Communication Commons^™

การสื่อสารการตลาดเชิงความสัมพันธ์ของรายการเล่าเรื่องราวสยองขวัญ, กฤษฎา ทองมี

Chulalongkorn University Theses and Dissertations (Chula ETD)

การวิจัยเชิงปริมาณเรื่อง การสื่อสารการตลาดเชิงความสัมพันธ์ของรายการเล่าเรื่องราวสยองขวัญ มีวัตถุประสงค์เพื่อสำรวจความคิดเห็นต่อการสื่อสารการตลาดเชิงความสัมพันธ์ (Relationship Marketing Communication) และพฤติกรรมการติดตามและการมีส่วนร่วมของผู้รับฟัง รวมถึงศึกษาความสัมพันธ์ระหว่างปัจจัยเหล่านี้กับลักษณะทางประชากร โดยใช้วิธีวิจัยเชิงสำรวจจากกลุ่มตัวอย่างผู้ติดตามรายการอายุ 18 ปีขึ้นไปจำนวน 400 คน ผลการวิจัยพบว่า ผู้ติดตามรับฟังมีความคิดเห็นต่อการสื่อสารการตลาดเชิงความสัมพันธ์โดยรวมอยู่ในระดับปานกลาง (ค่าเฉลี่ย=3.36) โดยเฉพาะอย่างยิ่งในด้าน ความเชื่อใจ (Trust) ได้รับความคิดเห็นในระดับมากสูงสุด (ค่าเฉลี่ย =3.56) ในขณะที่ระดับพฤติกรรมการติดตามและการมีส่วนร่วมโดยรวมกลับอยู่ในระดับน้อย (ค่าเฉลี่ย = 2.45) ซึ่งสะท้อนให้เห็นว่าแม้พฤติกรรมการมีส่วนร่วมทั่วไป (การคอมเมนต์ แชร์) จะอยู่ในระดับปานกลาง แต่พฤติกรรมการเข้าร่วมกิจกรรมเชิงการตลาดที่มีค่าใช้จ่ายกลับอยู่ในระดับน้อยมาก จากการทดสอบสมมติฐานพบว่า ความคิดเห็นต่อการสื่อสารการตลาดเชิงความสัมพันธ์มีความสัมพันธ์สูงกับพฤติกรรมการติดตามและการมีส่วนร่วม แต่เป็นเพียงความสัมพันธ์ในระดับน้อย (ค่าสัมประสิทธิ์สหสัมพันธ์ =0.167) นอกจากนี้ ลักษณะทางประชากรยังมีความแตกต่างอย่างมีนัยสำคัญ โดยกลุ่มผู้ติดตามที่มีอายุแตกต่างกัน มีความคิดเห็นต่อการสื่อสารการตลาดเชิงความสัมพันธ์แตกต่างกัน และผู้ที่มีอาชีพ (ข้าราชการ รัฐวิสาหกิจ) และรายได้ต่อเดือน (10,001–30,000 บาท) แตกต่างกัน มีพฤติกรรมการติดตามและการมีส่วนร่วมแตกต่างกัน ข้อค้นพบนี้ชี้ให้เห็นว่า ผู้ติดตามมีความเชื่อมั่นในเนื้อหาและการสื่อสารของรายการในระดับสูง แต่ความสัมพันธ์ดังกล่าวมีความอ่อนแอในการเปลี่ยนไปสู่การมีส่วนร่วมเชิงธุรกิจที่ต้องใช้ต้นทุน ซึ่งเป็นสิ่งที่รายการควรพิจารณาเพื่อเพิ่มแรงจูงใจในการเข้าร่วมกิจกรรมที่มีค่าใช้จ่ายในอนาคต

บทบาทของการสื่อสารในการเผยแพร่ซีรีส์วายในฐานะซอฟต์พาวเวอร์ผ่านข่าวออนไลน์และการสนทนาออนไลน์, ชนนิกานต์ พันธกานกุล

Chulalongkorn University Theses and Dissertations (Chula ETD)

งานวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาบทบาทของการสื่อสารในการเผยแพร่ข้อมูลเกี่ยวกับซีรีส์วายในฐานะซอฟต์พาวเวอร์ ผ่านข่าวสารออนไลน์และการสนทนาออนไลน์ของกลุ่มแฟน งานวิจัยใช้วิธีวิจัยแบบผสมผสาน (Mixed Method) ตามรูปแบบ Convergent Design โดยเก็บข้อมูลข่าวจำนวน 966 บทความจาก 15 แพลตฟอร์มข่าวออนไลน์ ระหว่างปี พ.ศ. 2563 ถึงเดือนกันยายน พ.ศ. 2568 และเก็บข้อมูลจาก Pantip, Reddit, X และ Facebook พร้อมใช้วิธีการทางวิทยาการคอมพิวเตอร์เชิงสังคมศาสตร์ในการวิเคราะห์ผล ผลการวิจัยพบว่าแพลตฟอร์มข่าวออนไลน์มักนำเสนอซีรีส์วายไทยในรูปแบบข่าวทั่วไปและข่าวประชาสัมพันธ์อย่างต่อเนื่อง อย่างไรก็ตาม สัดส่วนของข่าวที่เชื่อมโยงซีรีส์วายกับเศรษฐกิจสร้างสรรค์ ซอฟต์พาวเวอร์ และภาพลักษณ์ประเทศมีแนวโน้มเพิ่มขึ้น ซึ่งสะท้อนบทบาทของสื่อกระแสหลักในการขับเคลื่อนซอฟต์พาวเวอร์แบบบนลงล่าง (Top-down) ในขณะเดียวกัน กลุ่มแฟนคลับมีบทบาทสำคัญในการขับเคลื่อนซอฟต์พาวเวอร์แบบล่างขึ้นบน (Bottom-up) ผ่านการพูดคุยเกี่ยวกับนักแสดง บทวิจารณ์ โปรเจกต์ของแฟน ๆ การท่องเที่ยวตามรอย รวมถึงการแปลและอธิบายวัฒนธรรมไทยเป็นภาษาต่าง ๆ ทำให้แฟนคลับทำหน้าที่เป็นทั้งผู้บริโภค ผู้สนับสนุนเศรษฐกิจ และผู้ร่วมผลิตเนื้อหาทางวัฒนธรรมในเวลาเดียวกัน ซึ่งสามารถเชื่อมโยงซีรีส์วายกับการท่องเที่ยว การบริโภคสินค้าไทย และภาพลักษณ์เชิงบวกของประเทศ ข้อค้นพบทั้งหมดนำไปสู่ข้อสรุปว่า ซีรีส์วายไทยมีศักยภาพในฐานะซอฟต์พาวเวอร์ที่เชื่อมโยงกับเศรษฐกิจสร้างสรรค์ อย่างไรก็ตาม การบูรณาการเชิงนโยบายและโครงสร้างสนับสนุนจากภาครัฐยังมีข้อจำกัด และจากการสื่อสารของทั้งสองสื่อดังกล่าวชี้ให้เห็นว่าประเทศไทยยังขาดการพัฒนากลวิธีการสื่อสารและการพูดถึงยุทธศาสตร์การสื่อสารอย่างเป็นระบบ

The Perceived Brand Identity, Value, And Expectations Of Philippine Tourism Among Filipino And International Travelers, Ram Cartney Del Rosario Cortez

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study examines the perceived brand identity, perceived value, and overall expectations of Philippines tourism among two key segments—domestic (Filipino) and international (non-Filipino) travelers. The research employed a total of twenty (20) in-depth interviews with 10 participants each for the two segments, and data were analyzed through thematic analysis. Customer-Based Brand Equity Model, Price-Perceived Quality-Value Framework, and Model of Destination Image Formation were the focused theories employed. Findings show a shared core image of the Philippines as a nature-led tropical destination anchored in warm Filipino hospitality for both groups. However, these positive associations are met with conditional expectations—domestic travelers heavily …

