Communication Commons^™

การสื่อสารการตลาดแบบบอกต่อและพฤติกรรมผู้บริโภคร้านอาหารไทยในประเทศโมซัมบิก, วาทิตา เนื่องนิยม

Chulalongkorn University Theses and Dissertations (Chula ETD)

งานวิจัยฉบับนี้มีจุดประสงค์เพื่อศึกษา 1) เพื่อศึกษาการสื่อสารการตลาดแบบบอกต่อของร้านอาหารไทยในประเทศประเทศโมซัมบิก 2) เพื่อศึกษารูปแบบการเปิดรับการสื่อสารการตลาดแบบบอกต่อ ทัศนคติ และพฤติกรรมการใช้บริการร้านอาหารไทยของผู้บริโภคในประเทศโมซัมบิก 3) เพื่อศึกษาความสัมพันธ์ระหว่างการเปิดรับการสื่อสารการตลาดแบบบอกต่อ ทัศนคติ และพฤติกรรมการใช้บริการร้านอาหารไทยไทยของผู้บริโภคในประเทศโมซัมบิก 4) เพื่อศึกษาความแตกต่างของลักษณะทางประชากรที่แตกต่างกันในการเปิดรับการสื่อสารการตลาดแบบบอกต่อ ทัศนคติ และพฤติกรรมการใช้บริการร้านอาหารไทยของผู้บริโภคในประเทศโมซัมบิกเป็นการวิจัยแบบผสานวิธี ได้แก่ การวิจัยเชิงคุณภาพโดยใช้การสัมภาษณ์เชิงลึกจำนวน 5 คน จากผู้เชี่ยวชาญที่มีความรู้ และประสบการณ์เกี่ยวกับร้านอาหารในต่างประเทศ และผู้บริหารร้านอาหารไทย และผลการวิจัยเชิงปริมาณใช้แบบสอบถามจำนวน 400 ชุด โดยเก็บข้อมูลที่กรุงมาปูโต ประเทศโมซัมบิก ผลการวิจัยเชิงคุณภาพจากการสัมภาษณ์เชิงลึกจากผู้เชี่ยวชาญที่มีความรู้และประสบการณ์เกี่ยวกับร้านอาหารในต่างประเทศและผู้บริหารร้านอาหารไทยในต่างประเทศ จำนวน 5คน ให้ความคิดเห็นตรงกันว่า การสื่อสารการตลาดแบบบอกต่อ เป็นเครื่องมือการสื่อสารที่มีประโยชน์ต่อร้านอาหารไทยในประเทศโมซัมบิก ผลการวิจัยเชิงปริมาณ พบว่าผู้บริโภคมีการเปิดรับการสื่อสารการตลาดแบบบอกต่อเกี่ยวกับร้านอาหารไทยในประเทศโมซัมบิกผ่านทางสื่อออนไลน์มากที่สุด โดยมีการเปิดรับสื่อจากสมาชิกในครอบครัว ญาติ พี่น้องมากที่สุด ผู้บริโภคมีทัศนคติที่ดีมากต่อร้านอาหารไทยในประเทศโมซัมบิก โดยมีทัศนคติต่อหน้าตา หรือความสวยงามของอาหาร และการจัดแต่งแสงไฟในร้านอาหารมากที่สุด และผู้บริโภคมีพฤติกรรมการใช้บริการร้านอาหารไทยในประเทศโมซัมบิกบ่อย ๆ โดยมีการใช้บริการร้านอาหารไทยในช่วงวันหยุดสุดสัปดาห์ คือ วันเสาร์ และวันอาทิตย์ มากที่สุด ผลการทดสอบสมมติฐานพบว่า 1) การเปิดรับการสื่อสารการตลาดแบบบอกต่อมีความสัมพันธ์กับทัศนคติต่อร้านอาหารไทยของผู้บริโภคในประเทศโมซัมบิก โดยมีความสัมพันธ์กันในเชิงลบ และมีค่าสัมประสิทธิ์สหสัมพันธ์อยู่ในระดับต่ำมาก 2) ทัศนคติต่อร้านอาหารไทยมีความสัมพันธ์กับพฤติกรรมการใช้บริการร้านอาหารไทยของผู้บริโภคในประเทศโมซัมบิก โดยมีความสัมพันธ์กันในเชิงลบ และมีค่าสัมประสิทธิ์สหสัมพันธ์อยู่ในระดับต่ำมาก 3) ผู้บริโภคที่มีอายุ อาชีพและศาสนาแตกต่างกันมีการเปิดรับการสื่อสารการตลาดแบบบอกต่อเกี่ยวกับร้านอาหารไทยในประเทศโมซัมบิกแตกต่างกัน 4) ผู้บริโภคที่มีอายุ และอาชีพแตกต่างกันมีทัศนคติต่อร้านอาหารไทยในประเทศโมซัมบิกแตกต่างกัน 5) ผู้บริโภคที่มีอายุ อาชีพ และศาสนาแตกต่างกันมีพฤติกรรมการใช้บริการร้านอาหารไทยในประเทศโมซัมบิกแตกต่างกัน

