Now showing items 1-20 of 41

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    Transformation of newspaper journalists to civic journalists in Thailand in convergent media age 

    Suchat Sritama; Ousa Biggins (National Institute of Development Administration, 2015)

    The research aimed to explain how Thai newspapers change themselves from traditional to convergent media, to compare roles of convergent journalists and traditional newspaper journalists, to explore how newspaper journalists transform themselves to civic journalists in convergent media age, and to propose an appropriate civic journalism model for newspapers in Thailand.
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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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    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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    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 strengths ...
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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 ...
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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 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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    Universal design for building an inclusive society in Thailand : community-based social marketing 

    Siripan Krasaesan; Ousa Biggins (National Institute of Development Administration, 2016)

    World population is changing to become an aging society in regions such as Europe and North America. Thailand too is becoming an aging society. The data from the national statistics office forecasts that in the next 10 years Thailand will become a complete aging society. It is time to address this situation, which not only concerns the income or health of the elderly, but also about how they can live comfortably in an aging society. Universal design principles could help them to live better. It can aid accessibility to all places and allow ...
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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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    Dynamic construction of the Siamese-Malaysians' ethnic identity, Malaysia 

    Thatsanawadi Kaeosanit; Ubolwan Premsrirat (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, ...
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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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    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 ...
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    Intercultural communication in the employment of burmese workers by local business in Southern Thailand 

    Preeda Nakaray; Yubol Benjarongkij (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 ...
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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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    Beijing film academy in search of individuation 

    Chitti Urnorakankij; Patchanee Cheyjunya (National Institute of Development Administration, 2017)

    “Beijing Film Academy in Search of Individuation” is a qualitative research aiming to study instructional curriculum of Beijing Film Academy (BFA) , social context, and other environmental factors, such as the quality of BFA students, instructors, and executives, including related physical factors. The Concept of Individuation of Gilbert Simondon and A Theory of Practice of Pierre Bourdieu, including the Concept of Knowledge and Power of Michel Foucault is used as a framework for this study. Data collection is conducted by documentary ...
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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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    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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    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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    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 classified ...
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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 ...