Digital Commons Network^™

การรับรู้ ทัศนคติ และการตอบสนองของผู้บริโภคต่อการสื่อสารการตลาดผ่านดนตรี, ณัฐฌา ชำนิยันต์

Chulalongkorn University Theses and Dissertations (Chula ETD)

การวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาการรับรู้ ทัศนคติ และการตอบสนองของผู้บริโภคต่อการสื่อสารการตลาดผ่านดนตรี โดยศึกษาความสัมพันธ์ระหว่าง การรับรู้ ทัศนคติ และการตอบสนองของผู้บริโภคต่อการสื่อสารการตลาดผ่านดนตรี ด้วยการเก็บข้อมูลเชิงปริมาณผ่านแบบสอบถามออนไลน์จากกลุ่มตัวอย่างจำนวน 200 ชุด ด้วยวิธีวิจัยเชิงสำรวจ ผลการวิจัยพบว่า กลุ่มตัวอย่างมีการรับรู้การสื่อสารการตลาดผ่านดนตรีโดยรวมอยู่ในระดับมากโดยเฉพาะประเด็นที่สามารถจดจำการใช้ดนตรีเพื่อเชื่อมโยงศิลปินกับกลุ่มเป้าหมายของตราสินค้าได้ (M= 3.93), มีทัศนคติเชิงบวกต่อการสื่อสารการตลาดผ่านดนตรี โดยเฉพาะกลยุทธ์ที่ใช้ศิลปินเป็นแบรนด์แอมบาสเดอร์ (M = 4.29) และมีระดับการตอบสนองต่อการสื่อสารการตลาดผ่านดนตรีในระดับมาก โดยเฉพาะในด้านความตั้งใจ (M = 4.05) ทั้งนี้ผลการทดสอบสมมติฐานพบว่า 1. การรับรู้มีความสัมพันธ์กับทัศนคติในระดับปานกลาง โดยเฉพาะกลยุทธ์การร่วมมือระหว่างศิลปินและตราสินค้าในการสร้างภาพลักษณ์เชิงบวก (r = 0.47) และ 2. ทัศนคติมีความสัมพันธ์กับการตอบสนองในระดับปานกลาง โดยเฉพาะในด้านความตั้งใจ (r = 0.52) สะท้อนให้เห็นว่า การสื่อสารการตลาดผ่านดนตรีมีบทบาทในการกระตุ้นอารมณ์ สร้างประสบการณ์ และส่งเสริมการมีส่วนร่วมของผู้บริโภคในทุกมิติ

Aadej Comm 10 2 2024

AADEJ - The Communicator

The Communicator is the official journal of the American Association of Dental Editors and Journalists (AADEJ). It is published quarterly, distributed digitally via email to members, and posted on the Association's website, AADEJ.org. Each issue includes regular updates from the editorial team and AADEJ board, as well as feature articles on current issues in the field.

Exploring Women`S Perceptions Of Climate Change Impact On Agriculture, Health & Food Security In Upper Hunza, Gilgit Baltistan, Ambreen, Elina Nizar Ali, Taiba Yar Baig, Fozia Parveen

Institute for Educational Development, Karachi

The Hindu Kush Himalayan (HKH) region, renowned for its towering mountains and major river basins, sustains nearly 1.4 billion people worldwide and is pivotal to global food production. Glacial melt from the HKH region nourishes agriculture, livestock, and horticulture, supporting the livelihoods of mountain communities. However, climate change is accelerating the melting of glaciers, and shifts in wet seasons significantly impact food security in these communities. Sectors such as water resources, agricultural land, and human health, particularly women’s health, are significantly affected by these changes. For centuries, agriculture has been the backbone of Gilgit-Baltistan’s economy, with over 70% of livelihoods …

Finding Joy And Community In Climate Action, Deanna Kellom

Undergraduate Scholarship

The goal of this paper is to discuss the ways that the conversation around climate action can be altered to center finding joy and community. Often when people hear about the state of the climate there is a sense of dread that people have reported feeling. Most people feel as though the climate has reached the point of no return and that there is nothing that any one person can do to really make a difference. This paper will talk about some ways that have worked for people in getting them to do climate action while also enjoying the work …

