Journal of Communication and Management NIDA (e-Journal)

Information Seeking about HIV and PrEP (Pre-exposure prophylaxis) in Thailand with Social Listening Tools

Tanatorn Wuttimananon — 2024-12-11

The study, titled ‘Information Seeking about HIV and PrEP (Pre-exposure prophylaxis) in Thailand with Social Listening Tools’ aims to study an information seeking about HIV
and PrEP among internet users in Thailand and examining the sources of information using online social listening tools, Google Trends, to study the popularity of relevant search terms, and Mandala.AI, to analyze mentions of these keywords across various websites in Thailand. The data collection period was between December 18, 2022, to December 18, 2023.

The research during these specified period found that, internet users in Thailand searched for the keyword "HIV" on www.google.com the most, with an average relative search volume of 48.08% followed by "เอชไอวี" with an average of 2.91%, "ยา PrEP" with 0.75%, and "ยาเพร็พ" with 0.19%. These keywords were searched in response to perceived susceptibility, followed by perceived severity, and perceived benefits.

On websites that mention keywords, "HIV" was mentioned 1,129 times on 618 pages. Keyword "ยาเพร็พ" was mentioned 64 times on 44 pages. Among the domains where these keywords were frequently mentioned was www.mgronline.com. Keyword "HIV" appeared on 75 pages and keyword "ยาเพร็พ" on 9 pages of this website. This indicates that information about HIV and PrEP (Pre-exposure prophylaxis) on websites are mainly from mainstream media that has adapted to online. These sources serve an information where internet users in Thailand often experience when they search for HIV and PrEP information through websites such as news and online contents.

Narrative analysis in the film Murder on the Orient Express. Based on Agatha Christie's Novel.

Apisara Yuttharot — 2024-12-11

The objectives of this study were to 1) Study the narrative analysis of the 1934 novel and the 2017 films Murder on the Orient Express, and 2) Study narrative adaptation from script to film, using Murder on the Orient Express as a case study. This study used a qualitative research methodology with a documentary research and text analysis method. This study found that 1) Narrative Analysis. The main story remains the same as in the novel, but there is a different order in which the plot is presented. The 2017 film introduces a sequence of events not present in the original script, adds new scenes, and focuses on presenting modern elements. This represents an additional interpretation by the creators. And 2) Narrative Adaptation. Most modifications involve expanded content. Scenes not in the original script were added to the film. It received lower ratings from critics and viewers than the first version of the film because it added unnecessary elements, causing the loss of the story's naturalness and original atmosphere. This can be summarized as the "AGATHA" model, guiding the analysis of storytelling in crime, drama, and mystery films.

Internal Communication, Work Motivation, and Organizational Commitment Affecting Organizational Citizenship Behavior of Sisaket Hospital Personnel

Oranicha Kanakorn — 2024-12-26

The purposes of this research were to study internal communication of Sisaket Hospital, work motivation of Sisaket Hospital personnel, organizational commitment of Sisaket Hospital personnel, organizational citizenship behavior of Sisaket Hospital personnel, and the ability of aspect relating to the internal communication, work motivation, and organizational commitment to prediction of organizational citizenship behavior of Sisaket Hospital personnel.

The sample group consists of 400 personnel from Sisaket Hospital, selected using a stratified sampling method, divided into 5 lines of work: doctors, dentists, pharmacists, nurses, and support staff. Questionnaires are used as a tool for data collection, and statistics used for data analysis include mean, standard deviation, and multiple regression.

The results showed that the factors of the internal communication, work motivation, the organizational commitment are at a good level and the organizational citizenship behavior is at an excellent level. Regarding the findings of intention prediction, it was discovered that internal communication, work motivation, and the organizational commitment were predicted the organizational citizenship behavior of Sisaket Hospital personnel By Y (Organizational citizenship behavior of Sisaket Hospital personnel) = 1.148 + 0.354 (Organizational commitment) + 0.218 (Internal communication) + 0.146 (Work motivation). The results show for the organizational commitment, internal communication, and work motivation exposure variance of 72.9 percent.

Developing Community Communication Innovators to Create Value Added Eco-Cultural Tourism : Phu Pha Thong, Roi Et Province

Prapaporn Ratano — 2024-12-27

Research on the Developing Community Communication Innovators to Create Value Added Eco-Cultural Tourism: Phu Pha Thong, Roi Et province it is mixed methods research. The objective is to study factors related to development community communication innovator, study guidelines for developing community communication innovators. Research tools include questionnaires and interviews.
Factors related to the development of community communication innovators to create added value in eco-cultural tourism: Phu Pha Thong, Roi Et province. It is quantitative research from a sample of 400 tourists. It was found that factors related to skills related to messengers and skills related to content It has the highest mean of 3.80, which is at a high level, followed by skills related to the audience and communication style considered an average of 3.7. Result of testing the relationship between Characteristics of community communication innovators and factors related to the development of community communication innovators. It was found that the factors regarding skills related to messengers There is a very high level of relationship with the characteristics of community communication innovators (r =.921**) with statistical significance at the 0.01 level. This research was found guidelines for developing community communication innovators under the “Phu Pha Tong Story” communication model consist of 3 important elements. 1.Creating participation 2. Building communication skills 3. Creating and promoting tourism.

Relationship between Consumer Perception of Humor Advertising, And Purchase Intention and Electronic Word-of-mouth

Mantita Chinda — 2024-12-26

This exploratory survey research was aimed to study: 1) relationship between consumer’s perception of humor advertising and purchase decision, and 2) relationship between consumer’s perception of humor advertising and electronic word-of-mouth (eWOM). Questionnaires were used to collect data from 116 male and female consumers, living in Bangkok, who were Facebook shoppers, aged between 21 and 40 years old. The findings showed that consumer’s perception of humor advertising was positively correlated with purchase decision and electronic word-of-mouth at significant level of .01.