Reception and Satisfaction Toward the Public Relations Media of the Office of Academic Resources, Bangkokthonburi University

Abstract

Background and Aims: At present, access to reliable information and learning resources is a crucial factor in enhancing learning development, especially in universities, which serve as centers for research and the creation of new knowledge. Libraries play an essential role as repositories that collect, organize, and provide trustworthy information resources to support learning and research in response to social and technological changes. The Office of Academic Resources, Bangkok Thonburi University, functions as both a library and an online information center, offering services to Thai and international students as well as the public. It is therefore necessary to study exposure to and satisfaction with the Office’s public relations media to analyze the most effective communication channels and formats for reaching target audiences. The findings of this study will provide guidelines for developing more efficient communication strategies that meet users’ needs and further enhance the Office’s role in supporting learning and research. The objective of this research is to: (1) study exposure to the public relations media of the Office of Academic Resources, Bangkok Thonburi University, and (2) study satisfaction with the public relations media of the Office of Academic Resources, Bangkok Thonburi University.

Methodology: The sample consisted of 400 first-year undergraduate students from 15 faculties in the first semester of the 2024 academic year, selected through purposive sampling. The research instrument was a five-point rating scale questionnaire. The data were analyzed using percentage, mean (\bar{x}), standard deviation (S.D.), t-test, and One-way ANOVA.

Results: The results revealed that the overall level of exposure to the public relations media was high (\bar{x} = 3.91). The aspect with the highest mean score was the form of content (\bar{x} = 3.98), followed by the characteristics of content (\bar{x} = 3.91) and the form of activities (\bar{x}  = 3.84). This indicates that the students were highly interested in following the information and activities of the Office of Academic Resources, particularly through online media and infographics, which were easy to understand and accessible. Overall satisfaction with the public relations media was also high (\bar{x} = 3.87), with the highest mean score in content (\bar{x}  = 3.90), followed by media format (\bar{x}  = 3.89) and communication channels (\bar{x} = 3.82). This reflects that the Office of Academic Resources has designed attractive and appropriate media and provides various communication channels such as Facebook, Line, and the university website.

Conclusion: Students with different demographic characteristics, including gender, age, faculty, domicile, and convenient service time, showed no statistically significant differences at the 0.05 level in their levels of exposure to public relations media. This indicates that the Office of Academic Resources communicates effectively and inclusively, reaching all target groups equally.