought-after destination for transformative wellness journeys. This research could be beneficials for government, tourism destination marketers, policy makers, and other tourism stakeholders in the development of effective wellness tourism destination branding strategies that enhance Thailand’s competitiveness in the global tourism market.
Data storytelling about covid-19 and the new normal of people in the Bangkok metropolitan region
Kittikun Khakhai; Patchanee Cheyjunya (National Institute of Development Administration, 2022)
งานวิจัยนี้มีวัตถุประสงค์ได้แก่ 1) เพื่อศึกษาการเล่าเรื่องด้วยข้อมูลเกี่ยวกับไวรัสโควิด-19 ของศูนย์ข้อมูลโควิด-19 และศูนย์บริหารสถานการณ์โควิด-19 2) เพื่อพัฒนาโมเดลปัจจัยเชิงสาเหตุที่ส่งผลต่อการดำเนินชีวิต แบบปรกติใหม่ และ 3) เพื่อตรวจสอบความสอดคล้องของโมเดลปัจจัยเชิงสาเหตุที่ส่งผลต่อการดำเนินชีวิตแบบปรกติใหม่กับข้อมูลเชิงประจักษ์ โดยเป็นงานวิจัยแบบผสมผสาน (Mixed Method Research) มีระเบียบวิธีวิจัย 2 ส่วน ได้แก่ 1) ระเบียบวิธีวิจัยเชิงคุณภาพ ศึกษาการเล่าเรื่องด้วยข้อมูลเกี่ยวกับไวรัสโควิด-19 ผ่านเฟซบุ๊ก เพจศูนย์ข้อมูลโควิด-19 ในช่วงเดือนตุลาคม 2564 - เมษายน 2565 โดยมีการเก็บรวมข้อมูลโพสต์บนเพจเฟซบุ๊กเป็นประจำทุกวัน และใช้การวิเคราะห์ตัวบท (Textual Analysis) เพื่อวิเคราะห์ข้อมูล นอกจากนี้ยังสัมภาษณ์ผู้ที่เกี่ยวข้องกับการสื่อสารข้อมูลไวรัสโควิด-19 เพื่อยืนยันความสอดคล้องของข้อมูลที่ได้จากการวิเคราะห์ตัวบท จากนั้นจึงนำนำเสนอผลการวิเคราะห์ในรูปแบบพรรณนาวิเคราะห์ 2) ระเบียบวิธีวิจัยเชิงปริมาณ พัฒนาโมเดลปัจจัยเชิงสาเหตุที่ส่งผลต่อการดำเนินชีวิตแบบปรกติใหม่ เลือกกลุ่มตัวอย่างเป็นประชาชนในเขตกรุงเทพมหานคร จำนวน 285 คน ตัวแปรที่ใช้ในการศึกษา ได้แก่ รูปแบบการดำเนินชีวิต การแสวงหาข้อมูล การรับรู้ความง่าย การรับรู้ประโยชน์ การรับรู้ข้อมูลไวรัสโควิด-19 ความพึงพอใจ และการดำเนินชีวิตแบบปรกติใหม่ โดยนำผลวิจัยของการเล่าเรื่องด้วยข้อมูลไวรัส-19 ในส่วนของประเภทเนื้อหาการเล่าเรื่องด้วยข้อมูลเกี่ยวกับไวรัสโควิด-19 มาพัฒนาเป็นข้อคำถามเพื่อใช้วัดตัวแปรการรับรู้ข้อมูลไวรัสโควิด-19 และนำผลการวิจัยในส่วนของวัตถุประสงค์การเล่าเรื่องด้วยข้อมูลไวรัสโควิด-19 กับประเภทเนื้อหาการเล่าเรื่องด้วยข้อมูลไวรัสโควิด-19 มาประยุกต์ใช้เป็นข้อคำถามเพื่อใช้วัดตัวแปรการรับรู้ความง่าย การรับรู้ประโยชน์ เครื่องมือที่ใช้เก็บรวมรวมข้อมูลคือแบบสอบถาม และวิเคราะห์ข้อมูลด้วยเทคนิคสมการเชิงโครงสร้าง (Structure Equation Model) ผลการวิจัยเชิงคุณภาพพบว่า 1) การเล่าเรื่องด้วยข้อมูลเกี่ยวกับไวรัสโควิด-19 มีจำนวน 725 โพสต์ โดยมีลำดับการเล่าเรื่องที่มีลักษณะเป็นโครงสร้าง 2) วัตถุประสงค์ในการเล่าเรื่องด้วยข้อมูล ได้แก่ การให้ข้อมูลเกี่ยวกับไวรัสโควิด-19 ขอความร่วมมือให้ประชาชนปฏิบัติตามมาตรการของภาครัฐ และสร้างความเชื่อมั่นในการดำเนินงานในมาตรการของภาครัฐ 3) ประเภทเนื้อหาการเล่าเรื่องด้วยข้อมูล ได้แก่ สถานการณ์ไวรัสโควิด-19 มาตรการภาครัฐ และวัคซีนไวรัสโควิด-19 4) ประเภทการเล่าเรื่องด้วยข้อมูล เป็นประเภทผู้เล่าเรื่องขับเคลื่อนข้อมูล และสามารถแบ่งประเภทตามเกณฑ์เนื้อหาสาร ได้แก่ การเปรียบเทียบและขัดแย้งรวมกับการเปลี่ยนแปลงเวลา การเปรียบเทียบและขัดแย้ง การแสดงทิศทางไปข้างหน้า และการเปลี่ยนแปลงเวลา 5) โครงเรื่องการเล่าเรื่องด้วยข้อมูล เป็นโครงเรื่องแบบ Data Storytelling Arc ทั้งหมด 6) เทคนิค Data Visualization มีการใช้ทฤษฎีเกสตัลท์ในสร้าง จินตทัศน์ และเลือกใช้แผนภูมิ จำนวน 14 รูปแบบ 7) เครื่องมือและโปรแกรมที่ใช้ในการเล่าเรื่องด้วยข้อมูล ได้แก่ Tableau Adobe Illustrator และ Microsoft Excel ผลการวิจัยเชิงปริมาณพบว่าโมเดลปัจจัยเชิงสาเหตุที่ส่งผลต่อการดำเนินชีวิตแบบปรกติใหม่มีความสอดคล้องกับข้อมูลเชิงประจักษ์ โดยพิจารณาจากค่าดัชนีความสอดคล้อง ได้แก่ ได้แก่ Relative Chi-Square = 2.955, GFI = 0.901, CFI = 0.959, NFI = 0.940, NNFI = 0.934, IFI = 0.960 และ RFI = 0.904 ซึ่งผ่านเกณฑ์ที่กำหนดทั้งสิ้น 7 ดัชนี จากทั้งหมด 11 ดัชนี ทั้งนี้ยังพบว่าทุกตัวแปรในโมเดลมีอิทธิพลต่อการดำเนินชีวิตแบบปรกติใหม่ โดยตัวแปรความพึงพอใจมีอิทธิพลทางตรงเชิงบวกต่อการดำเนินชีวิตแบบปรกติใหม่ และตัวแปรการรับรู้ประโยชน์เป็นตัวแปรที่มีค่าอิทธิพลโดยรวมสูงสุดต่อการดำเนินชีวิตแบบปรกติใหม่