Table Top Roleplaying & Communication: Rituals, Rhetoric & Reclamation, Logan Cyrus Sayles

Undergraduate Scholarship

Broadly the topic is about the effect reclaiming a passionate will to play, act, and tell stories has on our lives and how doing so changes communication practices and the way people communicate. Narrowed further the focus is on the observable effects of Table Top Role Playing Games (linguistically narrowed down to the most popular Table Top Role Playing Game, Dungeons & Dragons) as a kind of social tool, with a further sub-focus on the stimulation and promotion of the following values and activities; acting, creative thinking, critical thinking, public speaking, self-confidence, self-empowerment, risk-taking, experimentation, active listening, teamwork/group work, storytelling, …

Amplifying Awareness: Narrative Rationality In The Discourse Of Childhood Cancer, Rosalinda L. Frick

Undergraduate Scholarship

This paper looks into the complex psychological and economic effects of pediatric cancer on families. The paper has devastating realism as it draws on personal experience, as illustrated by the author's brother, Dylan, dying of brain cancer. Dylan's shortened life serves as a harsh reminder of the need to address this serious problem. The paper delves into the power of Aristotle's persuasion model, specifically looking at the concepts of ethos, pathos, and logos. This persuasion model ties into narrative rationality in the paper and looks at how a story's coherence and fidelity can make a large impact on persuasion and …

Rhetoric On Climate Change And The Effects On Public Perceptions, Hailey Mina Rose Dossey

Undergraduate Scholarship

One of the extraordinary challenges humans are facing today is climate change and over the past two decades, the majority of the world has moved from questioning its legitimacy to accepting it as fact. With most people having accepted climate change as a reality, the goal of climate communication has shifted from spreading awareness to motivating audiences to take action. Through this analytical discussion, we will look into effective and ineffective methods of rhetoric as it can help guide us to a better understanding of why certain rhetoric that has previously been successful in other fields may not be the …

The Online Education Landscape, Digital Tools, And Covid-19, Rosetta S. Burk

Undergraduate Scholarship

The 2020 COVID-19 pandemic has been the ultimate stress test for communication technologies, online learning methods, digital pedagogies, students and educators as the world faced school closures and emergency online learning situations during the pandemic lockdowns. There has been an influx in communication tools, digital paradigms, and teaching methodologies in addition to relying on existing digital tools and methods to continue students' education while unable to meet in person. The level of remote learning and digital movement is unprecedented and the results have been varied and illuminating. Research has been conducted on student attitudes in the immediate aftermath of the …

Intercultural And International Communication In The Surrogacy Industry, Jessica Baker

Undergraduate Scholarship

Understanding the relationship between intercultural communication, international communication, and the proper way to discuss sensitive topics (infertility, surrogacy, LGBTQ+) in the surrogacy industry leads to strong communication. When communicating internationally or interculturally, there may be challenges such as language barriers, cultural differences, and cultural taboos. In order to avoid uncomfortable situations or miscommunication, knowing how to change the way we communicate with Communication Accommodation Theory (CAT) is a necessity to navigate important conversations. In the surrogacy industry, knowing how to communicate interculturally and being culturally competent about sensitive topics such as infertility or loss can determine the success of a …

Higher Education Faculty Perceptions Of Chatgpt And The Influencing Factors: A Sentiment Analysis Of X, Yoseph Mamo, Helen Crompton, Diane Burke, Christine E. Nickel

STEMPS Faculty Publications

ChatGPT, an AI chatbot developed by OpenAI, was released in November 2022, sparking a significant surge in global awareness and utilization of generative AI across various domains. Although recent studies have acknowledged the significance of ChatGPT in the education sector, they have yet to focus on exploring faculty attitudes toward ChatGPT. We gathered a comprehensive corpus of tweets containing “#ChatGPT” and “#highered” between November 30th, 2022, and April 30th, 2023. We analyzed data by triangulating VADER, NRC lexicon, and ground coding. Findings suggest that 40% of the expressed sentiments were positive, 51% were neutral, and 9% were negative. The study …

