GSCM: Dissertations
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- ItemIntegrated financial communication framework: how interactivity, motivational design and behavioral economics enhance investment intentionEgkachai Angkawanich; Kullatip Satararuji (National Institute of Development Administration, 2020)The objective of this study is to develop the Integrated Financial Communication Framework (IFCF). The goal is to promote the knowledge and understanding necessary to achieve the objectives based on the investment intention of individual investors. Data was collected from investors, who used the Integrated Financial Communication System (IFCS), utilizing a questionnaire. The analysis of the data was conducted using PLS-SEM of the communication model, which is comprised of interactivity, gamification, learning motivation, information-processing, and risk aversion impact on investment intention. The second part is a content analysis of benefit of investing influencing factors that impact investing decision and behavioral bias. The research findings from the first part of the study indicated that learning motivation is important to the achievement of the goals of investment intention. This is followed by gamification and interactivity. It is also found that these two factors have to be modified to increase the effectiveness of communications. Thus, it is found that the PLS-SEM among individual investors have different responses to the factors. The findings from the second part of the study indicated that cognitive errors, were the group of factors that had the most influence of investment. It is the mediator between information-processing and risk aversion. This is followed by emotional biases, which is the mediator between risk aversion and investment intention. It is also found that emotional benefit such as self development created the perspective of self-fulfillment. This is the most important influence on the investment action of individual investors. The most influential supporting factor used in the decision-making is past stock price return. This study has developed the framework for communications to create investment intention among individual investors. The strength of the communication model presents the importance of managing communications through understanding of Thai investors’ behavior. This allows stock brokers and financial institutions to develop, improve, and promote financial communication in the stock market targeted to the individual to fulfill their needs.
- ItemCreating shared value communication for Thai companiesChanatta Satsue; Kullatip Satararuji (National Institute of Development Administration, 2020)In the past, business organizations focused only on the highest profitability by neglecting social and environmental responsibility. However, with the changes in society, economy, politics, and environment, including innovation and technology, the organization has to communicate to all stakeholders more about social responsibility issues as a result. Therefore, this case study qualitative research aimed to study the process of creating shared value (CSV) and the impact of the shared value communication process in the context of Thai society. It aimed to use as a conceptual framework for developing the process of communicating CSV in business organizations in Thailand. Two large business organizations in Thailand: Bangchak Corporation Public Company Limited (BCP) and The Siam Cement Public Company Limited (SCG), were selected as study cases. Ten key informants were purposively selected from each organization, consisting of three middle-level executives and fourteen general employees, with a total of twenty. The tools used for data collection were in-depth interviews and structured group interviews with the observation form without participation. Data were analyzed and synthesized by the content analysis method. The research study results were summarized into two parts, namely the communication process of creating shared values; it was found that there was a change according to the context of Thai society in each era. Especially in the present, business organizations are increasingly focused on communicating information through activities that demonstrate social and environmental responsibility by communicating that they were using their limited natural resources for maximum efficiency and minimizing disruption to the world. The communication process is the communication from the inside out, emphasizing stakeholder participation from personnel within the organization to trading partners, customers, society, and communities by using innovation and modern technology to help cover the reach of all sectors. It emphasizes both formal and informal styles and focuses on communication at all levels: top-down, bottom-up, and communication at the same level. As for the impact of the shared value communication process, it was found that BCP’s organizational value communication process was still unable to convey the present-day “values” of the organization to employees within the organization in terms of creating an understanding of responsiveness to clearly responds to change mutually. This causes employees with different values of view to conflict. Therefore, it is imperative to re-shape the communication process based on the harmonization of the collective goals of the organization and the individual goals to enable the company to deliver the actual value of the organization to its employees sustainably. On the part of SCG, it was found that the company has implemented a process of communicating future-oriented shared values and creating innovations since the beginning, resulting in greater clarity on the delivery of shared values from generation to generation. Therefore, the approach to developing an organization’s communication process to create shared value requires consideration of the main factors: social, economic, environmental, political, and technological factors. Besides, it must include the participation of stakeholders so that the organization can gain trust from all of them, leading to satisfaction in using the service and affecting the organization’s sustainability.