Business model innovation in the digital disruption era: the cases of the advertising agency
Pittayaphan Sriweawnetr; Bu-nga Chaisuwan (National Institute of Development Administration, 2022)
The advertising industry has an important role in helping to drive a country’s economy and social development, and it is undeniable that it continues to evolve in accordance with changing trends, technological advances, and digitalization. Massive digital disruption is dramatically reshaping the advertising industry landscape. Technological advances have altered the way consumers communicate, access entertainment, bank, shop, and, especially, interact with brands on their own terms whenever and wherever they choose. Consumers also want content tailored to their needs and interests. Marketers are now more than ever competing to capture consumers’ attention at the right moment. Thus, they must change their approaches in brand building and communicating with today’s consumers as digital disruption has also changed the media landscape impacting on brand’s advertising. This means that advertising agencies must change their roles as intermediaries by altering, adapting, and/ or disrupting to cope with changes in consumer behavior, technology with unprecedented speed, and accelerating changes in client needs to stay competitive and survive. Moreover, these changes are virtually constant and multifaceted. Thus, advertising agencies need to revisit their assets such as culture, structure, policies, resources, talents, and processes as well as their business model and revenue. To cope with this phenomenon, what should be the business models and significant innovations adopted in these fast-moving fronts so they can quickly exploit opportunities that arise to embrace digitalization? This qualitative study aims to discover how to improve advertising agencies’ competitiveness, both locally and globally, in this digital disruption era that creates changes and new challenges, including numerous new rivals for the advertising industry. It also aims to increase current knowledge of advertising agencies, regarding business models and their elements, to help reveal possible Business Model Innovation for advertising agencies in the digital disruption era. The research found that current advertising work is facing rapid changes caused by digital disruption as digital channels become the main communication avenues. The key informants have called the impact of this phenomenon, “the toppling of the board”, meaning digital disruption is resulting in old work models no longer being applicable. If ad agencies cannot transform to cope with these changes, the companies and people involved in the advertising industry may lose their work because they no longer can respond to changing consumer behaviors. Moreover, the term, “toppling of the board”, also relates