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Thyroid Carcinoma Recurrence Prediction Using Artificial Intelligence On Prognosis Parameter, Supawat Suntornlimsiri
Thyroid Carcinoma Recurrence Prediction Using Artificial Intelligence On Prognosis Parameter, Supawat Suntornlimsiri
Chulalongkorn University Theses and Dissertations (Chula ETD)
Papillary thyroid carcinoma (PTC) is the most common subtype of thyroid malignancy and is increasingly diagnosed worldwide. Although typically localised, PTC exhibits a notable risk of bilateral involvement, with contralateral disease occurring in up to 44 percent of cases. While completion thyroidectomy is recommended in selected high-risk scenarios, it carries potential complications, making accurate prediction of contralateral involvement essential. This study investigates the utility of classical statistical methods and machine learning (ML) algorithms—Support Vector Machines (SVM), Extreme Gradient Boosting (XGBoost), and Random Forest (RF)—in predicting contralateral PTC using a retrospective dataset of 122 lobectomy patients. ML models, especially RF with …
Design And Evaluation Of A Thai Speech Emotion Recognition Corpus With Ambiguous Annotations, Chompakorn Chaksangchaichot
Design And Evaluation Of A Thai Speech Emotion Recognition Corpus With Ambiguous Annotations, Chompakorn Chaksangchaichot
Chulalongkorn University Theses and Dissertations (Chula ETD)
THAI-SER is the first large-scale Thai speech emotion recognition corpus, comprising 41.6 hours (27,854 utterances) from 100 recordings across diverse environments (Zoom and studio). The data includes both scripted and improvised speech by 200 professional actors (112 females, 88 males, aged 18–55), covering five emotions: neutral, angry, happy, sad, and frustrated. Utterances were labeled via crowdsourcing, with rigorous quality control ensuring a majority agreement score above 0.71. Annotation reliability, measured by Krippendorff’s alpha, reached 0.692 (above the 0.667 threshold), and human emotion recognition accuracy reached 0.772 after filtering. We also report benchmark results from models trained and evaluated on both …
Limitations Of Secular Values In Constitutions Of The Kingdom Of Thailand: A Critical Study Of The Concepts Of Rights And Liberty, Chayanin Nuisin
Limitations Of Secular Values In Constitutions Of The Kingdom Of Thailand: A Critical Study Of The Concepts Of Rights And Liberty, Chayanin Nuisin
Chulalongkorn University Theses and Dissertations (Chula ETD)
This dissertation aims to examine the limitations of secular values within the context of all twenty constitutions of the Kingdom of Thailand. The analysis focuses in particular on rights and liberties as core secular values. The study considers their origins, development, and the obstacles that have hindered the realization of rights and liberties in Thai society. The findings suggest that secular values—especially modern concepts of rights and liberties—emerged during the Reformation period under King Rama V, when Siam sought to adjust itself to the conditions of modernity. This was a period marked by strong Western influence, which brought with it …
Development Of Self-Healing Polymer From Bio-Based Benzoxazine Blend With Poly(Ethylene Glycol) For Anti-Biofouling Applications, Pharaporn Yodkum
Development Of Self-Healing Polymer From Bio-Based Benzoxazine Blend With Poly(Ethylene Glycol) For Anti-Biofouling Applications, Pharaporn Yodkum
Chulalongkorn University Theses and Dissertations (Chula ETD)
Biofouling remains a significant challenge in marine industries, as conventional coatings often lose their antifouling efficacy once they become damaged. Incorporating self-healing capabilities into antifouling coatings has therefore emerged as a promising strategy to extend service life and maintain long-term performance. In this study, self-healing polymers were developed based on a bio-derived benzoxazine resin (E-fa), synthesized from renewable precursors including eugenol (a phenol source), furfurylamine (an amine source), and paraformaldehyde, and subsequently blended with poly(ethylene glycol) (PEG). The blends were formulated with varying weight ratios (95/5, 90/10, 85/15, and 80/20 wt/wt%) and PEG molecular weights (PEG-600, PEG-1500, and PEG-4000). This …
L1 Chinese Learners’ Interlanguage Of English Infinitive And Gerund Verbal Complements, Sixin Qin
