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Browsing Comm - Independent Studies by Issue Date

Browsing Comm - Independent Studies by Issue Date

Now showing items 1-20 of 107

The Impact of Playful Ironic Branded Entertainment on Consumer Behavior

Phubest Phirakulwanich (Chulalongkorn University, 2019)

The objective of this study was to investigate the impact of playful ironic branded entertainment on consumer behavior, including understanding, attitude toward the brand, attitude toward the branded entertainment, source ...
Relationship between personal factors and consumer's attitudes and behavioral intentions on the uses of K Plus mobile banking service

Pitchaya Hautavanija Limsakul (Chulalongkorn University, 2020)

The objective of this research was to study the relationship between personal factors and consumer’s attitude and behavioral intentions on the uses of K Plus mobile banking service. Two hundred and sixty-three Generation ...
Relationship between personality traits and consumer behavior in purchasing fashion apparel on electronic commerce platforms

Pichanan Toonkamthornchai (Chulalongkorn University, 2020)

This research examines the relationship between personality traits and consumer behavior in purchasing fashion apparel on electronic commerce platforms. An online questionnaire was developed to survey 214 male and female ...
The relationship between consumers' beliefs about Sephora Thailand’s website, attitudes, and online purchase intentions

Kemjira Wangkapan (Chulalongkorn University, 2020)

The objective of this research was to explores consumers’ beliefs about Sephora Thailand’s website, consumers’ attitudes toward Sephora, and online purchase intentions. In addition, this research also examined the relationship ...
Consumers’ exposure to Facebook pages regarding environment, environmental awareness, and behavioral tendency in Thailand

Porntip Jakmongkolchai (Chulalongkorn University, 2020)

This research aims to analyze the exposure to Facebook pages regarding environment, consumers’ environmental awareness, and their behavioral tendency. The research explores the relationship between the exposure to Facebook ...
Chinese fans’ attitude towards Thai boy's love tv dramas, boy love tv actors and their intention to travel to Thailand

Jialin Gu (Chulalongkorn University, 2020)

Nowadays, more and more subcultures have emerged, such as fan culture, and the resulting fan economic impact is also growing. Certain brands or industries have already developed to use the enthusiasm of fans to achieve ...
Relationship between online video game influencer’s credibility and purchase intention

Aniwat Sankosik (Chulalongkorn University, 2020)

The objective of this study is to exterminate the relationship between video game online influencer’s credibility and purchase intention on video game products. By using video game online influencers to measure how their ...
Thai tourists’ attitude towards Germany’s COVID-19 crisis management and their intention to travel to Germany

Jasmin Phitcha Joas (Chulalongkorn University, 2020)

The objective of this research was to study whether there is a difference in Thai tourists’ intention to travel to Germany before and after the COVID-19 pandemic. This study also aimed to investigate the relationship between ...
Cultural hybridity in Netflix’s Thai-language original series, the stranded

Thanarath Chaichompu (Chulalongkorn University, 2020)

The objectives of this qualitative research are to examine culturally hybrid features in The Stranded and the approaches to mixing different cultural elements as part of the series’ creative process. In order to collect ...
Consumer’s media exposure, motivation, and engagement on “call me emperor” mobile game

Yun-jung Chung (Chulalongkorn University, 2020)

This study aims to explore Call me Emperor mobile game’s official Facebook page’s exposure, engagement, and motivation to play the game. Also focusing on the relationship between media exposure (Call me Emperor Thailand ...
Consumer's media exposure, attitude and purchasing behavior on "café amazon for chance"

Sirapassorn Cheepborisut (Chulalongkorn University, 2020)

The objective of this research was to study the media exposure, consumers’ attitude and consumers’ purchasing behavior toward Café Amazon for Chance by using surveys to collect the data from current customers at Café Amazon ...
Chinese consumer's behavior on Heytea's co-branding campaign

Rui Pu (Chulalongkorn University, 2020)

The objective of this research was to study Chinese consumer behaviors on Heytea's co-branding campaigns (i.e., Dove, Kiehl's, and Fenty Beauty). Based on the quantitative research approach, two hundred and six Heytea's ...
The relationship between influencer’s characteristics, consumers’ attitudes, and purchase intentions on CLÉ DE PEAU BEAUTÉ brand

Julie Parkinson (Chulalongkorn University, 2020)

This research was quantitative in manner. Its objective was to examine the characteristics of brand influencer, consumers’ attitude, and purchase intention of Clé de Peau Beauté brand. In addition, the study also explored ...
Chinese consumers’ exposure to Weibo posts, awareness, and behavioral tendency regarding environmental issues

Xue Gao (Chulalongkorn University, 2021)

The study’s objective is to examine Chinese consumers' exposure to Weibo posts, their environmental awareness, and behavioral tendency regarding environmental issues. This study examines the association between Chinese ...
The influence of Samsung smartphone social media advertising on Thai consumers’ attitude and purchase intention

Seint Sandi Tun (Chulalongkorn University, 2021)

This study aims to investigate Thai consumers' attitude towards Samsung smartphone social media advertising and their purchase intention toward both the advertised product and brand "Samsung”. Furthermore, it explores the ...
Consumers’ perceived credibility of beauty key opinion leaders and online engagement with beauty brands on Twitter

Natchapa Deeudomwongsa (Chulalongkorn University, 2021)

This research aims to explore how consumers perceived the credibility of beauty key opinion leaders, how consumers engage with beauty brands reviewed by these beauty key opinion leaders and whether the two variables correlate ...
The relationship between interest and attitude towards online sales promotion, and impulsive buying for cosmetics among Chinese generation Z consumers

Peilin Peng (Chulalongkorn University, 2021)

The objectives of this study are as follows: to explore interest in online sales promotion, attitude towards online sales promotion, and impulsive buying behavior for cosmetic consumption among Chinese Generation Z, and ...
Consumers’ exposure, attitude and purchase intention toward environmental communications on oil and gas business Facebook fan page

Pornswan Wutthirakkhajohn (Chulalongkorn University, 2021)

The objectives of the study is to examine consumers' exposure, attitude, and purchase intention toward environmental communications on oil and gas business Facebook fan page and to explore the relationship between media ...
Attitude and responses of general public towards Foodpanda Thailand’s crisis communication management

Ira Siripatarakulthon (Chulalongkorn University, 2021)

The objective of this research was to examine the attitude and responses of the general publics towards a situation crisis communication management which related to a political situation in Thailand. The attitude variable ...
The National Identity Representation in Bangkok's Museums

Yiwen Xu (Chulalongkorn University, 2021)

The main objective of this research was to explore how national identity is represented in different museums in Bangkok. Therefore, three museums in Bangkok were selected as the research subjects: Bangkok National Museum, ...

Now showing items 1-20 of 107

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