Now showing items 23-42 of 216

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    Social media as a tool for family communication in the digital age: communication functions, relationship bonding and building of mutual understanding 

    Korakot Sanjit; Warat Karuchit (National Institute of Development Administration, 2017)

    This research aims to study the role of social media as a tool for family communication in the digital age. A mixed methodology, i.e., quantitative and qualitative, was employed. The results are as follows: Social Media plays a major role in family communications during this digital age with the attributes of the communication and application techniques employed affording a wide range of communication methods. These then have expanded the limits previously set on time and place, thus promoting more communications between the family under four ...
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    Social TV: Communication from Television to Facebook (Workpoint TV and Thairath TV) 

    Pornchai Chanvisatlak; Asawin Nedpogaeo (National Institute of Development Administration, 2019)

    The study on Social TV: Communication from Television to Facebook (Workpoint TV and Thairath TV) is a mixed method research, comprising of content analysis on ThairathTV’s official Facebook page and interviews the operator on their content selection and their transmedia production process in order to publicize their television content on the official Facebook page, as well as the interaction of the users. The study found that: During normal period , the social media team would select and deliver content based on television station’s position. ...
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    Strategic sustainability communication model of listed companies in the stock exchange of Thailand 

    Rittipol Kuntasuwun; Yubol Benjarongkij (National Institute of Development Administration, 2018)

    “Sustainable development” or “Sustainability” is indicative of Thailand being affected by the "Bubble Economy" in 1997. During the crisis His Majesty the King Rama IX gave a royal remark to the Thai people with concept "Sufficiency Economy Philosophy", which has been adopted as a framework for sustainability. Thailand has encountered several weaknesses such as society, economy, politics, and environment. In 2015, Thai Cabinet has prepared the "National strategy" as motto as "Stable, Prosperous, and Sustainable". In the respect of Thai listed ...
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    Structural equation model of corporate social responsibility innovation, corporate image and corporate reputation towards corporate social responsibility innovation adoption among generation Y 

    Chonnikarn Seritanondh; Yubol Benjarongkij (National Institute of Development Administration, 2018)

    This research on Structural Equation Model of Corporate Social Responsibility Innovation, Corporate Image and Corporate Reputation towards Corporate Social Responsibility Innovation Adoption among Generation Y aims to (1) examine the social issues and the attributes of innovation in CSR innovation of three organizations; Charoen Pokphand Foods Public Co, Ltd., Siam Cement Group Public Co, Ltd. and PTT Public Co, Ltd.  and (2) test the Structural Equation Model of CSR innovation, corporate image and corporate reputation towards CSR innovation ...
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    Television industry and its role in the new media landscape under the system of digital economy 

    Natthakan Kaewkhum; Yubol Benjarongkij (National Institute of Development Administration, 2020)

    This research is aimed to study changes in the television industry in Thailand under the digital economy system, to explore the adaptation of the television industry in Thailand in the new media landscape, to examine the roles of television in the new media landscape, and to investigate viewers’ perspectives on the roles and adaptation of television in the new media landscape. The research is a mixed-methods study, composing of both qualitative and quantitative research. For the qualitative research, documentary research, and content analysis on ...
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    Thai multinational companies and their corporate branding in the Asean region 

    Aditap Ketchart; Yubol Benjarongkij (National Institute of Development Administration, 2018)

    The objectives of the study, Thai multinational companies and their corporate branding in the ASEAN region, are to study the process of corporate branding of multinational companies in Thailand, to study the process of corporate branding of multinational companies in the ASEAN region.to study the factors based on the branding process of domestic organizations and expansion to ASEAN and to summarize data based on the corporate branding model for Thai multinational companies to expand to the ASEAN region. The study used qualitative research through ...
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    The analysis of fear in dystopian films in the early 21st century 

    Jivasit Virameteekul; Chanansara Oranop Na Ayutthaya (National Institute of Development Administration, 2021)