L1 Chinese Learners’ Interlanguage Of English Infinitive And Gerund Verbal Complements, Sixin Qin
Chulalongkorn University Theses and Dissertations (Chula ETD)
This research, following the Interlanguage Hypothesis (Selinker, 1972), examined L1 Chinese learners’ interlanguage of English infinitive and gerund constructions and probed into the psycholinguistic factors influencing the development of their interlanguage. The targeted verbs were verbs that can be followed by both infinitive and gerund complements, depending on the contexts, i.e., forget, remember, stop, and regret. A guided story oral production (GSOP) task and a semi-structured interview were conducted individually with 31 L1 Chinese learners, whose English proficiency was at an intermediate level. The results showcased that L1 Chinese learners’ interlanguage of English infinitives and gerunds was motivated by multiple …
Exploring Social Issues In And The Reception Of The Thai Television Series The Gifted, Siyu Liang
Exploring Social Issues In And The Reception Of The Thai Television Series The Gifted, Siyu Liang
Chulalongkorn University Theses and Dissertations (Chula ETD)
This research explores the Thai television series The Gifted (GMMTV, 2018) as a cultural text that reflects the power dynamics and social inequalities embedded in Thailand’s educational system. Drawing on Michel Foucault’s concept of disciplinary power, the research examines how the series portrays mechanisms of control, compliance, and resistance within a hierarchical school environment. Textual analysis is complemented by a reception study of audience responses collected from YouTube, IMDb, and MyDramaList, revealing how viewers interpret and emotionally engage with the drama’s social implications. The findings suggest that The Gifted functions not only as youth entertainment but also as a critique …
Comparative Analysis Of Gut Microbiota In Post-Mortem Chronic Alcoholics Versus Minimal To No Alcohol Users In The Thai Population, Laiba Pervez
Chulalongkorn University Theses and Dissertations (Chula ETD)
Chronic alcohol consumption induces long-term disruption of the gut microbiota, contributing to inflammation, metabolic imbalance, and impaired intestinal integrity. This study investigated 24 postmortem gut microbiota samples from the Thai population, including 12 chronic alcoholic and 12 non-alcoholic cadavers, focusing on cecal and fecal samples to identify site-specific microbial signatures of alcohol-associated dysbiosis. Following DNA extraction, the V3–V4 regions of the 16S rRNA gene were sequenced on the Illumina MiSeq platform. Data were processed in QIIME for OTU clustering and taxonomic profiling. Alpha (Shannon, Chao1, ACE) and beta (Bray–Curtis) diversity were analyzed with PERMANOVA (p< 0.05) while LEfSe, cladogram, and STAMP analyses identified differentially abundant taxa.. At the phylum level, alcoholic cecal samples (AC) showed a decrease in Firmicutes (59.07%) and increases in Proteobacteria (5.54%), Fusobacteria (8.48%), and Actinobacteria (2.78%) compared with controls (NAC). The rise in Actinobacteria was statistically significant. The class Bacilli was also elevated, reflecting a more oxygenated and inflammatory intestinal environment. At the genus level, Paeniclostridium was enriched in alcoholics, while the butyrate-producing Coprococcus was reduced, suggesting impaired SCFA metabolism and gut barrier function. In fecal samples (AF vs NAF), phylum-level differences were minimal, although Clostridium sensu stricto 1 was notably higher in alcoholics, consistent with inflammation-associated dysbiosis. When comparing gut regions, distinct spatial heterogeneity was observed. Within the alcoholic group, Firmicutes were more abundant in cecum, while Actinobacteria were lower compared to feces. Among controls, Actinobacteria and Bacteroidetes were enriched in feces, whereas Firmicutes predominated in the cecum. Alpha diversity analysis using ACE and Chao1 indices showed significant differences between cecal and fecal samples of the control group. Overall, postmortem gut microbiota retained distinct alcoholassociated signatures, with the cecum preserving clearer microbial patterns than feces. These findings highlight the cecum’s potential as a reliable site for detecting alcohol-related dysbiosis in forensics.