From Exemptions To Censorship: Religious Liberty And Victimhood In Obergefell V. Hodges, Calvin Coker

Faculty and Staff Scholarship

This article analyzes the Supreme Court decision in Obergefell v. Hodges, showing that a subset of the dissent constructed devout religious groups as victims to re-articulate power relations between the state, LGBT groups, and religious entities. This re-articulation is possible as a consequence of ambiguity in the legal concept religious liberty, which is explored in depth. That ambiguity is employed to mount an argument against the decision, moving LGBT individuals from oppressed to oppressor of religious groups. The study contextualizes this inversion against the material and symbolic conditions of both the LGBT, and devout Christian, communities in the United …

Invited Essay: Investigating Family Voices From The Margins, Lynn H. Turner, Richard West

College of Communication Faculty Research and Publications

This essay surveys articles from the Journal of Family Communicationto make the argument that our journal needs to feature more scholarship on families that heretofore have been virtually ignored or marginalized. We discuss four types of diversity to consider when exploring questions of family communication, and review three imperatives for making this argument.

Audiation And Improvisation As They Relate To Synesthesia In The Organ Music Of Olivier Messiaen, Mark Konewko

College of Communication Faculty Research and Publications

The purpose of this article is to explore the relationship between audiation, improvisation, and synesthesia in the music of Olivier Messiaen. “When I hear a score or read it, hearing it in my mind, I visualize corresponding colors which turn, shift, and combine, just as the sounds turn, shift, and combine, simultaneously” (Samuel 1986: 37). The function of audiation, synesthesia and improvisation are manifest in the creative procedure of Messiaen’s in compositions. Messiaen “audiates” in his compositions the sensation of color. Harmonic configurations that Messiaen utilizes his fashioned Modes of Limited Transposition that dictate particular harmonic colors. For Messiaen and …

Testing Links Among Uncertainty, Affect, And Attitude Toward A Health Behavior, Robert J. Griffin, Timothy K.F. Fung, Sharon Dunwoody

College of Communication Faculty Research and Publications

This study examines the conceptual linkages between individuals’ uncertainty judgments and affective reactions (worry and anger) within the context of an environmental health risk. It uses data from a longitudinal study of people’s reactions to the risks of eating contaminated fish from the Great Lakes that employed the risk information seeking and processing model and incorporates a set of variables from the full model, which includes preventive behavior. Findings support the model and indicate that worry and anger strongly influenced uncertainty judgments but worry and anger influenced attitudes toward fish avoidance and information insufficiency differently.

Literacies Of The Disaster Zone: New Media Genres And Participatory Rhetorics After The 2010 Gulf Of Mexico Oil Spill, R. J. Lambert

Open Access Theses & Dissertations

On April 20, 2010, explosions at the British Petroleum (BP) Macondo Project in the Gulf of Mexico initiated what would become the world's largest accidental release of oil into the ocean. This ecological disaster, a unique combination of natural and human causes, is one of many significant traumas over approximately the last two decades that various stakeholders have documented, participated in, and responded to largely through the expanding and increasingly ubiquitous media of the internet, computers, cell phones, and other networked communicative technologies, which both enable and constrain the variety of responses to traumatic events.

This Dissertation improves our understanding …

The Effect Of Data Marshalling On Computation Offloading Decisions, Julio Alberto Reyes Muñoz

Open Access Theses & Dissertations

Computation offloading consists in allowing resource constrained computers, such as smartphones and other mobile devices, to use the network for the remote execution of resource intensive computing tasks in powerful computers. However, deciding whether to offload or not is not a trivial problem, and it depends in several variables related to the environment conditions, the computing devices involved in the process, and the nature of the task to be remotely executed. Furthermore, it comprises the optimal solution to some questions, like how to partition the application and where to execute the tasks.