Child Language And Happiness Behaviors: Evaluating The Effects Of Caregiver Coaching, Ashlen Grubbs

Theses and Dissertations--Early Childhood, Special Education, and Counselor Education

Caregivers of young children who have or are at risk for disabilities may struggle supporting their child’s language development. This study used a tailored rapid coaching intervention to teach a caregiver different naturalistic language interventions that can be used with their child during play. Evidence-based naturalistic skills for increasing child communication were chosen to teach the caregiver based on baseline levels of skills. The purpose of this study was to evaluate the effectiveness of a tailored RCI (training and coaching) with caregivers of children with developmental disabilities. Like other studies, this study involved evaluating child-level communication but extended child measures …

Mapping Cooperation: Insights Into Colombia's Humanitarian Response To Migration From Venezuela, Liss Dayana Romero, Jose J. Padilla, Katherine Palacio, Erika Frydenlund

VMASC Publications

Introduction: Since 2015, Colombia has faced a significant humanitarian challenge, receiving 2.9 million displaced Venezuelans. This study examines organizational cooperation in the humanitarian response to this migration crisis, aiming to understand the coordination dynamics among key organizations and actors.

Methods: Our research combined interviews and web scraping to gather data on key actors and their relationships in the humanitarian response. We employed Social Network Analysis (SNA) to examine these relationships and the collaborative strategies among entities, focusing on how they address the migration challenges.

Results: The results indicate that cooperation occurred through mediated channels, where established NGOs collaborated via coordination …

Engaging Impasse: Nurturing A Culture Of Dialogic Engagement On A University Campus, Patricia Ann Hawk

Journal of Communication Pedagogy

Universities have historically fostered spaces where students, faculty, staff, and administration can fruitfully engage in discussion around contentious issues. Current political divisions have had a chilling effect on these discussions inside and outside the classroom. To nurture a campus culture of dialogic engagement, the communication studies department in collaboration with the DEI office began a campus dialogue project that invited faculty, staff, students, and administration to participate in monthly dialogues focused on cultural impasse topics. This 5-year project has demonstrated that university communication studies departments can be instrumental in helping community members cross organizational boundaries to engage in challenging dialogues …

香港影視業勞工狀況終期研究報告2024, 嶺南大學政策研究院, 嶺南大學文化研究及發展中心, 嶺南大學「青年貧窮與就業」研究團隊, 潘毅, 梁仕池, 楊皓鋮, 蔡美琦, 鄧立賢

CCRD Research Report

推動影視業發展是港府近年的文創政策重心。影視業較為人注目的是黃金年代後票房積弱和創作自由的議題；而銀幕背後，從業員的處境則容易被忽略。本研究報告兼用定量和定質的調查，深入淺出地分析本地投身電影、電視、廣告、網片等影像製作的從業員的勞動條件，探討不合理待遇的成因，並按研究結果提出政策及行業倡議。

本研究以問卷調查了212為從業員的工作狀況，與44名從業員進行深度訪談，得出以下主要發現：

1）影視業以自由工作者為主，他們的僱傭型態零散，普遍沒有明文及完整合約便要開工，並容易面臨拖糧和其他形式的剝削（詳見第5部分）：

• 影視從業員以自由工作者為主，缺乏保障，面對多種危脆性（見p.26）
• 多數從業員開工前不會簽署正規協議（見p.35）
• 業內實際工作協議的完整度，比從業員理想的完整度有很大落差（見p.38）
• 行業零散度高，導致拖糧問題普遍（見p.47）
• 從業員容易面臨壓價和被資方轉移商業風險（見p.53）

2）影視業的生態和文化令從業員面對不公的操作和「行規」亦難以改變。這些因素包括：行業以人脈為重、行內層級文化較強、從業員願意為創作犧牲待遇、行內較缺乏團結及行動意識（詳見第6部分）：

