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

Piyaphat Thipsantia — 2026-04-30

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

Warapon Dansiri — 2026-05-05

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.

Factors Influencing Customer Satisfaction and Repurchase Intention of Cosmetic Products from Thai Entrepreneurs.

Thiparpohn Patomnupong — 2026-07-01

This study aims to analyze the factors influencing customer satisfaction and repurchase intention of cosmetic products in Thailand. The conceptual framework is based on five key factors: trust, perceived quality, perceived value, brand image, and customer satisfaction, which are hypothesized to affect repurchase intention. A quantitative research approach was employed, with data collected from 400 consumers who had previously used products from the top five cosmetic brands in Thailand. A non-probability sampling method was used, and data were analyzed using simple and multiple linear regression. The results revealed that trust, perceived quality, and brand image significantly influence customer satisfaction, which in turn has a direct effect on repurchase intention. Additionally, perceived value plays an important role in enhancing both satisfaction and the intention to repurchase. These findings can be applied in developing effective marketing strategies aimed at strengthening customer loyalty and increasing long-term sales for cosmetic businesses in Thailand.

Influence of Motivation, User Engagement, Application Features and Personality Traits Affecting to Gratification of Users in CCTV Sport Application in China.

Qin Rui — 2026-07-02

The research aims to investigate motivation, user engagement, application features, and personality traits associated with the use of the CCTV Sports App, as well as to examine their influence on user gratification. A quantitative cross-sectional survey design was employed using a structured questionnaire administered to 406 respondents aged 18 years and above in Sichuan Province, China, all of whom had prior experience using the application. Data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis.

The findings reveal that users demonstrate consistent engagement with digital sports media, with overall levels of motivation, user engagement, application features, and personality traits rated relatively high. The results of multiple regression analysis indicate that motivation, application features, personality traits, and user engagement significantly predict user gratification, collectively explaining 86.4% of the variance. Among these predictors, motivation emerged as the strongest determinant of gratification, followed by application features and personality traits, while user engagement showed a smaller but still significant effect. The findings provide both theoretical and practical implications for sports media organizations and application developers in enhancing application design, promoting user engagement, and sustaining long-term user gratification.

Relationship Marketing Communication of Horror Storytelling Programs.

Teerada Chongkolrattanaporn — 2026-05-05

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.

The Digital Documentary for Public Relations of Sueb Sampantawong Church

Pattarawat Kraipiyaset — 2026-07-02

The purpose of this research were 1) To produce Digital Documentary for Public Relations of Sueb Sampantawong Church 2) To study the satisfaction of viewers after watching the Digital Documentary for Public Relations of Sueb Sampantawong Church. The study methods include reviewing relevant documents and research, interviewing church caretakers about the history of the Sueb Sampantawong Church, writing the script, planning the filming, and editing the digital documentary. The quality of the documentary was assessed by three experts in terms of content, documentary media, and editing. Their suggestions were used to make improvements, and the satisfaction was then evaluated among a sample group of 100 general citizens in the Bangkok Metropolitan area.

The findings indicate that the study successfully produced a single-episode digital documentary video presenting the history and significance of the site, with a total duration of 9 minutes. The expert evaluation results showed an overall high level of quality (Mean = 3.97, S.D. = 0.78). Audience satisfaction was also rated at a high level (Mean = 4.42, S.D. = 0.67). The satisfaction results further suggest that viewers were able to access information about Christianity and the church’s historical background, which enhanced public engagement and effectively encouraged interested individuals to participate in church-related activities.

The Influence of lifestyle and E-commerce Marketing Communication Strategies on Aging Consumers’ Loyalty: A Case Study of Pinduoduo

Cai Jinyu — 2026-07-02

In the context of an aging society, this group of consumers has become a key driving force in the e-commerce market. This study aims to examine the characteristics of aging consumers, particularly their lifestyles and perceptions of e-commerce marketing communication strategies on the Pinduoduo platform, and to analyze the influence of these factors on consumer loyalty. A quantitative research design was employed, with data collected from 437 consumers aged 50 and above in Chengdu, China, using a structured questionnaire. Descriptive statistics and multiple regression analysis (MRA) were applied.

The findings reveal that aging consumers demonstrated diverse lifestyle patterns and generally positive perceptions toward marketing communication strategies. The regression results indicate that precision marketing and gamification marketing had significant positive effects on consumer loyalty, with precision marketing showing the strongest influence (β = 0.400), followed by gamification marketing (β = 0.199). In contrast, lifestyle and viral marketing did not have significant effects on consumer loyalty. These findings highlight the importance of targeted and interactive marketing strategies, particularly precision marketing and gamification, in enhancing loyalty among aging consumers in social e-commerce contexts.