Robust Palm Print For Mobile Authentication System, Son Nguyen
Robust Palm Print For Mobile Authentication System, Son Nguyen
Chulalongkorn University Theses and Dissertations (Chula ETD)
Smartphones are gateways to financial, health, and personal data; consequently, mobile authentication must be accurate, fast, privacy-preserving, and scalable. This thesis presents an end-to-end palmprint authentication framework that addresses a practical trilemma: label-efficient learning, on-device efficiency, and cloud-scale identification. We pretrain a ResNet-18 encoder with self-supervised contrastive learning on unlabeled palm images, distill its representation to a lightweight MobileNetV3 student for real-time inference on phones, and support both 1:1 on-device verification and 1:N cloud identification using FAISS/HNSW. On public datasets, the system attains 99.2% accuracy, a 0.15% equal-error rate (EER), and ~87 ms end-to-end latency on iPhone-class hardware. FAISS scales …
Boxa-Calcium Phosphate Nanoparticle As The Treatment For Pulmonary Fibrosis In Rat Model, Rathasapa Patarat
Boxa-Calcium Phosphate Nanoparticle As The Treatment For Pulmonary Fibrosis In Rat Model, Rathasapa Patarat
Chulalongkorn University Theses and Dissertations (Chula ETD)
Pulmonary fibrosis is a suffocating disease. The patients whose diagnosed by it mostly have periodic difficulty breathing or long-term experience of shortness of breath on daily basis which resulted in decreased in quality of life. The median survival rate is 3 years after diagnosis in the severe cases. One of the most common severe forms of pulmonary disease is the Idiopathic Pulmonary Fibrosis (IPF). There is currently no consensus on the precise mechanism of the pulmonary fibrosis. The cause of the pulmonary fibrosis can be varying from simple lung infection or mechanical injury to autoimmune disease or radiation exposure. All …
Effect Of Single Screw Extrusion Process Parameters On Gel Formation And Properties In Polycaprolactone Films, Kitthanya Ritthichai
Effect Of Single Screw Extrusion Process Parameters On Gel Formation And Properties In Polycaprolactone Films, Kitthanya Ritthichai
Chulalongkorn University Theses and Dissertations (Chula ETD)
This research focuses on the production of polycaprolactone (PCL) films using the commercial grade CAPA 6800 through a continuous single-screw extrusion process. This method serves as an alternative to conventional solution-based film fabrication that requires solvents and chemical reagents. The effects of processing temperature (80–120 °C), screw design (mixing screw and plain screw), and extruder-barrel cooling system (water-cooled and air-cooled) on film quality, gel formation, thermal properties, and mechanical properties of PCL films were investigated. Based on the processing of high-purity PCL pellets, the results indicate that the processing temperature, screw design, and barrel-cooling system did not affect the chemical …
Evaluating The Potential For An Eco-Museum In Mon Village Through The Lens Of Sustainable Development, Yanran Huang
Evaluating The Potential For An Eco-Museum In Mon Village Through The Lens Of Sustainable Development, Yanran Huang
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study uses the Mon Village in Sangkhlaburi, Thailand, as a case study to explore the feasibility of establishing an eco-museum through the lens of sustainable development. As a “museum without walls,” the eco-museum emphasizes community participation, cultural continuity, and ecological protection, offering distinctive value compared to conventional museums. The research first outlines the significance of eco-museums in cultural preservation, ecological conservation, community development, and policy innovation, noting that such institutions have not yet been formally established in Thailand. A qualitative methodology was adopted, combining semi-structured interviews, field observations, and document analysis to collect diverse perspectives from community residents, cultural …
Evaluation Of Blending Ability Of Single-Shade Composite Relating To Different Cavity Depths And Abrasive Wear From Toothbrushing, Nattaporn Verayangkura
Evaluation Of Blending Ability Of Single-Shade Composite Relating To Different Cavity Depths And Abrasive Wear From Toothbrushing, Nattaporn Verayangkura
Chulalongkorn University Theses and Dissertations (Chula ETD)
Materials and Method: Eighty extracted human premolars were used for the shade‑matching evaluation. The materials tested in this study were Omnichroma (OC), Vittra APS Unique (VU), Charisma Diamond One (CD), and Filtek Z350 XT (FZ, control). The initial tooth shade was determined using a dental spectrophotometer and the reference color parameters (L, C, and H) were recorded with a laboratory spectrophotometer. A 4‑mm‑diameter cylindrical cavity was prepared in each tooth at restoration depths of either 1 mm or 2 mm. The prepared teeth in each restoration depth group were further divided into four subgroups based on the resin composite material …
