Development of the causal relationship model for innovative communication management on image and reputation of international programs in Thai universities
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2019
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2562
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eng
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application/pdf
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286 leaves
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b211045
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ผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)
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National Institute of Development Administration. Library and Information Center
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Nutthaboon Pornrattanacharoen (2019). Development of the causal relationship model for innovative communication management on image and reputation of international programs in Thai universities. Retrieved from: https://repository.nida.ac.th/handle/662723737/6383.
Title
Development of the causal relationship model for innovative communication management on image and reputation of international programs in Thai universities
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Abstract
The aim of this research is to study the development of the causal relationship
model of the management innovation of image and reputation communication of
international programs of Thai universities. This research is a mixed research using a
combination of methodologies including secondary data, qualitative research, and
quantitative research. The samples are students studying in bilingual or English programs
at public and private high schools in the Greater Bangkok Area totaling 580 respondents.
Structural Equation Modelling was used to analyze the direct and indirect effects among
the variables. The results of the analysis of the structural equation of the causal relationship
model of management innovation of image and reputation communication of international
programs of Thai universities were consistent with the empirical data in accordance to the
statistical acceptance level with Chi-Square value = 42.124 df = 31.0 Sig. = 0.088 & gt;
0.05 and CMIN/df. = 1.359 & lt; 2.0. This model consists of the variables of perception of
news and general information, integrated marketing communication, management, image,
and reputation of international programs of universities in Thailand. The model fits the
empirical data. The most influential factor affecting the image and reputation of
international programs in Thai universities was the program management. This is followed
by the integrated marketing communication of international programs in Thai universities.
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Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2019