• 從業員極度依賴人脈接觸工作機會。遇到不合理待遇時，顧慮到自己形象和開罪前輩的可能性，很多人都會忍氣吞聲，避免被行家覺得麻煩、小器，導致不獲重用。這無疑是製造了灰色地帶，讓掌握工作機會的人士和單位可以刻薄對待和剝削勞工，而毋須被問責（見p.58）
• 行內論資排輩的文化仍然存在，底層從業員要對前輩服從，表現出「肯捱」、願意「跟師傅學嘢」、甚至「任砌」等特質，難以反駁不合理要求，勞動尊嚴受損（見p.62）
• 從業員對藝術創作抱有熱誠，在商業製作中亦未必完全以金錢衡量自己的付出，因此容易陷入甘願「自我犧牲」的心態，導致被剝削（見p.64）
• 從業員若遇到不公平待遇，普遍不傾向團結行家一起尋求改變。主流的做法是在個人網絡傳播、私下聯絡對方追討、或放棄追究。多名受訪者歡迎行內發展出爭取權益導向的工會，惟他們認為現時並未有足夠條件推動（見p.65）

3）影視製作市道不佳，令製作預算壓縮，令長工時、職安意識不足問題亦更難有資源應對（詳見第7部分）：

• 拍攝現場有不少職安隱患，頗多從業員曾經歷或目睹工傷發生。從業員工時長、經常在疲勞狀態下工作；拍攝節奏趕急；現場未必有專業人員把關安全，僅靠經驗判斷安危等，都是造成職安隱患的原因（見p.77）
• 從業員連續多日超時工作的情況非常嚴重。受訪從業員認為行內有必要對作息時間有合理的規範，不應犧牲從業員健康（見p.74）
• 從業員認同需要專人負責監察片場安全，但對於如何實行並無共識（見p.81）
• 從業員普遍認為政府對行業的支援資源不足、不到位，應邁向更開放、不以商業效益為主要考量的方向改善（見p.84）

基於研究結果，我們對香港影視行業及政府提出以下倡議（詳見第8部分）：

保障自由工作者基本待遇（見p.87）

• 業界引入標準合約，推廣開工前先簽訂完整協議的文化
• 政府透過資助影像製作項目，推廣勞工友善措施
• 業界規範工時，減低超時、高強度工作的情況

改善工作條件及職業安全（見p.89）

• 業界和政府合作，設定適用於影視製作的職安課程、認證系統、作業指引
• 政府改善職安執法
• 從業員自我組織，維護及推動權益

支援業界發展（見p.92）

• 政府改善資助制度，支援各規模、多元創作
• 增加畢業生支援，輔助院校新晉人才與業界接軌

Pediatric Vaccination Adherence: Enhancing Compliance Among First-Generation Asian American Parents, Katelyn Leong

Nursing | Student Research Posters

Background: Vaccine adherence in the pediatric population refers to receiving vaccines as per the recommended schedule, which significantly reduces vaccine-preventable diseases and enhances community immunity. Vaccine hesitancy, driven by concerns such as safety, misinformation, or cultural beliefs can affect adherence. National coverage of state-mandated vaccines among kindergarteners declined from 95% to around 93% between 2019 and 2022, varying across different vaccines. Objective: This research proposal’s focus is to determine if an educational intervention targeting first-generation Asian Americans, who have adopted their immigrant parents' misinformation about vaccines, will effectively increase vaccination rates among their children. The study aims to assess the …

Demagoguery And Political Rhetoric: A Comparative Analysis Of Father Charles E. Coughlin And Donald J. Trump, Charlotte Moody

History and Political Science | Senior Theses

Many Americans can still recall James Madison’s warning against mob rule in The Federalist Papers. What Madison did not articulate as memorably, however, was that it is not the mob we need to fear, but the demagogue. Who is the one fueling the fire through their use of sensational rhetoric? A term from ancient Greek mythology, a demagogue generally means a persuasive orator and leader of the people. The historical demagogue has many iterations in modern American politics that continue to undermine democracy and justice. However, there has not been a comprehensive study comparing two of the arguably most influential …

Being Open About Cancer: Interview With Barbara Reul, Author Of The Open-Licensed Memoirs Perfect Timing And Right On Time, James Thibeault

Library Publications

While surviving cancer is a difficult endeavor, writing a book about the whole experience and publishing it with an open license is an additional struggle. Barbara Reul, a full professor of musicology at Luther College, University of Regina in Canada, was diagnosed with endometrial cancer in 2020. After undergoing twenty-eight targeted radiation therapy treatments and six rounds of chemo (all of which also occurred during the Covid-19 pandemic), Reul is fortunately cancer-free and has written two memoirs, Perfect Timing (2021) and Right On Time (2023), which chronicle her treatment and battle with cancer.