Cytotoxic Constituents From Cylindrolobus Mucronatus Against Glioblastoma Cells, Shune Lae Yee Soe
Cytotoxic Constituents From Cylindrolobus Mucronatus Against Glioblastoma Cells, Shune Lae Yee Soe
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study reported the phytochemical investigation of Cylindrolobus mucronatus Lindl., a member of the Orchidaceae family, focusing on its chemical constituents and cytotoxic potential against glioblastoma cells. Eleven compounds were successfully isolated and structurally characterized, including new phenanthrene derivatives, cymucronins A-D, along with seven known compounds comprising confusarin , nudol, erianthridin, coelonin, bleformin I, (2,3-trans)-2-(4-hydroxy-3-methoxyphenyl)-3-hydroxymethyl-10-methoxy-2,3,4,5-tetrahydrophenanthro [2,1-b] furan-7-ol, and blestriarene C. Structural elucidation was accomplished using NMR, MS, IR and UV-Vis spectroscopic techniques, supported by comparison with literature data. Eight compounds were evaluated for their cytotoxic activity against U-87 human glioblastoma cells and three non-cancerous human cell lines: HEK293 (embryonic kidney), …
Motivations And Experiences Of Thai Fans In Attending K-Pop Hybrid Concerts, Phavaran Wonglek
Motivations And Experiences Of Thai Fans In Attending K-Pop Hybrid Concerts, Phavaran Wonglek
Chulalongkorn University Theses and Dissertations (Chula ETD)
The rise of hybrid concerts, combining live performances with online streaming, has transformed how global K-pop fans engage with performances. While offering flexibility and broad accessibility, this format raises concerns about replicating the emotional and social richness of offline events. This study investigates the motivations, experiences, satisfaction, and future intentions of Thai fans attending K-pop hybrid concerts via live streaming. It adopts the Uses and Gratifications Theory (UGT) and Expectation Confirmation Theory (ECT) as its framework. Data were collected from 401 respondents using a questionnaire and analyzed through descriptive statistics. Findings show that emotional motivations were the main drivers, with …
Cumulative Environmental Impacts In Thailand : A Legal Appraisal Of The Eia Regime Under Neqa, Leila Kenza Cherkaoui
Cumulative Environmental Impacts In Thailand : A Legal Appraisal Of The Eia Regime Under Neqa, Leila Kenza Cherkaoui
Chulalongkorn University Theses and Dissertations (Chula ETD)
This Research examines the limitations of Thailand’s Environmental Impact Assessment (EIA) framework under the Enhancement and conservation of National Environmental Quality Act B.e. 2535 (1992) (NEQA), with a focus on its failure to address cumulative environmental impacts in tourism-intensive regions such as Phuket, Koh Samui, and Chiang Mai. While EIA was originally introduced to ensure that environmental risks are considered before project approval, in practice Thailand’s system remains narrowly projectbased, overlooking the combined effects of multiple small and medium scale development that together exceed ecological carrying capacity. This has contributed to serious environmental degradation, including coral reef decline, freshwater depletion, …
The Information Spillover Effects Of Earnings Announcements: Evidence From Thailand, Panatakorn Piyawannasuth
The Information Spillover Effects Of Earnings Announcements: Evidence From Thailand, Panatakorn Piyawannasuth
Chulalongkorn University Theses and Dissertations (Chula ETD)
AbstractThis research investigates spillover effects during announcement days in the Thai stock market, covering the period from 2015 to 2024, covering all publicly traded companies on the Stock Exchange of Thailand. The paper aims to determine whether limited spillover effects in developed markets persist in emerging markets whose institutional features are quite different.The empirical evidence strongly confirms that Thai earnings announcements are made up predominantly of firm-specific information, as compared with industry-level information, consistent with developed-market profiles. The conditional spillover study, however, reveals characteristic Thai capital market characteristics. Firms reporting significant earnings surprises demonstrate no systematic evidence in precipitating larger …
Governance Rating Disagreement And Earnings Management In Asean Listed Firms, Pawat Dumrongkiate
Governance Rating Disagreement And Earnings Management In Asean Listed Firms, Pawat Dumrongkiate
