Journal of Communication and Management NIDA (e-Journal)

The Influence of Audience Expectations on Media Exposure of the Television Program Saraphan Luntueng (Bang Khen) on Thai PBS among Generation X Viewers in Bangkok.

Kawinpob Phunturerk — 2025-11-19

This study aims to examine the influence of audience expectations on media exposure of the television program Saraphan Luntueng (Bang Khen) aired on Thai PBS among Generation X viewers in Bangkok.

Quantitative research used an online survey from 366 Bangkok-based Gen X viewers, aged 45-60 years, selected via Time-based Convenient Sampling. Data reliability was 0.82. Analysis included descriptive statistics, mean, standard deviation, and Pearson's correlation for hypothesis testing.

The findings revealed a statistically significant relationship between audience expectations and their viewing behavior of Saraphan Luntueng (Bang Khen) on Thai PBS, both in general and across specific dimensions. The four dimensions of expectation, cognition, diversion, social utility and withdrawal were all significantly correlated with viewing behavior.

Cultural Photography Paradigm: Lessons Learned and FIRE BOAT Model Development from the Nakhon Phanom Illuminated Boat Festival Photography Contest

WATCHARA SUTAKOT — 2025-11-21

This research aims to 1) analyze the paradigm and technical components in creating cultural photography of the Nakhon Phanom Illuminated Boat Festival in 2567, including composition, lighting control, and equipment usage; 2) study cultural meaning communication through photographs of the Illuminated Boat Festival by analyzing the relationship between technical components and cultural identity transmission; and 3) extract lessons from award-winning photographers' creative processes and develop knowledge for festival photography that integrates visual arts principles with cultural value communication. A mixed-methods approach was employed, collecting data from 16 award-winning photographs, interviews with 8 photographers, 5 judges, 6 experts, and focus groups with 15 participants. Findings revealed that award-winning photographs prioritized cultural communication (4.50 points) over technical aspects (4.20 points). Key symbols included illuminated boats and lights (100%), Mekong River and community (62.5%), and Naga serpent (12.5%). Success factors were cultural understanding, advance preparation, and respectful attitude (100%). From extracted lessons, the FIRE BOAT model was developed, comprising 8 components in 2 phases, receiving excellent performance evaluation (4.58 points). The research demonstrates integration of visual arts with cultural communication, creating new knowledge for developing meaningful and high-quality Thai traditional photography.

Personal Brand Communication of MICE Event MC

นางสาว พัณณ์ชิตา บุญญาเกษม — 2025-12-01

The MICE (Meetings, Incentives, Conventions, and Exhibitions) industry has become an emerging market for bilingual event hosts, offering opportunities for freelance professionals to build stable careers. This research aims to explore the personal brand communication of successful MICE event hosts and understand the key elements that contribute to their professional achievement.

This qualitative study employed in-depth interviews with eight professional MICE event hosts. The data were analyzed in comparison with relevant theories and previous studies, and triangulated through multiple sources, including three MICE event organizing companies, one government agency supporting the MICE industry, and secondary data gathered from online platforms related to the eight hosts.

The findings reveal that the process of personal brand building among MICE event hosts begins prior to their professional careers and evolves into a strong personal brand with specific goals—to build awareness, expand client bases, and enhance competitiveness. The process involves three key practices: developing expertise, positioning within the market, and delivering customer-oriented services. The personal brand is then communicated through four defining characteristics: trustworthiness, professionalism, value, and popularity.

This study provides a practical framework for individuals aspiring to pursue a career as MICE event hosts, offering guidance on how to develop and communicate an effective personal brand that supports long-term success in the industry.

A Study of Adopter Categorization and Loyalty of Customers Using Battery Electric Vehicles (BEV)

Rujsawat Krongbhumin — 2025-11-21

This research aimed to investigate: 1) types of customer innovation adoption and 2) customer loyalty among Battery Electric Vehicle (BEV) users. The research hypothesized that different adoption types lead to varying levels of loyalty.

A quantitative research approach was employed, collecting questionnaires from 100 BEV users who had used the vehicle for at least one month. Data analysis involved descriptive statistics and hypothesis testing using one-way ANOVA.

The findings revealed that: 1) The observation of three major customer adoption types for Battery Electric Vehicles (BEVs) suggests that the BEV innovation has achieved social acceptance in Thailand, evolving into a mass-market commodity with greater accessibility for Thai consumers compared to previous years. 2) Customer loyalty among BEV users was found to be at a high overall level (= 4.11). Specifically, the word-of-mouth communications component showed the highest overall level (= 4.45) Furthermore, customers categorized as Innovators and Early Adopters exhibited similar behaviors: if they did not encounter any problems during use, both types of customers would share positive experiences about BEV usage with others. However, if problems arose from usage or service failure, both types of adopters would report these issues to service centers and the Brand dealer, communicate negative experiences to others, and lodge complaints with external organizations. The Early Majority adoption category distinctly differs from the other types. The hypothesis testing results indicated that the hypothesis was accepted at a significant level of 0.05.

Gender, Generation, and Virtual Anchors: Chinese Consumers’ Behavior in E-Commerce Live Streaming

Worawan Ongkrutraksa — 2025-11-21

The objective of this study is to compare the differences in consumer ethnocentrism, cosmopolitanism, perceived usefulness, perceived ease of use, perceived enjoyment, and behavioral responses based on gender and generation among Chinese consumers.

This study employed a mixed-methods research design, comprising: Quantitative research, using an online questionnaire to collect data from 202 Chinese consumers who had previously viewed live streams hosted by virtual anchors on e-commerce platforms. Qualitative research, using structured interviews with 7 purposively selected participants who possessed expertise in marketing communication.

The findings revealed that: 1) Female consumers reported significantly higher levels of perceived ease of use and perceived enjoyment when engaging with virtual anchors on E-commerce platforms. They experienced a greater sense of convenience and were able to comprehend content more quickly than male consumers. 2) Generation Y exhibited a higher level of consumer ethnocentrism compared to Generation Z, showing a stronger preference for locally made products and greater trust in domestic product quality. Therefore, it can be concluded that Chinese consumers exhibit different cultural attitudes and attitudes toward technology acceptance according to gender and generation. Such insights can be effectively utilized to inform strategic communication planning for virtual anchors in the context of E-commerce.