The Influence Of Consumption Values On Purchase Intention For Sustainable Fashion Products, Ruochen Liao

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study investigates five consumption values, namely functional, social, emotional, epistemic, and ethical value, along with attitude toward buying sustainable fashion products, subjective norms, perceived behavioral control, and purchase intention. It further examines how consumption values shape attitude toward buying sustainable fashion products, subjective norms, and perceived behavioral control, and how these three constructs subsequently influence purchase intention. Data were collected via online survey from 269 Chinese respondents aged between 18 to 44 years old who had purchased at least one sustainable fashion product within the last six months. Overall, respondents showed positive evaluations of sustainable fashion, reporting high consumption …

Social Media Acceptance Among Myanmar Migrants In Thailand, Thet Myat Noe Thu

Chulalongkorn University Theses and Dissertations (Chula ETD)

The objectives of this research are to examine the acceptance of social media, Facebook in particular, among Myanmar migrant workers in Thailand by applying the Technology Acceptance Model (TAM). Specifically, the study investigates five key variables, namely perceived usefulness (PU), perceived ease of use (PE), attitude toward usage (ATU), trustworthiness (TW), and intention to continue using (INT), and their interrelationships. Data were collected through a self-administered online and personal survey from 236 Myanmar migrants aged between 20 to 45 years old, who have been residing in Thailand for at least one year and actively using Facebook for a minimum of …

Chinese Audiences' Perceptions And Responses To Crisis Communication In Thai Romantic Drama Series, Xiaoyun Ying

Chulalongkorn University Theses and Dissertations (Chula ETD)

The study was to explore Chinese audiences’ perceptions, attitudes, and behavioral intentions toward crisis response strategies in Thai Boys’ Love (BL) romantic drama series. A quantitative approach was employed using an online survey with 200 respondents who are Chinese, living outside mainland China, aged 18-45, and have watched Thai BL series at least once in the last three months. The results indicated that the overall level of respondents’ perceptions is moderate (M = 4.23) toward crisis response strategies. Additionally, the level of respondents’ perceptions is moderate to high to trust the organization and view the information as credible and transparent …

Healing Communities With Police Divestment: Seeking Abolition Through Transformative Reform And Community-Government Collaboration, Jessica E. Gillson

Undergraduate Honors Theses

Concerns about the efficacy and sustainability of the U.S. carceral system have persisted throughout the country’s history, recently fueling renewed activism and bipartisan calls for reform. However, proposed solutions remain divisive. This thesis first defines the current status of our prison systems, then explores collaborative alternatives to incarceration and policing that support communities and break cycles of incarceration.

Focusing on partnerships among local governments, community organizations, justice-involved individuals, and law enforcement, this study examines holistic approaches to crime prevention, reentry, and reintegration. Using an interdisciplinary framework incorporating restorative justice, community resilience, and systems theory, it investigates how community-based strategies can …

Post Opera, Suzy Lykins

Theses and Dissertations

Post Opera is a spell and work of embodied research which explores medicalization, desire, labor, and belief. Through methods of performance, sound, text and installation, I facilitate encounters of trans-femininity, spiritual power and connectivity. An opening wound, a set of psychic scalpels, sutures and bandages prepare this text for your consumption, take care to digest her well.

Contents, Discovery Editors

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 26 2025, Several Authors

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

No abstract provided.

Letter From The Dean, Jeff Edwards

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

No abstract provided.