to ad agencies’ business operation models. If ad agencies can transform their business operation models to meet the challenges caused by “the toppling of the board” phenomenon, they will be able to survive successfully as they adapt to cope with rapidly changing situations. The research results also show that current business operations must be transformed, including introducing new guidelines such as the establishment of teams and/ or diversification of skills and increasing the speed of work output to cope with the changes caused by digital disruption. The only way for an ad agency to survive now and in the future will require introducing flexible potential business models. Examples are presented in the research discussion which offers more variety and agility to meet the continual introduction of new trends and changes in target audiences and their buying decision making to be able to survive.
A comparative study of teaching methods to enhance fake news literacy skills
Thawatchai Doungthai; Warat Karuchit (National Institute of Development Administration, 2023)
This research aims to 1) study the knowledge about fake news in foreign countries and Thailand, 2) study and compare the effectiveness of different teaching methods on fake news literacy of the urban and rural youth, and 3) develop a training curriculum and manual on fake news literacy for a sample group of the urban and rural youth, including knowledge about fake news from foreign countries and Thailand between 2017-2021. The results on knowledge about fake news include: 1) history, 2) definitions, 3) types, 4) factors influencing belief in fake news, 5) methods of verification, 6) impact, 7) the role of social institutions in solving the problem, 8) case studies, and 9) laws and regulations related to fake news. The study found statistically significant differences in the scores before and after training using the methods of game-based, lecture-based, discussion-based, and mixed-methods teaching for the urban and rural youth at a .05 level. Lecture-based training resulted in the highest increase in scores for the urban youth, and mixed-method training resulted in the highest increase in scores for the rural youth. Furthermore, the mixed-method training resulted in the highest increase in scores for both groups of youth. The developed training curriculum on fake news literacy and the manual consist of 6 learning units: 1) definitions of fake news, 2) characteristics of fake news, 3) factors influencing receivers’ susceptibility to fake news, 4) methods of verifying fake news, 5) impact of fake news, and 6) laws and regulations related to fake news. The researchers developed the findings into a KAD model, comprising Knowledge, Activity, and Discussion, for effective fake news literacy training. It is recommended that all stakeholders should provide fake news literacy education to the public, and establish additional fact-checking centers. Digital media should also be socially responsible, and the government should have the authority to manage digital platforms related to fake news. Further research should explore different teaching formats, regions, and age groups, as well as conduct multiple evaluations. Additionally, a comparative study between online and offline teaching methods should be conducted.