Effective Communication For Department Chairs: Thinking Like A Leader, Acting As A Colleague, Mark Hickson Iii

Journal of the Association for Communication Administration

This is the third essay in a three-part series that the author has been working on. The first and second parts appear in earlier volumes of the Journal of the Association for Communication Administration.

Student Engagement In The Communication Classroom: An Intervention To Encourage Student Success, Jay Baglia, Elissa Foster, Kendra Knight, Stephanie Grau

Journal of the Association for Communication Administration

Universities implement a variety of interventions to address student engagement and retention. This is especially true post-pandemic as faculty attempt to return to a pre-pandemic structure. Emerging adulthood aligns with the personal responsibility demanded of college students as well as changes in personal growth. In the current climate, stress has been shown to negatively impact executive functioning, the cognitive processes necessary for academic success. This essay describes an intervention encouraging student self-reflexivity around processes for engagement, academic success, and retention. Communication Fundamentals for College Success—a 5-week, two-credit workshop—was developed and delivered by the authors. Curriculum focused on time management, study …

Mapping The Ferment: Mediated Communication Research In Cios-Indexed Journals From 1970-2020, David J. Atkin, Kenneth A. Lachlan, Timothy D. Stephen, Carolyn Lagoe

Journal of the Association for Communication Administration

This study profiles scholarly publishing in the domain of mediated communication, based on an analysis of media-themed communication journals—as indexed in the CIOS’s ComAbstracts database—from 1970–2020. Analysis of 22,300 articles from media-themed scholarly journals paints a portrait of scholarly publishing configurations across the domains of Journalism and Communication. Criterion articles were subjected to cluster analysis that yielded a comprehensive unified field portrait of interlinkages among topical pairings encompassing 58 topical categories. Results suggest that just 7 of our 37 criterion journal outlets date to the 1970s, 6 additional titles were launched in the 1980s, 10 more in the 1990s, and …

Proximal Discourses In Residential Facility Care Providers’ Sense-Making Of Their Communication With Family Members Of A Loved One With Alzheimer’S Disease, Aimee E. Miller-Ott, Tristin Evans

Faculty Publications - Communications

Families often stay involved in the care of a loved one with Alzheimer’s disease even after relocation to a residential care facility, and through this transition, communication between the residential care providers and families becomes integral to keeping family informed and providing good care to the patient. However, care providers of people with Alzheimer’s living in residential facilities find themselves overwhelmed by expectations related to their caregiving role and struggle with making sense of their experiences. Fifteen care providers of people with Alzheimer’s disease living in a residential facility participated in qualitative, semi-structured interviews. Using relational dialectics theory as the …

The Influence Of Virtual Anchor Live Streaming On Chinese Consumer Responses, Pik Shan Chan

Chulalongkorn University Theses and Dissertations (Chula ETD)

In the context of China's e-commerce live-streaming industry, this study explores the influence of consumer ethnocentrism (CET) and cosmopolitanism (COS) on perceptions of virtual anchors, using the Technology Acceptance Model (TAM) to examine the effects on perceived usefulness (PU), perceived ease of use (PEOU), and perceived enjoyment (PE), which ultimately shape consumer behavioral responses (CBR). A quantitative survey was conducted with 204 participants who had prior experience watching live streams on Chinese e-commerce platforms. Using structural equation modeling (SEM), the study found that CET positively impacts PU (β=0.766), PEOU (β=0.899), and PE (β=0.511), while COS positively influences PU (β=0.593), PEOU …

Letter From The Dean, Jeff Edwards

Discovery, The Student Journal of Dale Bumpers College of Agricultural, Food and Life Sciences

No abstract provided.