I Am Not A Dictator; I Am A Defender: The Rhetoric Of Coup D’État In Francophone Africa, Isaac Asare Kwakye

Theses and Dissertations

This study examines the rhetorical strategies used by coup leaders in Francophone Africa to authorize their actions and garner public support. Focusing on recent military takeovers in Mali, Burkina Faso, and Niger since 2020, I investigate how coup leaders construct narratives of legitimacy within the context of contemporary geopolitical dynamics. I utilize Critical Discourse Analysis (CDA) to analyze speeches by three key coup leaders: Colonel Assimi Goïta, Captain Ibrahim Traoré, and General Abdourahamane Tchiani. My analysis reveals four interconnected rhetorical frameworks: framing interventions as emergency measures, cultivating savior personas, weaponizing anti-colonial grievances, and deploying anti-corruption narratives. A comparative analysis of …

Game Or No Game: Navigating Office Politics And Female Leaders Success Through The ‘Labyrinth’ Metaphor Lens, Clementina Edema

Theses and Dissertations

The examination of women and leadership has always focused on power dynamics, biases, and identity inside organizations, particularly with the challenges women encounter in the workplace. This study presents the concept of office politics as it pertains to women’s career advancement and its impact on female leaders in the workplace. The objective of the study is to examine how women in organizations navigate office politics, dealing with it as a barrier to career progression. The labyrinth metaphor proposed by Eagly and Carli (2007) served as the conceptual framework to illustrate the challenges women encounter in organizations while pursuing leadership roles. …

Averting "Death By Powerpoint", Nora Xinyi Cai

ENGS 15.11: Design and Education

This lesson empowers students to design presentation slides that effectively communicate their ideas to unfamiliar audiences. The lesson emphasizes the key guiding principle for slide design, one message per slide, along with four steps to implement it. Students will develop the vocabulary to assess the quality of others' presentation slides and apply these four steps in creating their own. The lesson seeks to cultivate a dynamic, collaborative, and creative learning environment by design.

Between Worlds, Between Selves: Comparative Self-Presentation Under Social Expectation Uncertainty Among U.S. Students And Vietnamese International Students, Thu Dang

Communication Theses - Archive

In an increasingly globalized professional environment, this study examines differences in uncertainty about social expectations, social comparison, and inauthentic self-presentation between U.S. students and Vietnamese international students on LinkedIn. Grounded in cultural dimensions and social comparison frameworks, the research investigates (1) differences in uncertainty, social comparison, and inauthentic self-presentation between the two groups, (2) the predictive roles of uncertainty and social comparison on inauthentic self-presentation, and (3) the moderating effects of country and self-construal levels on these relationships.

Survey data were collected from Vietnamese international students (n = 163) and U.S. students (n = 160). The findings revealed …

Voices From The Field: A Q Methodology Study In Postsecondary Cte Faculty Retention, Brandon Hensley, James E. Bartlett, Michelle Bartlett

Educational Leadership & Workforce Development Faculty Publications

The postsecondary career and technical education (CTE) faculty shortages intensify challenges in recruiting and retaining qualified faculty. This study examines the viewpoints of faculty regarding workplace experiences and values concerning retention using Q methodology. Grounded in Herzberg’s Two-Factor Theory and Job Embeddedness Theory, the research identifies viewpoints toward remaining in the profession. A Q-set of 64 statements was developed through an academic literature review, contemporary publications, social media, and expert input. Thirty-four CTE faculty from multiple institutions sorted the statements on −7 to +7 forced distribution under the condition of “statements that influence their desire to stay in their roles”. …

#Mmiw On Instagram: Contemporary Representations Of Missing Indigenous Women, Girls, And Two-Spirit People​, Sydney E. Cathcart, Renu Pariyadath

University of South Carolina Upstate Student Research Journal

This research paper overlooks the disproportionate number of missing persons and violence towards Indigenous groups, particularly women. Communication research has pointed to mass media lacking coverage on missing or murdered cases of Indigenous people, contributing to invisibility of the issue and lack of attention to the problem. Individual efforts to increase sources of information have been utilized in social media to make up for where mass media lacks. Social media creators who look to raise awareness, mobilize grassroot actions, and expand community ties. Content analysis was used to analyze content in Instagram under hashtags relevant to #MMIW–Missing and Murdered Indigenous …

Collegiate Athlete Branding And Name, Image, And Likeness On Instagram, Carson Shaw, Renu Pariyadath