The computation offloading decision problem has been widely …

No Laughing Matter: Failures Of Satire During The 2016 Presidential Election, Jamie Noelle Smith

Honors Theses and Capstones

The 2016 presidential election was so full of unusual characters and unprecedented scandals, that media outlets, from the nightly news to late-night, had to adjust to this new normal in politics. Indeed, not even the jokesters on the handful of political satire shows on television were immune to the necessary changes that all the media had to take in covering Donald Trump. Given how many people tuned into to these shows each week, it is no surprise that the role that political satire television may have played in the election results was fodder for those giving post-election hot takes. Many …

An American Hugo Chávez? Investigating The Comparisons Between Donald Trump And Latin American Populists, Charlotte Blair Harris

Honors Theses and Capstones

Following the 2016 presidential election of populist outsider Donald Trump, several think pieces throughout the popular press conjectured a comparison between Trump and former Venezuelan president Hugo Chávez. Citing their populist rhetoric, brash and coarse sense of humor, and shared propensity for fiery tirades against the press, these articles made foreboding predictions about the status of American democracy. However, these short and sometimes anecdotally-based opinion pieces failed to acknowledge several important differences between Trump and Latin American populists like Chávez. This paper will address this gap in understanding by evaluating the comparison from an academic perspective. Through in-depth case studies …

No Habrá Rey Sin Reina: Gender Discourse In Isabel, A Contemporary Representation Of Queen Isabel I Of Castile And King Fernando Ii Of Aragon, Michelle Sabrina Peters

Open Access Theses & Dissertations

By examining the figures of the Catholic Monarchs -Isabel and Fernando- in the popular television show Isabel, this research demonstrates how the historical fiction genre tends to privilege the stories of exceptional women and the men surrounding them. Unlike other historical fiction shows where the emphasis is placed on the empowerment of a single female character, Isabel emphasizes the mutual empowerment and equitable dynamic between a woman and a man. In an era when gender roles and prejudice were particularly strict, Fernando and Isabel enter into marriage with diametrically opposed notions of gender roles. However, when they begin ruling and …

Silent Hands: A Leader’S Ability To Create Nonverbal Immediacy, Linda Talley, Samuel R. Temple

Journal of Social, Behavioral, and Health Sciences

Nonverbal immediacy is a core element of a leader’s ability to lead followers. Nevertheless, there are no empirical studies regarding a link between a leader’s hand gestures and followers’ perceptions of immediacy (attraction to someone) or nonimmediacy (distancing). Guided by Mehrabian’s theory of nonverbal behavior, this study included one independent variable segmented into seven levels (positive hand gestures defined as community hand, humility hands, and steepling hands; three defensive gestures, defined as hands in pocket, arms crossed over chest, and hands behind back; and neutral/no hand gestures) to test for immediacy or nonimmediacy. In this experimental study, participants (n …

Using Mobile Devices To Facilitate Student Questioning In A Large Undergraduate Science Class, Helen Crompton, Stephen R. Burgin, Declan G. De Paor, Kristen Gregory

Teaching & Learning Faculty Publications

Asking scientific questions is the first practice of science and engineering listed in the Next Generation Science Standards. However, getting students to ask unsolicited questions in a large class can be difficult. In this qualitative study, undergraduate students sent SMS text messages to the instructor who received them on his mobile phone and via Google Glass. Using observations, coding of texts, and interviews, the researchers investigated the types and level of questions students asked and the perceptions of the instructor and TAs on how the messages were received. From the findings of this study, it is evident that students asked …

Media In Crisis: Journalistic Norms In Natural Disaster Coverage, Lindsey Hall

Honors Theses and Capstones

Nearing the end of 2017, the United States and the Caribbean were struck with back-to-back natural disasters that left the country in shock and turmoil. Among the three hurricanes that struck sequentially, Hurricane Harvey landed in Texas approximately on August 25th, 2017 and Hurricane Maria hit the Caribbean and Puerto Rico around September 20th, 2017. These disasters were a test for the new presidential cabinet of how they would handle their first natural disaster. Hurricane Maria and Hurricane Harvey caused similar levels of destruction, with Maria being a category five storm and Harvey a category four. However, the media reacted …

Social Positioning In Social Work Practice: Stories Of Hopes And Struggles Among Racialized Minority Workers, Utamika Cummings

Theses and Dissertations (Comprehensive)

The primary purpose of this qualitative research is to understand the experiences of racialized social workers and social services workers and how social positioning plays out in their practice. What are the experiences of racialized workers in their work places? How do they position themselves in terms of their age, gender, race and professional identity in the various contexts of their practice? Do they experience self-doubt? How are they recognized or misrecognized for how they position themselves? How do they deal with these experiences? What are their stories? These were the main questions that this narrative research sought to capture …