    The research aims to study fear appearing in dystopian films in the early 21st century (2001-2020) through qualitative research conducted by textual analysis and website documentary research. The samples were selected from four dystopian films with four dimensions of fear: Social disparity in "In Time" (2011), dictatorship in "V for Vendetta" (2005), scientific and technological growth in "I, Robot" (2004), and a natural disaster in "Children of Men" (2006). The concepts of fear, film genres, and a dystopia were applied as a conceptual research ...
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    The causal model of factors affecting Thai customer loyalty towards e-commerce business 

    Lalita Puangmaha; Patchanee Cheyjunya (National Institute of Development Administration, 2017)

    This research utilizes the mixed method research with the objectives to develop and to examine the consistency between the causal model of factors affecting Thai customers loyalty towards e-commerce business and the empirical data, furthermore to explore the opinions of academics and online marketers in relating to the marketing communication factors influencing Thai customers loyalty to e-commerce business. The research method has been divided consecutively into two parts which are; Part 1: the quantitative research conducting survey methodology ...
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    The comparison of teaching approaches for media literacy: case study of Assumption university student 

    Natcha Sathapornsathit; Warat Karuchit (National Institute of Development Administration, 2018)

    This research presents the comparison between 3 teaching approaches to find the most effective teaching approach and create guideline for choosing teaching approach for media literacy education, to ultimately improve the level of media literacy in Thai youth. The approaches being compared are the 100% lecture-based approach, the 50% lectures-based and 50% activity-based, and the 100% activity-based approach. The 50% lecture-based and 50% activity-based is expected to be the most effective teaching approach.   This research study is an experimental ...
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    The development of a structural equation model of communication factors for health communication of community 

    Kirati Kachentawa; Patchanee Cheyjunya (National Institute of Development Administration, 2016)

    This research was meant to study (1) the means of communication based on three paradigms of health in successful communities; (2) to analyze the communication factors that lead to the success stories of communities in health communication; and (3) to develop and validate the congruence of the measurement model and the structural equation model of communication factors for health communication of community with empirical data. Research methodology was mixed method separated into 2 phases the following: Phase I: qualitative research method that ...
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    The development of Asean cultural indices and Asean cultural measurement for media 

    Panurit Sarasombat; Patchanee Cheyjunya (National Institute of Development Administration, 2017)

    This research is an exploratory research, applying mixed research methods of both qualitative and quantitative, aims to study typology, domain, and characteristics of cultural indices and measurement for media. The research was conducted in 3 stages. The first stage was the stage of documentary research on related theories, concepts, and articles, and of gaining experts’ opinions by Delphi Technique. The second stage was the stage of factor extraction towards cultural sub-components and indicator factors, conducted with 720 mainland-ASEAN ...
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    The development of innovative strategic public relations via online social media of the private sectors in Thailand 

    Apichat Puksawadde; Pratoom Rerkklang (National Institute of Development Administration, 2015)

    The research on The development of Innovative Strategic Public Relations via Online Social Media of the Private Sectors in Thailand aimed to study the status of the use of online social media as an innovation of strategic PR of the private sectors in Thailand, to study the status of strategic PR operations through online social media of the private sectors in Thailand, to study the platforms of the use of online social media, the objectives of the use of online social media, the platforms of PR and the PR content on both websites and online ...
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    The development of prototype branding for sustainable rice from small-scaled farming in Thailand 

    Panpilas Kuldilok; Bu-nga Chaisuwan (National Institute of Development Administration, 2018)

    The research of Development of Prototype Branding for Sustainable Rice from Small-scaled Farming in Thailand has the essential objectives which includes 1) To study the branding process and communications from rice brand of successful farmers who have production process of small- scaled farms in Thailand; 2) To study methods and prototype of sustainable rice branding for farmers who have production process of small-scaled farms in Thailand; and 3) To study acceptance of  sustainable rice branding prototype for farmers who have production process ...
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    The influence of perceived celebrity endorser credibility in advertising on purchase intention of Thai consumers 