University of South Carolina Upstate Student Research Journal

This study explores how collegiate athletes use Instagram to build their personal brands and maximize their Name, Image, and Likeness (NIL) potential in the era of digital self-promotion. Since the 2021 Supreme Court ruling allowing college athletes to profit from NIL, social media has become a key platform for visibility, engagement, and financial opportunity. Guided by Erving Goffman’s Self-Presentation Theory, this research employs a qualitative content analysis of 80 Instagram posts from eight collegiate athletes—four high-profile and four low-profile—representing diverse sports, genders, and institutions. Sixteen content themes drawn from prior research were analyzed, including personal life, business life, athletic performance, …

Boosting Three Dog Bakery’S Social Media Presence Through Short-Form Vertical Videos, Mary Litz

Theses and Dissertations

This professional project explores how consistent, short-form vertical video content can enhance the social media performance of Three Dog Bakery, a boutique pet store in Columbus, Georgia. As the bakery’s social media manager, I implemented a one-month video campaign using storytelling-based, behind-the-scenes videos featuring the owner and the baking process. Drawing on transformational message strategy and best practices in social media marketing, the campaign aimed to increase reach, views, engagement, and viewer retention on Instagram.

Throughout the campaign, six videos were posted and various strategies were tested, including optimal posting times, video lengths, and hooks. Results showed a 45.4% increase …

Understanding Women’S Attitudes Toward Midwifery Practices For Maternal Care In Middle Georgia, Kristen M. Simpson

Theses and Dissertations

Compared to other high-income countries, women in the United States are more likely to die from problems related to pregnancy and childbirth. In Georgia, maternal mortality is particularly acute. Midwifery models of maternal care have been shown to produce positive pregnancy and childbirth outcomes for patients, but these services are underutilized in Georgia. This study sought to identify women’s attitudes toward midwifery, what contributed to those attitudes, and what influenced women in Middle Georgia to seek midwifery services using a qualitative, Grounded Theory approach. Three participants who self-identified as having used a midwife before were interviewed using a semi-structured protocol. …

“Money Is Just A Tool, Not The Goal”: Examining Messages That Parents Tell Their Children About Money, Hannah Delorto

Theses and Dissertations

Parental communication plays a crucial role in a young person's development of financial knowledge and behaviors, such as budgeting, saving, investing, retirement preparation, consumer skills, and avoiding excessive debt. This research focuses on emerging young adults aged 18-25, who are a vulnerable group of spenders. Participants shared memorable messages they received about money and rated the messages for positive or negative affect. Then, they answered questions measuring their financial literacy, perceived financial wellbeing, attitude about the importance of money. Four major themes were represented in the data of memorable messages: daily habits, long-term goals, family finances, and the meaning of …

Featured Faculty Mentor/Student Team, Kelly Loftin, Eva Berryhill

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

No abstract provided.

Instructions For Authors, Discovery Editors

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

No abstract provided.

Coastal Perspectives: An Analysis Of Resident And Visitor Attitudes And Motivations Of Coastal Resilience Measures In Rhode Island, Jamie-Lynn Ward

Open Access Master's Theses

Anthropogenic impacts of climate change negatively affect the geographic structure, economic stability, and environmental conservation of coastal communities at exhaustive rates. Coastal resiliency planning and frameworks have been widely credited and criticized for their ability to mitigate climate risks in vulnerable communities. Yet, the rapid impacts of climate on communities' socioeconomic and environmental sectors have led to outcries from researchers and users for integrated and holistic coastal resilience approaches. Approaches highlighting stakeholders’ views of risks, coastal resilience measures, and place values to form localized adaptation and politically supported management strategies directly involving and benefiting communities. This mixed-method study was designed …

Through Their Eyes: Investigating The Broad Autism Phenotype In Parents An Exploration In Eye Tracking During A Phonemic Restoration Paradigm In Conjunction With Social Communication Measures, Elena Esposito