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study investigates the relationship between corporate governance ratings and earnings management among publicly listed firms across six ASEAN countries—Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam—during the period 2015–2023. It examines whether the coverage, level, and disagreement of governance ratings influence the degree of discretionary accruals, which are used as a proxy for earnings management. The Modified Jones Model and Kothari’s performance-matched approach were employed to estimate discretionary accruals, with firm, country, industry, and year fixed effects applied to control for unobserved heterogeneity. The results reveal that governance rating coverage and overall rating levels do not significantly affect earnings …
Flight From Liquidity And Bond Yields: Evidence From Thai Market, Sasipim Sinithanon
Flight From Liquidity And Bond Yields: Evidence From Thai Market, Sasipim Sinithanon
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study investigates how liquidity risk influences mutual fund selling behavior and bond pricing in the Thai bond market during periods of distress. Using quarterly mutual fund holdings from Morningstar and transaction-level data from the Thai Bond Market Association (ThaiBMA) between 2015 and 2024, the analysis examines whether mutual funds exhibit “Flight from Liquidity” behavior—selling their most liquid assets under stress—and how such behavior affects bond yield spreads.Three hypotheses are tested. First, whether mutual funds are more likely to sell government bonds than corporate bonds during distress periods. Second, whether funds exhibit flight-from-liquidity behavior within each bond segment by selling …
The Moderating Role Of Investor Sentiment Regimes On The Impact Of Flow Types On Capital Structure Decisions (Evidence From Thailand), Shiva Sachaphimukh
The Moderating Role Of Investor Sentiment Regimes On The Impact Of Flow Types On Capital Structure Decisions (Evidence From Thailand), Shiva Sachaphimukh
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study analyzes how foreign and domestic capital flows influence the leverage of SET100 Thai non-financial firms, considering investor sentiment regimes and firm cyclicality (2013–2023). It contrasts fundamental foreign portfolio flows with speculative domestic trading turnover. Sentiment regimes powerfully amplify flow effects. Bullish domestic sentiment and high domestic turnover significantly increase leverage (sentiment-exploitation). Conversely, deteriorating sentiment and foreign outflows intensify debt reliance (stress-compensation). Domestic flows have stronger, more immediate leverage effects than foreign flows, revealing a behavioral asymmetry. Cyclical firms respond aggressively to domestic factors and sentiment, while non-cyclical firms prioritize foreign capital stability.The findings highlight the critical role of …
High-Yield Or Nothing? Investor Preferences For Riskier Bonds In Thailand, Thamon Chongkwanyuen
High-Yield Or Nothing? Investor Preferences For Riskier Bonds In Thailand, Thamon Chongkwanyuen
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study investigates the determinants of investor demand for high-yield corporate bonds in Thailand's primary market between 2014 and 2024, focusing on whether investors exhibit reach-for-yield behavior and how they respond to past issuance patterns. Utilizing panel regression, with the Take-Up Ratio serving as the key measure of investor participation, the findings reveal that investor behavior is highly conditional. In normal or tightening monetary periods, high nominal yields and credit spreads are generally associated with lower subscription rates, suggesting investors interpret elevated returns as a signal of greater credit risk. However, this risk aversion is reversed during accommodative monetary conditions …
Salience, Trading Volume And 52-Week High Effects On Stock Returns: Evidence From Thai Stock Market, Tonnsaai Anantrechai
Salience, Trading Volume And 52-Week High Effects On Stock Returns: Evidence From Thai Stock Market, Tonnsaai Anantrechai
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study examines the interaction between salience effects and the 52-week high phenomenon in the Thai stock market, with particular attention to the mediating role of trading volume. Using data from SET100 constituents spanning May 2005 to December 2024, we employ the salience measure developed by Bordalo et al. (2012) and Cosemans and Frehen (2021) to investigate whether stocks with salient payoffs exhibit different return patterns when approaching their 52-week highs. Following Lin (2024), we test whether abnormal trading volume amplifies these behavioral effects. Our findings reveal a notable discrepancy: while historical portfolio sorts show extreme return differentials between salience …