    Parichart Wongweeranonchai; Asawin Nedpogaeo (National Institute of Development Administration, 2016)

    Celebrity endorsement is the most popular advertising strategy used worldwide. It has gained attention from both academics and practitioners over the past decade. Though the celebrity credibility measurement model was validated in many countries originally in U.S and other Asian countries, the reviews have shown that the impact of the celebrity credibility on the purchase decision varies based on the different countries. Moreover, Thai advertisers have used the celebrity strategies widely to promote products but the number of the studies on the ...
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    The interpretation of music styles among music students in Bangkok 

    Peerawat Tan-intaraarj; Wichian Lattipongpun (National Institute of Development Administration, 2016)

    Human behavior can be influenced by the media through observational learning. Visual and verbal communication act as stimuli that can have a strong impact on the learning process. However, music can be considered a third form of communication, and thus, this research, “The Interpretation of Music Style among Music Students in Bangkok”, has two research objectives: 1) to identify how music tracks can influence music students’ mental imaging and 2) to study how specific behaviors in decision making and mental images are influenced by music ...
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    The journeys of capital accumulation, transformation, extension and communication strategies for the image-making of Thai marathon running celebrities 

    R-Titaya Subsinwiwat; Wichian Lattipongpun (National Institute of Development Administration, 2021)

    This research aims to study the processes of capital accumulation, capital transformation and capital extension of Thai marathon running celebrities and to study communication strategies for the image-making of Thai marathon running celebrities. The study separates into three parts: personal background, their duration in the entertainment field, and their duration in the marathon field. According to the study objectives, the sample population is selected by the purposive sampling method using the selection criteria. The individuals who are mentioned ...
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    The model of success factors affecting consumer purchase intention by video advertising via online influencers 

    Maythaya Preeyanon; Patchanee Cheyjunya (National Institute of Development Administration, 2021)

    The study was mixed-method research of both qualitative and quantitative, aimed 1) to study the development of advertising using an online influencer from the past to the present, and 2) to test a structural equation model of success factors affecting consumers’ purchase intention by video advertising via online influencers. The research was conducted into two parts. Part 1: Qualitative research was conducted by descriptive research methodology, which was documentary research of information or articles on websites within 10 years from 2011 – at ...
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    The pattern of integrated marketing communications in building customer relationship in government training organizations, private training organizations and university training centers in Thailand 

    Sureerak Wongtip; Pratoom Rerkklang (National Institute of Development Administration, 2016)

    The research The Pattern of Integrated Marketing Communications in Building Customer Relationship in Government training organizations, Private training organizations and University Training centers aims to study integrated marketing communications in building customer relationship, its effectiveness in government training organizations, private training organizations and university Training centers in Thailand, and to specify the forms of integrated marketing communications used by the three types of training organizations.
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    The rationalized processing model based on the information processing theory of consumers alcohol consumption decision in Bangkok metropolitan 

    Kritsada Nurakkhe; Yubol Benjarongkij (National Institute of Development Administration, 2019)

    This research aims to study the influence, strategies and marketing communication management of the alcoholic beverage manufacturers. The campaign communication in reducing, avoiding and quitting alcohol consumption of the Thai Health Promotion Foundation (Thai Health)and influential people that affect consumption behavior based mainly on the Information Processing Theory. In order to stop the alcohol consumption to have a great impact on the overall society, all the relevant factors must be integrated with the policy planning related to the ...
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    The symbolic alteration of hello kitty and its connotation in Thailand 

    Navinee Rodkaew; Asawin Nedpogaeo (National Institute of Development Administration, 2018)

    The research title of “The Symbolic Alteration of Hello Kitty and its Connotation in Thailand” aims to study 1) the construction of meaning in Hello Kitty through the view of scholars, professionals and experts of Japanese culture in Thailand and 2) to study each element of Hello Kitty under the meaning given by Thai consumers, as well as to find sign factors and meaning that affect product consumption behavior of the consumers.