Open Access Master's Theses

The Broad Autism Phenotype (BAP) refers to traits that resemble those seen in autism spectrum disorder (ASD). The BAP traits are more common in first-degree relatives of individuals with ASD which suggests a potential genetic contribution to the disorder. Understanding how these traits manifest in communication remains limited. Previous research has shown differences in eye gaze patterns between children with ASD and neurotypical children. This study explored whether similar patterns exist in parents of children with autism (pASD) during a phonemic restoration task. The Social Responsiveness Scale (SRS-2) and Broad Autism Phenotype Questionnaire (BAPQ) were also used in this study …

Navigating Online Perceptions Of Offshore Wind On Social Media: Facebook Discussions On Recent Whale Strandings, Giselle Hausmann

Open Access Master's Theses

The Biden-Harris administration implemented a goal to achieve 30 GW of offshore wind energy by 2030 (US Department of Interior, 2021). The rapid increase in offshore wind activity on the East Coast, combined with NOAA’s declared unusual mortality event in 2016/2017, has sparked a discussion about offshore wind being a potential cause of whale deaths. This paper aims to analyze the discourse on offshore wind and whales through a content analysis of Facebook comments. Facebook pages from Massachusetts (The New England Aquarium), Rhode Island (Rhode Island DEM), New York (The Atlantic Marine Conservation Society), New Jersey (Marine Mammal Stranding Center), …

International School Leaders’ Lived Experiences Of Crises And Perceptions Of Trust, Shary L. Marshall

Theses and Dissertations--Educational Leadership Studies

International school leaders worldwide have navigated their schools through a variety of crises. Their unique lived experiences offer insights into the role of trust in leadership, particularly during times of crisis.

This qualitative study employed a phenomenological approach to explore the lived experiences of 12 experienced international school leaders. Data was collected through semi-structured interviews. Using the theoretical lenses of authentic leadership, sensemaking, loose coupling, and crisis leadership, this study illuminates the central role of trust in leading schools through crises.

Three significant themes emerged from the analysis. First, trust is foundational to leadership and is built through intentional, transparent …

Teaching Peers To Increase Their Use Of Responsive Interaction Strategies With Children Who Use Aac, Andrea Weidman

Theses and Dissertations--Education Sciences

Students enrolled in peer mentoring programs require guidance in understanding how to effectively and appropriately communicate and support students who communicate using augmentative and alternative communication (AAC) devices. This project evaluated the effectiveness of a peer training protocol on the count of observed responsive interaction strategies used by middle schoolers in an inclusive classroom setting. These strategies increase confidence in communication partners and aide in development of meaningful relationships between students with diverse communication needs.

To Encounter The Other? How Journalists Make Catholic Faith-Based Organizations In Mexico And Russia (In)Visible, Xochiquetzal Luna Morales

Theses and Dissertations (Comprehensive)

Catholic Faith-Based Organizations (CFBOs) in Mexico and Russia are unique entities of study and comparison to understand the power dynamics between majority/minority institutional religions and their media representation. Although both countries recognize their religious diversity, Catholicism is still the major religion in Mexico, not only because of its large number of adherents but also its significant cultural and political capital. In contrast, in Russia, Catholicism is considered a minority religion and is often viewed as foreign to Russian values and traditions. These conditions influence how CFBOs have been featured in the news media in both countries. However, no single factors …

Exploring The Shadows: How Taylor Swift's Music Embodies Dark Sound As A Popular Music Artist, Kristyn E. Cole

Theses and Dissertations (Comprehensive)

To challenge the conceptual matter of “dark sound”, this major research paper centers around the popular music artist, Taylor Swift to demonstrate an overarching feminist wisdom in an alternative style of music to identify how Taylor Swift presents and embodies qualities of “dark sound”. Research done by D. Ferrett, Theodor Adorno, Roland Barthes and Paul C. Jasen are used to examine her popular music, and its intersections and influence on our culture and society. Using multimodal critical discourse analysis, this research paper discusses three of Swift’s songs; “willow” (evermore, 2020) for her sound, All Too Well: The Short …