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Browsing Comm - Theses by Author "Chulalongkorn University. Faculty of Communication Arts"

Now showing items 1-20 of 34

An analysis of success and popularity of Thai boy love series among Chinese fan

Yueying Zheng (Chulalongkorn University, 2022)

The Thai Boys Love series has gained popularity since the 2010s, notably in China. Chinese fans have demonstrated their ability to popularize the Thai Boys Love series by translating and reediting the material, as well as ...
BEHAVIOR OF SELF-CENSORSHIP AMONG THAI FACEBOOK USERS

Apichaya Nithimethachoke (Chulalongkorn University, 2015)

The present study aimed to investigate 1.) Thai users’ motivations to self-censor on Facebook and 2.) types of content Thai users self-censor on Facebook. Based on mix methods approaches, a total of 452 responses were ...
Brand communication with transmedia storytelling of Riot Games: transmedia engagement, brand attitudes, and brand experience.

Hao-When Tsai (Chulalongkorn University, 2022)

This study seeks to understand how brands communicate through the application of transmedia storytelling from the message and to the receivers. While existing studies mainly aim at conceptualizing the term ‘transmedia ...
CAMBODIAN NEWSPAPER' S REPORTING ON TERRITORIAL DISPUTESWITH THAILAND AND VIETNAM

Dolla Soy (Chulalongkorn University, 2015)

This research aims to investigate the role of Cambodian newspapers in creation and maintenance of nationalistic sentiments during the territorial disputes: (1) between Cambodia and Thailand over the Preah Vihear Temple, ...
Consumers’ exposure to facebook fanpage, and their motivation, and loyalty to “love and producer” mobile game

Bhichamon Manomaiphibul (Chulalongkorn University, 2019)

This research aims to analyze the exposure to “Love and Producer” mobile game’s Facebook Fanpage, consumers’ motivation, and loyalty. The research explores the relationship between the exposure to Love and Producer’s ...
Creative strategy of cola soft drinks (CoCa-CoLa & Pepsi) employed in television commercials airing in Thailand between 1982-1997

Pattraradanai Inpongnuwat (Chulalongkorn University, 1999)

The objective of this study is aimed to identify creative strategies of Coca-Cola and Pepsi television commercials airing in Thailand between 1982-1997. The main methodology is the content analysis of individual television ...
Current Status of Consumer Research in Thai Film Industry

Supakit Boonanegpat (Chulalongkorn University, 2014)

“Current Status of Consumer Research in Thai Film Industry” is a qualitative research that aims (1) to study how stakeholders in Thai film industry conduct consumer research, and (2) to analyze the methodology ...
Development of measurement scales of consumer-based brand equity for small and medium enterprises

Nitcha Chokpitakkul (Chulalongkorn University, 2020)

This study had two research objectives: (1) to develop and validate a generalizable model for measuring consumer-based brand equity within the SME setting, and (2) to examine the relationship between SME brand equity and ...
Effectiveness of using Thai super stars for multiple brand endorsement

Vilai Vitayaveerasuk (Chulalongkorn University, 2012)

In Thailand advertising industry, many leading brands use the same super stars to endorse their products in television commercial, and there are also many super stars being in this phenomenon such as Yaya, Na Dej, Pancake, ...
EFFECTS OF FOREIGN BRAND NAMES AND PRODUCT TYPES ON CONSUMER BEHAVIOR

Photchanath Phongpanich (Chulalongkorn University, 2015)

The current research was a 2 x 2 factorial designed experimental study with the objectives that were to study the main and interaction effects of two foreign brand names (American and Japanese brand names) and two products ...
Factors influencing consumers’ purchaseintention towards products endorsed by Korean boy bands on Youtube

Wanthida Tiwari (Chulalongkorn University, 2021)

The objective of the study is the understand the factors that influence consumer purchase intention of products endorsed by Korean boy bands on YouTube and identify the weight of the attitude towards source characteristics, ...
GASTRODIPLOMACY AS COMMUNICATIONS OF INDONESIAN IDENTITY

Nunik Hariyanti (Chulalongkorn University, 2015)

“Gastrodiplomacy as Communication of Indonesian Identity” is a qualitative research that seeks to study the policy of Indonesian gastrodiplomacy and the identity of Indonesia communicating through gastrodiplomacy by means ...
Generation z's attitude towards music consumption on Joox online music streaming application

Ravisrarat Pibulpanuvat (Chulalongkorn University, 2019)

The objective of this study is to investigate Thai generation Z’s attitude towards their music consumption on Joox online music streaming application. A qualitative approach was selected, using semi-structured, in-depth ...
Global warming campaigns in Bangkok : framing analysis and campaign effectiveness

Teerada Chongkolrattanaporn (Chulalongkorn University, 2011)

Thailand has responded to global warming with strategies of mitigation and adaptation. Green campaigns targeting citizens have not significantly improved environmental behaviours, particularly in the Bangkok metropolitan ...
Impacts of Bandwagon Effect and Product Type in Instagram Native Advertising on Generation Z Consumer's Behavior

Leiv Tore Kaltbeitzer (Chulalongkorn University, 2021)

The objective of this study was to investigate the impact of bandwagon effect and product type in Instagram native advertising on consumer behavior (i.e., ad intrusiveness, attitude towards the ad, attitude towards the ...
THE INFLUENCE OF FOREIGN MARKETING COMMUNICATIONS ON MYANMARESE CONSUMERS BEHAVIOR.

Mulhern, Pamela (Chulalongkorn University, 2013)

In the era of globalization whereby the barriers of time and distance have been lifted through technological advancements, businesses have now the opportunity to expand effortlessly, rapidly and efficiently across borders, ...
THE INFLUENCING FACTORS PRESSURING THAI WOMEN ON DECISION MAKING ON BEAUTY AND APPEARANCE TRANSFORMATION.

Siripak Seewan (Chulalongkorn University, 2013)

The objectives of this research on the influencing factors pressuring Thai women toward beauty and appearance are 1) to understand Thai women’s perception about physical appearance in modern day society 2) to identify ...
Loyalty of Taylor Swift's fans and their uses of social media during crisis regarding music ownership controversy

Nidawan Asavataweechok (Chulalongkorn University, 2019)

The objectives of this research were to study fans loyalty, fans’ perception on crisis management of Taylor Swift, and their uses of social media and to explore the relationship among these three variables. Two hundred and ...
Mainstream war films: a soft power tool for china’s promotion of Chinese national identity and patriotism

Fan Zhang (Chulalongkorn University, 2021)

This study focuses on cinema as an agent of soft power in promoting Chinese national identity and patriotism. This study used two research methods. First, a qualitative method of narrative analysis was used to examine three ...
Personal branding strategies of influential Youtubers and perceptions of Thai millennials toward them

Chanamon Phansab (Chulalongkorn University, 2018)

Personal branding—how individuals establish and communicate their unique traits and skills to facilitate their life goals—has become a topic of interest for many scholars and practitioners alike. One of the most widely ...

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