GSCM: Dissertations
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- ItemGuidelines for the application of augmented reality in marketing communication for consumers' adoption of innovationKantalas 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.
- ItemMessage design in integrated marketing communication of a leading real estate company in ThailandAcharee 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.
- ItemKnowledge management in the animated film production of royal Thai massage in the context of creative economyChudanat 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.
- ItemBeauty business model under good governance in the digital eraSiriporn 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.
- ItemCommunication for revival and inherit Tai-Yong ethnic culture in Makok Sub-District, Pasang District, Lamphun Province, ThailandAtcharabhorn 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.
- ItemYouth radio programs during the insurgency in three Southern border provinces of ThailandAthitaya Somlok; Patchanee Cheyjunya (National Institute of Development Administration, 2018)This study aims at investigating 1) the circumstances of radio programs for youth, 2) youth’s exposure behavior, use of media, and needs of radio programs, and 3) the circumstances of preferable radio programs for youth in unrest situations and the mechanisms which accelerate sustainable radio programs for youth. Firstly, in the qualitative part data were gained from 1) 48 records of radio programs, 2) 39 broadcasters, and 3) 46 representatives for a group discussion. Secondly, the quantitative data were obtained from 384 teenagers. The data were analyzed through descriptive statistics including frequencies, percentage, means, t-test, and One Way ANOVA. Findings: Firstly, regarding the policies, three typical types were found; 1) broadcasting sponsored by station directors, 2) broadcasting sponsored by affiliations, and 3) programs without sponsorship. Most of the broadcasters were adults, youth, and collaboration between adult and youth. Next, 2 radio formats were 1) magazine programs and radio talk and 2) mixture of various formats. Most of the programs featured drugs, teen problems, multicultural society, unrest situations, and etc. Next, the methods of presentation involved; 1) the use of Central Thai, Malays translated into Thai for interviews, Thai and the targeted language in language tutoring programs, and the use of Thai with local Malays, 2) styles of talk between friends or between adults and youth, and 3) the use of informal language. Finally, regarding the problems and adjustment of the programs; 1) the presentation of unrest situations in the areas gained little support and collaboration among networks might be helpful, 2) the presentation of the content was controlled by the government and the audience, providing online channels to get the audience feedbacks and the neutral content might be helpful, 3) some youth believed that radio was obsolete and modern technology might be useful in extending channels of exposure and promoting networks, and 4) asking for sponsorship from affiliations, volunteers, or seeking from other sponsors might be effective in dealing with inadequate funding. The findings showed that radio was the second most frequently used medium after the Internet and television. The youth usually exposed to the radio on their mobile phones at homes. Moreover, most audience benefited from exposing to radio programs as they learned social situations, crises, and etc. To be specific, the exposure to the radio programs provided appropriate role models for male youth and they could greatly learn different opinions, while female audience moderately benefited from the programs. In addition, it was found that 1) the most preferable type of radio programs included music and Q&A, 2) 11 areas of the content were needed including religion, drugs, crises in the area, and etc., Concerning the preferable radio programs, 1) NBTC should release the ban on advertising or provide sponsorship, 2) youth and adult broadcasters should be promoted to become professional, 3) youth participation should be endorsed, 4) 20 categories were discovered; volunteering events should be presented for social activities, religion diversity should be presented in order to promote mutual understanding of multicultural society, for turmoil situations, the broadcast should include warning and soothing, 5) for the presentation, (1) varieties of languages should be presented, (2) styles of talk should be pleasant and fun with sincere voice. The mechanisms accelerating sustainable radio programs were; 1) sponsorship by government sectors, local institutions, and etc., 2) promoting networks, 3) releasing ban on advertising, 4) including more broadcasting channels, such as connection to main stream media, broadcasting through online media or through broadcasting towers, and 5) participation of the audience and relevant parties.