Guidelines for the application of augmented reality in marketing communication for consumers' adoption of innovation
Kantalas Thongboonma; Chutisant Kerdvibulvech (National Institute of Development Administration, 2022)
The objectives of this study were to study the current application of augmented reality in marketing communication, to study the attitudes of entrepreneurs and innovators towards the application of augmented reality in marketing communication, to study the attitudes of consumers towards the application of augmented reality in marketing communication and to develop guidelines for the application of augmented reality in marketing communication for consumers' adoption of innovation. The data collection was performed through in-depth interviews with 3 groups of samples comprising the representative organizations with experience in using augmented reality in marketing communication and representative innovators for such organizations and representative customers with experience in using augmented reality in marketing communication The results showed that the main key elements of the application of augmented reality in marketing communication include the determination of objectives, the creation of open innovation, marketing communication, and corporate communication, demonstration of organizational potential, and business expansion. The support key elements include cost-effectiveness analysis and performance measurement. The main key elements of communication of the application of augmented reality in communication marketing include media relations, the use of presenters for communication, and having staff available to provide advice on the use of the augmented reality application. The support key elements include clear communication about augmented reality technology.The characteristics of augmented reality in marketing communication for consumer adoption of innovation include the characteristics which enhance Sense, Feel, Think, Act, and Relate marketing. The main key elements of the characteristics of innovation that enhance Sense marketing include virtual 3D presentations, innovative and engaging presentations, and visual representations that combine the virtual and real world. The support key elements include realistic visual representation. All these elements are Relative advantage characteristics of innovation. The main key elements of the characteristics of innovation that enhance Feel marketing include playfulness and inner feeling. The support key elements include the creation of the desire to participate. All these elements are Relative advantage characteristics of innovation. The main key elements of characteristics of innovation that enhance Think marketing include having useful information and clear details or stories of the products. The support key elements include having in-depth information. All these elements are Compatibility characteristics of innovation The main key elements of characteristics of innovation that enhance Act marketing include simple, intuitive instruction and service provision via corporate communication devices, both of which are Complexity characteristics of innovation; ease of application download, which is a Trialability characteristic of innovation; and creation of innovative experiences and services, both of which are Observability characteristics of innovation. The support key elements include integration with marketing platforms, which is the Complexity characteristic of innovation; integration with platforms used by consumers, which is the Trialability characteristic of innovation; creation of a virtual experience involves trying a real product or getting a real experience; creation of virtual experience from physical location; creation of virtual experience with a product in a physical location; and online service optimization. The latter four are Observability characteristics of innovation The main key elements of the characteristics of innovation that enhance Relate marketing include publication via social networks, which is the Compatibility characteristic of innovation; and use through online media, which is the Complexity characteristic of innovation. The support key elements include the creation of interactions between consumers and the creation of space for self-presentation, both of which are Compatibility characteristics of innovation. The results also showed that the benefits organizations gain from applying augmented reality in marketing communication include marketing communication, corporate communication, and business expansion.
Communication for revival and inherit Tai-Yong ethnic culture in Makok Sub-District, Pasang District, Lamphun Province, Thailand
Atcharabhorn Wannamakok; Asawin Nedpogaeo (National Institute of Development Administration, 2022)
The research titled, Communication for Revival and Inherit Tai-Yong Ethnic in Makok Sub-district, Pasang District, Lamphun Province, Thailand. The study has three objectives. The first is to study the condition of the Tai-Yong Culture in Makok Sub-district before and after the revival and inheritance of the Tai-Yong Culture. The second is to study the communications used in the revival and inheritance of the Tai-Yong Culture in Makok Sub-district. The third objective is to study the factors that affect the revival and inheritance of the Tai-Yong Culture in Makok Sub-district. This research utilized the qualitative research methodology together with Participatory Action Research: PAR, which has tools Community Based Research: CBR. The study examined the issues of revival and inheritance of the Tai-Yong community. They selected the Yi-ping lantern festival of the Tai-Yong people of Ban Makok. The research findings indicate that the condition of the Tai-Yong culture on the topic of hanging Yi-ping lantern is in the handicapped or about to be defective. It is close to being extinct. The strategy is to revive and recover the tradition by seeking the value and meaning of making the lanterns. The value and meaning of the culture was communicated to the people in the community for them to be aware and understand. After the completion of the research process, 11 people in the community learned how to make the lanterns and could sell them to earn additional income. There is better understanding of the meaning of the culture. This moved the condition of the culture to be survive but “can no longer remain in its original form”. It must be adapted to the changes of the times and could be inherited through continued participatory communications. An analysis of the roles and functions of the Yiping Ban Makok lantern found that roles and duties in the past include: 1) Individual duties are Duties that provide guidelines for living according to the principles of Buddhism. 