- ItemThe communication of people with physical disability's identity via news websites in ThailandPrang Tharawanich; Kullatip Satararuji (National Institute of Development Administration, 2020)News is commonly known to communicate facts. It is also used as a reference to represent reality in society. In the past, news communicating about people with physical disabilities was constructed to create negative values and meaning. The myth of inability judged people with physical disabilities as worthless. When the media landscape changes to online media, it opens the space for anyone to hold media ownership. It also allows people with physical disabilities to possess a space to communicate their identities with their own insider perspectives. The study titled, “The Communication of People with Physical Disability’s Identity via the News Websites in Thailand” is a qualitative research based on the identity concept of cultural studies. The first objective is to study people with physical disabilities’ identity through the news headlines and news pictures on a news website of organizations that are members of the News Broadcasting Council of Thailand. The second objective is to study the identity of people with physical disabilities in news headlines and news images on a news website of the organization founded by people with physical disabilities. The third objective is to study the relationship between the identity of people with physical disabilities on both websites. This study uses the critical discourse framework of Foucault and Fairclough to analyze the news websites topic discourse using language strategies. The analysis of the news pictures utilized the Pei Soo Ang disability discourse analysis framework to assess the dimension of social perception of the identity of people with physical disabilities. The study explored characteristics that have changed from the past. In addition, the research investigated the perceived value and meaning that society has regarding people with a physical disability and identified knowledge and power dominance. The websites selected for the study included the Thairath Online and Thisable news websites. Thairath Online is a news website with membership in the News Broadcasting Council of Thailand and Thisable news website founded by a person with a physical disability. The results found that people with physical disabilities in the Thairath Online website are powerless and cannot determine their own identities. The medical, state, economics, and religion are institutions with authority to use knowledge set to define the people with physical disabilities identity and reproduced it in the media. Although identification may appear positively in some cases, it still has a negative implication wherein people with physical disabilities identities are “physically different from general people,” “not the same group as general people,” “pitiful,” but have “ability” in some cases. The research also found that people with physical disabilities in Thisable news website have the power to identify their own identity. However, their identity remains dominated by various institutions in society. Therefore, they choose to adopt some original identities, bargain with a positive perspective, and reject some identity. People with physical disabilities agreed that their identity is “physically different from general people,” “not the same group as general people,” “not pitiful,” and have “ability.” In conclusion, the institution’s power determined the identity of people with physical disabilities in Thai society. Simultaneously, while being oppressive, people with physical disabilities choose to adopt some given identity, negotiate, and construct other aspects of their own identity. As a result, the identity relationship, which appears to be consistently on both websites is that people with physical disabilities are “physically different,” “not the same group as general,” and have “ability.” The different areas are pitiful, which appeared in the Thairath Online news website that people with physical disabilities are “pitiful.” Still, Thisable news website rejects the identity and determines that they are “not pitiful.” The news presentation of people with physical disabilities in Thai media is often released without full understanding their identity. This happens because the media used an outsider’s perspective standpoint. As a result, the media may become a significant obstacle in the pursuit of an “Inclusive Society” where everyone can live and conduct social activities equally with dignity and without discrimination. The recommendations from this research to agencies related to media policy must raise awareness and encourage all forms of “media” to access counseling from people with physical disabilities. They should seek information and communication about disabilities from an insider’s standpoint to communicate using language and images in the news with respect to human rights.
- ItemLifestyles and key factors affecting the adaptation of foreign muslim students in ThailandYaowanuch Sawhasun; Patchanee Cheyjunya (National Institute of Development Administration, 2020)The research is aimed 1) to study the lifestyles of foreign Muslim students in Thailand 2) to explore foreign Muslim students’ living and intercultural communication problems in Thailand, and 3) to investigate the differences and relationship between the related factors and the level of foreign Muslim students’ adaptability in Thailand. The study is multi-methodology research, conducted by both quantitative and qualitative research. Survey questionnaires were collected from 286 foreign Muslim students. For qualitative research, an in-depth interview with foreign Muslim students, Thai friends, an instructor, and international students' advisor, a total of twelve samples, combined with the non-participant observation, and analyzed by descriptive and inferential statistics. Besides, Pearson Product Moment Correlation Coefficient was used and analyzed by t-test and ANOVA, including multiple regression analysis for predicting factors related to the level of foreign Muslim students’ adaptability in Thailand at the .05 statistical significance level. From the study, it was found that 1) Foreign Muslim students had sport and outdoor orientation lifestyle the most, followed by a cultural-orientation lifestyle. 2) Foreign Muslim students had low Thai language proficiency in every skill; thus, this caused their general living in Thailand. They specified the problem in the cognitive domain or the Thai language’s understanding the most as they could not communicate with local people outside the universities, not understand Thai signs, etc. Besides, insufficient Halal food and the inconvenience of finding it, including no provided places in the universities for their religious practices, were other main problems. No problem was found in the affective domain due to their motivation to study in Thailand, their positive attitude towards Thailand, Thai people, and Thai educational systems, including the low cost of living. They found no behavioral problems either. However, they expected to get free courses in the Thai language, but most universities did not arrange for them and discouraged them from learning Thai. 3) From the statistical analysis, foreign Muslim students' lifestyle patterns were found to positively correlate with the level of their adaptability, especially the cultural-orientation lifestyle. Foreign Muslim students had the overall adaptability at a high level. Personal factors and their predispositions, including their Thai language skills, were positively correlated at the .05 statistical significance level. From the multiple regression analysis of seven variables: communication, media exposure, religious influence, host culture environment, intercultural communication competence, lifestyle patterns, and Thai language skills, are found to predict the level of foreign Muslim students' adaptability 37%. Host culture environment, lifestyle patterns, and intercultural communication competence are found to be the most predictive factors. Intercultural communication competence in three domains: cognitive, affective, and behavioral, can predict the level of adaptability 20%, and competence in the affective domain is the most predictive factor. All seven patterns of lifestyle: cultural, social, entertainment, home and family, and sport and outdoor orientation, can predict the level of adaptability 18%and the cultural-orientation lifestyle is the most predictive factor.
- 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.