Journal of Communication and Management NIDA (e-Journal)

Factors Related to the Use of Social Media in the Affray Incidents of Students with Interinstitutional Conflict

2025-07-09T10:45:44+07:00

This research aimed to 1) study the general behavior and level of social media use in incidents of conflicts among vocational students from rival institutions, and 2) examine and compare the factors related to the use of social media during such violent incidents. The Cluster Sampling Random method from vocational students who had conflicts between institutions in Bangkok, 2 conflicting institutions, 200 people per institution, totaling 400 people. The findings revealed that: 1) Students with higher cumulative GPAs used social media less frequently during violent incidents compared to those with lower GPAs. 2) Students living with their families were less likely to use social media in violent situations than those living with relatives, friends, or alone. 3) Students who used social media 4–5 times per week and for three hours or more per session were more likely to use it during conflicts than those who used it less frequently, and 4) Students who used social media to share locations, issue warnings, or cอoordinate escapes during violent incidents were more likely to use it in such contexts than those who used it merely to exchange general institutional information.

The results indicate that personal factors and patterns of social media use are associated with students’ involvement in inter-institutional conflicts. To reduce such conflicts, it is recommended to promote constructive and ethical use of social media, emphasize family communication, and support media literacy education that encourages responsible and ethical media engagement among vocational students.

The Influence of Electronic Customer Relationship Management (E-CRM) in the Concert Industry on Intention to Use Digital Ticketing System

2025-08-13T14:06:28+07:00

This research aims to analyze the influence of Electronic Customer Relationship Management (E-CRM) on consumers' intention to use digital ticketing system in the concert industry. An antecedent variable, E-CRM, consists of three main components: customized products/services, alternative payment modes, and problem solving, which are examined in relation to customers' behavioral intention to use the digital concert ticketing system. Additionally, the study investigates three moderating variables: discount framing, ticket scarcity, and trust in digital ticketing platforms, to analyze their effect on the relationship between E-CRM implementation and the intention to use digital ticketing system. This study employs quantitative research methodology, collecting data through an online questionnaire from a sample of 400 respondents who have previously purchased or who are likely to purchase the online concert tickets (E-Tickets). Data analysis was conducted using simple regression and moderation analysis to test the hypotheses. The findings reveal that Electronic Customer Relationship Management significantly influences the intention to use digital concert ticketing systems at a statistical significance level of 0.01. However, none of the moderating variables demonstrated a significant effect on this relationship. The research results provide guidelines to design effective electronic customer relationship systems that increase digital ticket bookings, enabling the entertainment service industry to develop closer, long-term relationships with customers.

Relationship Marketing Communication of Horror Storytelling Programs.

2025-12-04T14:24:01+07:00

This study aimed to examine the relationship between relationship marketing communication and engagement behavior among followers of horror storytelling programs in Thailand, as well as to investigate differences across demographic characteristics. The study hypothesized that positive perceptions of relationship marketing communication would be associated with higher engagement behavior. The findings are expected to benefit content creators and digital marketers in designing strategies that strengthen follower attachment.

A survey research design was employed using an online questionnaire administered to 400 participants aged 18 years and above who currently follow or have previously followed horror storytelling programs. The research instrument was validated for content validity and reliability (Cronbach’s Alpha = 0.72–0.86). Data were analyzed using descriptive statistics, Pearson’s correlation coefficient, and one-way analysis of variance (ANOVA).

The results revealed that overall perceptions of relationship marketing communication were at a moderate level, with Trust receiving the highest positive evaluation. However, overall followership and engagement behavior were low, with significantly higher participation in low-cost activities compared to commercial engagement. A positive but relatively weak correlation was found between the two variables (r = 0.167, p < .05). Significant differences were also observed across age, occupation, and income groups. These findings highlight the challenges of transforming attitudinal loyalty into commercial support and offer insights into communication strategies that can more effectively convert emotional attachment into tangible forms of engagement.