2) Duties at the social/community level, namely duty to inherit Buddhist beliefs/as a medium for Buddhist worship and Duty to create memories together The role of the Yiping lantern disappeared for a period and was revived in research. Functions at the individual level are the role and functions that provide guidelines for living according to the principles of Buddhism. the role and function at the social/community level, namely the role and function to inherit the Buddhist beliefs/as a medium for Buddhist worship The role and function of the Yiping lantern that have remained in the past are responsible for creating memories together which is the role and function at the community/social level The newly emergingrole and function of the Yiping lantern include: the role and function at the individual level, such as the role and function to be a spiritual refuge by asking for blessings to enhance prestige, the role and function to promote physical well-being the role and function to promote mental well-being, the role and function to generate income, the role and function to enhance dignity and Pride, Group-level role and function, namely the role and function of creating a gathering of people in the community who are interested in making Yi-ping lanterns, and Community/society-level role and function, such as the role and function of creating and inheriting the identity of Tai-Yong EthnicBan Makok, the role and function to create public spaces of the community and the role and function to help each other in the community Communication for Revival and Inherit of Tai-Yong Culture on the issue of hanging Yi-ping lantern study found that the strategy that should be conducted for the preservation/revival/recovery is participatory communication as follows: 1) cooperate in the search for value and meaning; 2) collaborate on the media production as performers; 3) take part in editing and checking the media content and presentation; and 4) take part in the planning for the dissemination to the community. The factors that influence the revival and inheritance of the Tai-Yong people are 1) factors that cause the changes and revival and inheritance of the Tai-Yong culture; 1.1) factors in the communication process; 1.2) factors external to the communications include the context of community, which are community leaders as well as communications within the community. There are also culture capital, which include people, as well as politics and the government’s tourism policies along with communications technology. These factors could have both positive and negative impact. In addition, there is the factor of education. 2) Factors regarding the ability of the culture to fight. This is because the lantern is a media object that is driven by people who understand the potential. It requires knowledge and understanding along with the potential in communications of the people in the community to create the inheritance movement to the next generation. Another factor is the difficulty or ease of the culture. It is also found that in the research process there was the creation of “social innovation” in the Ban Makok community in three forms as follows: 1) Innovation in the research process to solve problems in the community using participatory research methodology as the mechanism to drive the cooperation. Also it involves the use of the communication process and data collection tools from community-based research; 2) innovation in the learning process to create participatory communications in the community; and 3) innovation in creating the new path for learning culture through the participatory research process together with the people of Ban Makok.
Knowledge management in the animated film production of royal Thai massage in the context of creative economy
Chudanat Sudthongkhong; Wichian Lattipongpun (National Institute of Development Administration, 2022)
The objectives of this research article were to study the knowledge management process for the short animated film production of royal Thai massage and study the effectiveness of the produced media and content of the royal Thai massage by analyzing information from the document, the animation production team, a Thai massage teacher, and the animation of royal Thai massage analyze signs used. An in-depth interview from the sample group on their opinion after watching animation together with non-participant observation and participant observation. The results of the study Knowledge Management in the Animated Film Production of Royal Thai Massage in the Context of Creative Economy reveal that 1) Knowledge that is stored or created brings knowledge that is available from different places, both from persons, and collected from sources such as databases or usable written documents. It should be stored systematically for easy and quick delivery. 2) Knowledge Processing is the creation of newly created knowledge, such as accessing knowledge through new technologies in designing and displaying drawing programs, image editing programs, audio recording programs, and animation editing programs to provide organized knowledge. The system is organized for ease of use through the storage program, and data is categorized. 3) Knowledge dissemination is the transfer of knowledge that already exists both from the individual and the organization. It is both personal communication, information communication, and electronic storage such as file sharing, and photo or video sharing. Examples and work experiences and solutions to problems are told through interpersonal communication, group discussions, or small group meetings. Such experiences enable the tasks assigned to be accomplished for their intended purpose. Digital content work or animation production team will learn and exchange work in the role when necessary. It also allows the production team to see the working mechanism of the whole system. 4) Sharing knowledge is the transfer of knowledge and applying knowledge for mutual benefit. There are many ways, such as recording, designing and skating, small group meetings, and communication within the team to exchange learning through social media such as Line Group and Facebook Messenger. In addition, data is also shared on Google Drive so it easily accessed the member's information. 5) Knowledge presentation is to apply the knowledge of individuals accumulated by exchanging knowledge, working experience, and sharing knowledge as a base for designing and creating new works.