Passengers’ Perceptions, Attitudes, And Willingness To Fly With Southeast Asian Low-Cost Carriers During Routine Disruption Communication, Aqilah Filzah Binti Ahmad Ridwan
Passengers’ Perceptions, Attitudes, And Willingness To Fly With Southeast Asian Low-Cost Carriers During Routine Disruption Communication, Aqilah Filzah Binti Ahmad Ridwan
Chulalongkorn University Theses and Dissertations (Chula ETD)
The objective of this research was to examine how passengers perceive crisis communication during routine operational disruptions (RODs) within Southeast Asian low-cost carriers (LCCs), and to determine whether perceived communication quality predicts passenger attitudes and willingness to fly. This study also aimed to assess the relationship between passengers’ attitudes toward airlines’ disruption management and their subsequent willingness to fly after experiencing RODs. A total of 201 respondents who had previously flown with LCCs completed an online self-administered questionnaire. Simple linear regression analyses revealed that perceived crisis communication had a significant positive effect on passengers’ attitudes toward disruption management. Attitude, in …
The Role Of Food Influencers On Consumer Attitudes And Purchase Intention Towards Local Food And Beverage Brands In Myanmar Amid Foreign Product Scarcity, Ei Phyu Phyu Khaing
The Role Of Food Influencers On Consumer Attitudes And Purchase Intention Towards Local Food And Beverage Brands In Myanmar Amid Foreign Product Scarcity, Ei Phyu Phyu Khaing
Chulalongkorn University Theses and Dissertations (Chula ETD)
This qualitative study examines the role of food influencers in shaping consumer attitudes and purchase intentions toward local food and beverage (F&B) brands in Myanmar during a period of foreign product scarcity. Framed by influencer marketing strategy, framing theory, and the source credibility model, the research explores how influencers navigate authenticity, credibility, and identity while promoting domestic brands amid the “empty void” left by the scarcity of foreign products. Using purposive sampling, semi-structured in-depth interviews were conducted with five Myanmar-based food influencers active on Facebook and Tik Tok. Thematic analysis revealed that influencers strategically construct authenticity through personal brand alignment, …
The Influence Of Seventeen As A Celebrity Endorser On Brand Attitude And Purchase Intention Toward Indomilk Products In Indonesia, Francesca Diva Rachmaputri
The Influence Of Seventeen As A Celebrity Endorser On Brand Attitude And Purchase Intention Toward Indomilk Products In Indonesia, Francesca Diva Rachmaputri
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study aims to examine the influence of the K-pop group SEVENTEEN as celebrity endorsers on consumers’ brand attitudes and purchase intentions toward Indomilk among Indonesian consumers. A quantitative survey was conducted with 266 respondents who were familiar with both SEVENTEEN and the campaign. The results indicate that the credibility of SEVENTEEN significantly affects consumers’ brand attitudes, with trustworthiness and attractiveness being the most influential dimensions. Moreover, consumers’ brand attitudes significantly impact their purchase intentions. The findings demonstrate the effectiveness of using K-pop artists to influence consumer behavior and highlight the importance of selecting highly credible endorsers to enhance the …
The Influence Of Social Media Influencer Credibility On Chinese Gen Z’S Attitude And Travel Intentions Toward Thailand, Haijing Shen
The Influence Of Social Media Influencer Credibility On Chinese Gen Z’S Attitude And Travel Intentions Toward Thailand, Haijing Shen
Chulalongkorn University Theses and Dissertations (Chula ETD)
This research uses Stimulus-Organism-Response model and source credibility framework to examine the influence of social media influencer perceived credibility on Chinese Gen Z’s attitude and travel intention toward Thailand after Wang Xing kidnapping crisis. Via utilizing Pearson correlation coefficient and Regression analysis to analyze the data collected by an online survey with 277 respondents as valid sample size, the perceived credibility of social media influencers, especially perceived trustworthiness, has significant influence on affecting Chinese Gen Z’s attitude. Meanwhile, attitude is the strongest factor on influencing Chinese Gen Z’s intention. Noticeably, the result is indicating the mediating role of attitude between …
The Influence Of Butterbear Mascot Attractiveness On Brand Attitude, Huyen Phuong Do
The Influence Of Butterbear Mascot Attractiveness On Brand Attitude, Huyen Phuong Do
Chulalongkorn University Theses and Dissertations (Chula ETD)