Tweeting Strategy: Military Social Media Use As Strategic Communication, Rupinder Mangat

Theses and Dissertations (Comprehensive)

Many Western militaries now actively engage with various social media platforms. The starting point for my dissertation research was this question: how does the military use social media? Considering the Canadian Armed Forces’ use of Twitter as a case study, I collected over 14,000 tweets from four Twitter accounts of the Canadian Armed Forces (CAF), the Canadian Army, the Royal Canadian Navy, and the Royal Canadian Air Force with some tweets as old as September 2012 and the most recent tweets from December 2015. I employed Grounded Theory Method to analyze these tweets, which revealed four themes — organization, history, …

Performance Pedagogy: Utilizing Alternative Methods In The Classroom, Alexander Paez

University of the Pacific Theses and Dissertations

Teaching methods and styles at the collegiate level have not changed all that much: Professors still generally give lectures from the lectern or stand in the front of the class, while writing on the board or pointing to a slide projected on a screen. Some questions and answers can occur with the occasional group activity; however, the focus seems always to come back to the text. Students read the required textbook, listen to a lecture and take tests. There are however alternative methods that engage the students as well as the professor in the learning process. Active learning is one …

College Students’ Dual-Screening, Political Habits, And Attitudes: A Survey Analysis, Jonathan Weskey Bruce

University of the Pacific Theses and Dissertations

With the rise of technology, the way people may communicate is becoming infinitely more creative and complex. Dual-screening, or second screening, is one way in which people may now engage with live television events. Dual-screening occurs when an individual uses their phone, while watching television, in such a way that aids them in their viewing of television: this is called hybrid media. Previous research has been done that has indicated people who dual-screen typically are more politically active. According to Hybrid Media System Theory, as dual-screening rises in relevance, the political power of normal citizens increases. Therefore, this study uses …

Student Perceptions Of Instructor Humor As A Predictor Of Student Intellectual Stimulation, Academic Interest And Engagement, Tiffany Marie Freitas

University of the Pacific Theses and Dissertations

Student intellectual stimulation, interest, and engagement within the college classroom is of great importance when attempting to heighten learning, both cognitively and affectively. Although scholars have examined predictors of student interest and engagement within the classroom setting, it has yet to be examined in correlation with an instructor’s use of humor. More specifically, student intellectual stimulation is rarely studied on its own, especially in relation to an instructor’s humor orientation. This study seeks to determine if an instructors humor orientation acts a predictor of student intellectual stimulation, engagement, and interest within the college classroom setting. This study obtained data from …

Urban Scrawl: Satire As Subversion In Banksy's Graphic Discourse, Joshua Carlisle Harzman

University of the Pacific Theses and Dissertations

This thesis analyzes the ways in which Banksy’s street art installations are used to critique sociopolitical injustices. The street has long existed as a platform for social and political movements. In particular, street art offers unique opportunities for voicing criticisms in pioneering ways that have been proven successful in upsetting normative power structures. Anne Theresa Demo’s analysis on the Guerilla Girls’ comic politics of subversion offers an appropriate conceptual lens to analyze Banksy’s employment of perspectives by incongruity as strategies for subversion. Therefore, this thesis analyzes how Banksy’s subversive satire is rhetorical by examining three techniques that have successfully exposed …

Affect And Political Satire: How Political Tv Satire Implicates Internal Political Efficacy And Political Participation, Reed Ramsey

University of the Pacific Theses and Dissertations

Research has shown that political satire programs offer both important information about contemporary politics and offer very humorous, entertaining content. This study seeks to understand how these satire programs bolster both internal political efficacy and political

participation. 400 college students at two Northern California universities participated in this research. The study found that affinity for political humor can predict levels of internal political efficacy. Exposure to liberal satire was negatively correlated with affinity for political humor and political participation, and exposure to conservative satire was significantly correlated with internal political efficacy. Internal political efficacy was also positively correlated with political …

From Quiver To Quill, Veteran Transition To Higher Education, Mark Walch

University of the Pacific Theses and Dissertations

Veterans do not receive a uniform out-processing in regards to education benefits information. Despite the VA providing ample education benefits to veterans, military branches do not prepare discharging service members for the benefits earned. To discover personal experiences of veterans at University of the Pacific, critical ethnography in expository documentary film methodology was used. The results of the film showed veterans do not receive ample preparation for benefit usage. The veterans in this film also provided advice for future transitioning veterans to avoid common benefit mistakes.