Message design in integrated marketing communication of a leading real estate company in Thailand
Acharee Meksiri; Asawin Nedpogaeo (National Institute of Development Administration, 2022)
The study entitled, “Message Design in Integrated Marketing Communication of a Leading Real Estate Company in Thailand,” is qualitative and quantitative research, analyzed by Jean Baudrillard’s concept of consumption logic, Pierre Bourdieu’s concept of semiology and taste, and the concept of integrated marketing communication (IMC) as the research conceptual framework. A quantitative content analysis of the message appearing in the IMC tools of a leading real estate company was conducted in combination with an in-depth interview and documentary research. From the study, it is found that the meanings created by the producer or a leading real estate company accord with those perceived by consumers. Thus, it shows the congruence between the encoded and decoded logic of consumption. Furthermore, it is found that “houses” from the classification as “necessity goods,” or one of the four requisites responding to human basic needs, become a high-value commodity, classified as “luxury goods” with sign value to signify consumers’ distinguished identities rather than commodities of use value only. Accordingly, the message created by the real estate company induces a set of meanings for consumers to express what their houses mean to them. Another distinctive variable is "taste," which determines consumers' selection and purchase of types of housing commodities. According to Baudrillard's concept, the consumption of sign power is caused by oversupply production; thus, people in society are driven towards sign value via their consumption. As a result, it turns their consumption to be endless sign consumption. Therefore, houses or housing commodities are classified as luxury goods once symbolic meanings are encoded and then houses can be sold with sign value. Nevertheless, due to market conditions during the economic slowdown, the power of sign created by real estate companies cannot be operated fully. Sales of signs confront some restrictions under certain circumstances. Besides, from analyzing the real estate marketing situation with the negative impact on the purchase of or investment in real estate, the demand, and supply of housing tend to be decreased whereas the power of sign cannot facilitate marketing mechanisms to the fullest. Under a situation that yields negative impacts and causes economic crisis or during the economic deceleration, the real estate business in Thailand needs to be cautious and fostered until the economy of such business will be recovered.
Beauty business model under good governance in the digital era
Siriporn Waname; Bu-nga Chaisuwan (National Institute of Development Administration, 2022)
The research aimed to 1) study the external conditions of beauty-product businesses in the digital era, 2) examine the ethics of beauty-product businesses in the digital era, and 3) develop a model for beauty-product businesses in the digital era under good governance. The study is qualitative research, conducted by documentary analysis, i.e., documents, websites from information sources, and key entrepreneurs’ websites; and in-depth interviews with entrepreneurs of beauty-product businesses in the digital era, dealers of beauty-product businesses in the digital era, and experts in the beauty business in the digital era and marketing communication. The findings showed that after the decline of the image of online beauty-product businesses in 2018 causing no trust in the businesses and product quality, and the pandemic of Covid-19 crisis, there were beauty-product businesses with one of the four business models that can still be operated up to now: 1) branding orientation, 2) distribution orientation, 3) distribution through the dealership orientation and 4) investment orientation. All of these models are connected and interdependent, while entrepreneurs can adjust their model by their facing business conditions. Codes of ethics in business operations are latent strategies in each component of all four business models since they are crucial factors enabling businesses to survive and transcend changes in external business conditions.

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