Browsing คณะนิเทศศาสตร์และนวัตกรรมการจัดการ by Title
Now showing items 12-31 of 184
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Digital competence and digital literacy in social media usage for the visually impaired youths in Thailand
; (National Institute of Development Administration, 2018)
The objective of this study to examine the social media usage for the visually impaired youths in terms of digital competence and digital literacy, the result of social media using and create guidelines for the development of digital literacy in social media usage for visually impaired youths. This research utilized the mixed methods research methodology. The quantitative study or survey used the questionnaire as the data collection tool to collect data from a sample of 260 high school or equivalent and undergraduate students. The qualitative ... -
Dynamic construction of the Siamese-Malaysians' ethnic identity, Malaysia
; (National Institute of Development Administration, 2016)
The main objectives of the study “Dynamic Construction of the SiameseMalaysians’ Ethnic Identity in Malaysia” are to study the dynamic of the SiameseMalaysians’ ethnic identity in communication dimension and to analyze the communication forms in the construction of the Siamese-Malaysians’ ethnic identity in the context of Nation-State in Malaysia. Moreover, it examines and compares the meaning and value perceptions of the Siamese-Malaysians’ ethnic identity in each generation using qualitative research methods including focus group interview, ... -
Gay: the construction of sexual myths in advertisements
; (National Institute of Development Administration, 2018)
The objectives of the study, Gay: The Construction of Sexual Myths in Advertisement, are to study the changes of sexual myths in advertisements with gay-related content and to study consumers’ decoding of meanings in advertisements with gay-related content. The study is a qualitative research composing of various methodologies: documentary research, textual analysis, interview, in-depth interview and focus-group interview. The results reveal that signs conveying meanings through codes of advertisement elements are classified ... -
Gesture-based interaction for an office syndrome prevention : health communication through integrating experience into daily life for an arm-swing input device
; (National Institute of Development Administration, 2018)
Arm swing is a well-known exercise practiced throughout Asia. The benefits of regular exercise affect a person’s gait, shoulder function as well as head and body strength. This research presents a new study of gesture-based interaction by using arm swing as a gestural input command applied to any digital device used by people aged 21 to 50 years of age during their workday. After selecting five different occupations, i.e., student, lecturer, office worker, designer and industrial worker, their different routine tasks were studied. The sampling ... -
Identities and communication network of the middle-class underground lotto gamblers
; (National Institute of Development Administration, 2020)
This research has the objectives to study the identies of middle-class underground lotto gamblers and the subsequent development of the communication network. The study examines the connection among major dealers, small dealers, sellers, and middle-class underground lotto gamblers. It is a qualitative research utilizing in-depth interview for data collection from 15 respondents from Nakhon Ratchasima Province. The respondents have more than 5 years experience with income more than 18,000 baht. Consideration would be made based on the occupation, ... -
The influence of perceived celebrity endorser credibility in advertising on purchase intention of Thai consumers
; (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 ... -
Innovation of transmission process in networks communication from business alliances to educational alliances
; (National Institute of Development Administration, 2017)
This research is a qualitative research, aimed to study a transmission process, success and failure factors and to design a model of a network communication from business alliances to educational alliances. The research methodologies are a documentary analysis, a participatory observation and in-depth interviews with 33 key informants who are the opinion Leader of the organization, operational executives, heads of network groups, an academician, stakeholders, and alliances in both business and education sectors. The finding reveals that the ... -
Intercultural communication in the employment of burmese workers by local business in Southern Thailand
; (สถาบันบัณพิตพัฒนบริหารศาสตร์, 2017)
The aims of this present study are: 1) to investigate intercultural communications between Thai employers and Burmese workers in the south of Thailand; 2) to compare their attitudes towards Thai and Burmese cultures; and 3) to examine relationship between their personal and organization factors and adaptive abilities. A mixed-methods research design was employed. An in-depth interview was conducted with Thai employers and Burmese employees to provide qualitative data. For the quantitative part a questionnaire was distributed for data ... -
The interpretation of music styles among music students in Bangkok
; (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 ... -
Level of civic engagement on facebook and factors and motivations to create civic netizens : case study of assumption university students
; (National Institute of Development Administration, 2019)
The research of Level of civic engagement on Facebook and factors and motivations to create civic netizens: case study of Assumption university students is a quantitative and qualitative research. The researcher uses an experiment on Facebook and in depth interview to find (1) level of engagement (2) factors facilitate university students to become civic netizens (3) motivations facilitating for youth to become civic netizens (4) approach to create civic netizens. The research result demonstrates that (1) Thai youth have low level of ... -
Media literacy learning schema for Thai generation Y
; (National Institute of Development Administration, 2015)
The purpose of this study to is to construct a media literacy learning schema for Generation Y based on characteristics and competencies that exist within the Thai context. A needs assessment was conducted to evaluate Generation Y’s level of media literacy skills in three key areas, namely, people’s ability to access, evaluate, and create media content and information, as conceptualized in UNESCO Media and Information Literacy (MIL) framework. The needs assessment has enabled the identification of Thai Generation Y’s weaknesses and strengths ... -
Modelland approaches to establish advertising professional council
; (National Institute of Development Administration, 2015)
This research presents the model and approaches to establish of the Advertising Professional Council. The objective of the study is to analyze the type of formation, mechanism for self-regulation in foreign countries, relationship with the state agencies, expectations of the practitioners and stakeholders of the advertising industry towards the creation of an advertising professional council in Thailand. The study was conducted in order to develop a framework and set the direction for the development of the advertising professional council in ... -
New paradigm narrative and construction of meanings of Thai television drama with cross-media content
; (National Institute of Development Administration, 2020)
This research aims (1) to study the intertextuality between a Taiwanese television drama called “The Fierce Wife” and a Thai television drama called “Mia (Wife) 2018”; (2) to study the intercultural communication, values, ideology, and construction of the meanings of the “wife” of the television drama called “Mia (Wife) 2018” through the components of the new paradigm narrative; and (3) to study the audience’s perception and interpretation of the meanings of the “wife” of “Mia (Wife) 2018”. The research is qualitative, and the main methodologies ... -
The pattern of integrated marketing communications in building customer relationship in government training organizations, private training organizations and university training centers in Thailand
; (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. -
The rationalized processing model based on the information processing theory of consumers alcohol consumption decision in Bangkok metropolitan
; (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 ... -
Roles of discourses and the meanings of same-sex marriage communicated in the news of mass media in Thailand
; (National Institute of Development Administration, 2020)
The research, entitled “Roles of Discourses and the Meanings of Same-Sex Marriage Communicated in the News of Mass Media in Thailand,” reflects the study of meaning construction and power through discursive practice on same-sex marriage via the presentation of news of mass media in Thailand, including the study on the perception and interpretation of receivers with different social experiences and backgrounds. The concepts of sexual diversity, marriage, same-sex marriage, discourse, and discourse analysis, including audience analysis by a cultural ... -
Social media as a tool for family communication in the digital age: communication functions, relationship bonding and building of mutual understanding
; (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 ... -
Social TV: Communication from Television to Facebook (Workpoint TV and Thairath TV)
; (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. ... -
Strategic sustainability communication model of listed companies in the stock exchange of Thailand
; (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 ... -
Structural equation model of corporate social responsibility innovation, corporate image and corporate reputation towards corporate social responsibility innovation adoption among generation Y
; (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 ...