This research examines the influence of mascot’s perceived attractiveness on the brand attitude towards Butterbear. Data were collected via online survey from 220 male and female respondents (aged 18-26) residing in Bangkok, who had been exposed to content from Butterbear brand within the past three months. Overall, participants perceived Butterbear mascot as highly attractive (M = 4.39) and reported positive attitudes towards the Butterbear brand (M = 4.30). Furthermore, the findings revealed that all six dimensions underlying mascot attractiveness (Brand Impact, Brand Expertise, Mascot Uniqueness, Mascot Anthropomorphism, Mascot Intimacy, and Mascot Consistency) showed statistically significant correlations with the brand attitude. …
The Image Of Transnational Universities In Vietnam And The Enrollment Decision Of Prospective Students, Khanh Huyen Pham
The Image Of Transnational Universities In Vietnam And The Enrollment Decision Of Prospective Students, Khanh Huyen Pham
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study examines how Vietnamese applicants perceive the image of transnational universities (TNE) and how these perceptions influence their college choice decisions. Focusing on RMIT Vietnam, BUV, and Swinburne Vietnam, the research explores university image through functional cues, personality cues, and perceived value, and analyzes decision-making across predisposition, search, and choice stages. Twelve applicants were interviewed using semi-structured interviews, and data were analyzed through thematic analysis. Findings show that applicants build university image gradually as they compare curriculum, teaching quality, facilities, and accreditation with emotional cues such as friendliness, professionalism, and campus “vibes.” Perceived value (degree recognition, employability, and alumni …
Social Media Use And Personal Branding Identity Of Myanmar Freelancers, Lin Htet Thway
Social Media Use And Personal Branding Identity Of Myanmar Freelancers, Lin Htet Thway
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study examined social media use, self-expression, professionalism, self-efficacy, self-disclosure, and personal branding identity among Myanmar freelancers, and investigated how these factors influence their personal branding identity on social media. An online survey of 200 freelancers aged 18 to 45 years was conducted. Respondents reported high levels of social media use (M = 4.07), self-expression (M = 4.13), professionalism (M = 4.16), self-efficacy (M = 4.17), personal branding identity (M = 4.30), and a moderately high level of self-disclosure (M = 3.95). Regression results showed that the five variables together explained 24.4 percent of the variance in personal branding identity …
The Influence Of Short-Video Content Marketing On Chinese Consumers' Perceived Value And Usage Intention On Duolingo Brand, Meitong Li
Chulalongkorn University Theses and Dissertations (Chula ETD)
The objective of this research was to examine how short-video content marketing on Douyin platform influences Chinese Generation Z consumers’ perceived value of Duolingo and their intention to continue using the application. A total of 252 respondents aged between 18 and 29 years old, who had used Douyin in the past three months and viewed Duolingo’s short-video content at least three times in the last month, completed an online questionnaire survey. The study reveals that all three dimensions of short-video content marketing (i.e. entertaining content, functional content, and social-interactive content) significantly influenced consumers’ perceived value, with social-interactive content demonstrating the …
The Influence Of Social Media Advertising Features On Brand Engagement And Purchase Intention Towards Local Cosmetic Brands In Vietnam, Ngoc Khanh Linh Tran
The Influence Of Social Media Advertising Features On Brand Engagement And Purchase Intention Towards Local Cosmetic Brands In Vietnam, Ngoc Khanh Linh Tran
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study investigates the effects of social media advertising features on brand engagement and purchase intention for local cosmetic products among Vietnamese Gen Z consumers. Data were collected through an online survey from 211 Vietnamese respondents aged 18–28 who follow and have been exposed to local cosmetic brand advertising on social media. The results indicate that social media advertising features significantly influence brand engagement, with informativeness being the most influential factor, and brand engagement positively affects purchase intention. These findings highlight the importance of well-designed social media advertising features in enhancing brand engagement and increasing purchase intention within Vietnam’s cosmetic …