Discovery: The Student Journal Of Dale Bumpers College Of Agricultural, Food And Life Sciences - Volume 25 2024, Several Authors

Discovery, The Student Journal of Dale Bumpers College of Agricultural, Food and Life Sciences

No abstract provided.

Professional Identity Development In Large Public Accounting Firms During Covid-19 And Beyond, Alexander J. Tighe

2024

Professional identity is formed by understanding the set of traits and behaviors that help define the social expectations of individuals within a profession. Acquiring these traits and acting in accordance with professional norms allows an individual to feel connected to their profession and other individuals within their field. In public accounting, professional identity is formed through the socialization process. This process teaches new hires the necessary technical knowledge to complete job tasks and behaviors that denote overall professionalism such as proper work attire or polite interactions with clients. The COVID-19 Pandemic radically changed social norms in the accounting profession by …

Developing Toolkit For Adults With Autism Spectrum Disorder In An Oncology Outpatient Clinic, Brittany J. Johnson Dnp, Fnp-C

Doctor of Nursing Practice (DNP) Scholarly Projects - Archive

Autistic adults are at higher risk of being diagnosed with co-occurring health conditions, and yet they are a vulnerable group for disparities in access and outcomes. One of the key barriers to better outcomes is poor patient-provider communication. This study the use of AASPIRE’s AHAT communication toolkit as a channel between healthcare workers and autistic adults to facilitate their appointments within the outpatient oncology department, as well as assessing healthcare providers’ knowledge and self-efficacy in caring for the patients. Sixteen healthcare providers (12 registered nurses and four patient care assistants) completed pre and post intervention surveys and utilized the AHAT …

Communicating Climate Change: Adaptive Silviculture In Central Appalachian Kentucky, Logan Baker

Theses and Dissertations--Forestry and Natural Resources

Climate change communication is an emerging field that requires a multidisciplinary understanding of both climate and social science. Communicating with underrepresented woodland owners about climate change, specifically climate change adaptation in forestry applications, necessitates appropriately adjusted approaches. In Central Appalachian Kentucky, outreach with underrepresented woodland owners on forest adaptation topics has not been examined in depth. The recent establishment of an Adaptive Silviculture for Climate Change research site in the University of Kentucky’s Robinson Forest has created an opportunity to generate regionally specific climate adaptation information for Appalachian Kentucky forests. It is imperative to investigate how best to approach communicating …

Evaluating The Caring Cards Program And Its Effect On Mental Health Indicators Among A Self-Defined Agricultural Group In Rural Kentucky, Katrina Clontz

Theses and Dissertations--Community & Leadership Development

Suicide is currently the 11^th leading cause of death in the Unites States (American Foundation for Suicide Prevention, 2024), and is especially high among the farming and agricultural population (Kennedy et al., 2021; Klingelschmidt et al., 2022; Monteith et al., 2020). Additionally, mental health access and outcomes are worse among this population, partially due to the inaccessibility of care in rural areas (Taylor, 2019). Communication among caring individuals is thought to be an effective suicide prevention strategy (Long, 2023; Ross & Bassilos, 2019). The Caring Cards program was developed as a way to facilitate mental health communications among a …

Women In Religious Leadership Roles, Amanda Wadkins

Graduate Theses/Dissertations

The experiences of women in leadership have been well studied in academia, but there remains a gap in the literature regarding and understanding of the experiences of women who are in religious leadership roles. I examined what challenges these women experience in their roles, and how they make sense of those challenges, using the constant comparative method of data analysis to analyze interviews with 12 women who have leadership roles within their protestant church or nonprofit organization. The results indicate that these individuals experience challenges that are consistent with past research on women in leadership. However, the results also illustrate …

The Cancellation Station Podcast: The Controversies Of Canceling, Quinn Rauchenecker

Dissertations and Theses @ UNI

The term “Cancel Culture” has had a firm grasp on mainstream culture and disagreements about whether it is doing more harm than good. While the initial intention of the widespread term was created for good, it is now in a space of critique. For my thesis, I use the creative means of podcasting to explore cancel culture and its controversies.