Recent Submissions

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    Modelland approaches to establish advertising professional council 

    Sarunthita Chanachaiphuwapat; Bu-nga Chaisuwan (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 T...
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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 ad...
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    Media literacy learning schema for Thai generation Y 

    Nudee Nupairoj; Ousa Biggins (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 streng...
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    A causal model of passenger service quality factors at Suvarnabhumi Airport 

    Chomchanai Bunluesintu; Pachanee Cheyjunya (National Institute of Development Administration, 2015)

    This research on a casual model of passenger service quality factors at Suvarnabhumi Airport aimed 1) to study integrated marketing communications, service quality, passenger satisfaction, and passenger loyalty, 2) to analyze both direct and indirect factors of service quality, and 3) to develop a casual model of passenger service quality management factors.The hypothesized model was based on the service quality, satisfaction, and loyalty. The results will be beneficial to airport management for planning and marketing communications. Both...
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    An analytical study of factors affecting innovative capability and adaptation strategies of Thai newspaper organizations in the digital age 

    Worawudh Phakdiburut; Jitraporn Sudhivaraseth (National Institute of Development Administration, 2018)

    This research aims to 1) examine the factors affecting the innovative capability of Thai newspaper organizations in the digital age, and 2) investigate the adaptation strategies of Thai newspaper organizations in the digital age. A mixed-method research, quantitative and qualitative approaches, was employed. For the quantitative approach, a survey was administered via questionnaires. The sample consisted of 400 personnel in Thai newspaper organizations, selected by multi-stage sampling technique. Statistical data analysis was conducted by descr...
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    Data journalism: principle development and knowledge adaptation in Thailand 

    Ekapon Thienthaworn; Warat Karuchit (National Institute of Development Administration, 2018)

    This research aims to: 1) study the knowledge and use of Data Journalism in other countries; 2) study the knowledge and use of Data Journalism in Thailand as well as the obstacles and problems in the development of knowledge and use of Data Journalism in Thailand; and 3) create the guidelines for development the knowledge and promotion of the use of Data Journalism in Thailand. The qualitative research methodology is used to conduct a research. Firstly, the documentary research was used to examine and analyze all related documents , which we...
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    Digital competence and digital literacy in social media usage for the visually impaired youths in Thailand 

    Prapaporn Ratano; Warat Karuchit (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 s...
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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 fou...
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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 methodolo...
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    Innovation of transmission process in networks communication from business alliances to educational alliances 

    Tanyaluck Thanapakit; Patchanee Cheyjunya (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 co...
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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 proces...
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    Gay: the construction of sexual myths in advertisements 

    Chachaya Sakuna; Patchanee Cheyjunya (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 classi...
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