A MODEL OF DHARMA PRINCIPLE COMMUNICATION BY INTEGRATED MARKETING COMMUNICATION THAT AFFECTING HAPPINESS OF BUDDHISTS
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Published:
Nov 27, 2019
Keywords:
Integrated Marketing Communication Market Orientation Brand Orientation Technology Acceptance The Happiness Of Buddhist
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Abstract
This research has objectives 1) to study the factors of dharma principle communication by integrated marketing communication that affects the happiness of Buddhists. 2) to study the components of dharma principle communication by integrated marketing communication that affects the happiness of Buddhists. And 3) to test the model’s consistency of dharma principle communication by integrated marketing communication that affects the happiness of Buddhists. A mixed method, quantitative and qualitative research. Data collection by questionnaires and in-depth interviews. the population was 5.27 million Buddhists in Bangkok and sample sizes were 400 Buddhists in Bangkok. Sampling by specific methods, the respondents were Buddhists aged 20 years and over and living in Bangkok. The key informants in the in-depth interviews consisted of 6 experts in dharma and communication, 3 monks and 3 Buddhists. Data were analyzed by using the structural equation model.
The research found that:
- The factors of dharma principle communication by integrated marketing communication that affects the happiness of Buddhists. It is found that dharma principle communication by integrated marketing communication affects the happiness of Buddhists with the BE value of 0.77 and the factor that most affects the integrated marketing communication is the market orientation with the GA value of 0.64, followed by the technology acceptance has the GA value of 0.23 and the brand orientation has the GA value of 0.18 with a squared multiple correlations (R2) of the happiness of Buddhists at 0.59, or all factors conjoint explain the variance of the happiness of the Buddhists at 59 percent and was a significant positive influence at the level of 0.01.
- 2. The components of dharma principle communication by integrated marketing communication that affects the happiness of Buddhists. It is found that1)Integrated marketing communication consists of 4 components. The highest of standardized regression weight was database-centered communication with the LY value of 0.96, followed by relationship fostering communication with the LY value of 0.90, followed by differentiated communication with the LY value of 0.86 and unified communication with the LY value of 0.82 in descending order 2.2) happiness of Buddhists consists of 2 components. The highest of standardized regression weight was objective happiness or happiness from external factors with the LY value of 0.84 and subjective happiness or happiness from the internal factors with the LY value of 0.81 in descending order. 2.3) market orientation consists of 3 components. The highest of standardized regression weight was inter-functional coordination with the LX value of 0.93, followed by competitor orientation with the LX value of 0.91 and customer orientation with the LX value of 0.90 in descending order. 2.4) brand orientation consists of 3 components. The highest standardized regression weight was brand strategy with the LX value of 0.93, followed by brand identity with the LX value of 0.89 and brand equity with the LX value of 0.88 in descending order, and 2.5) technology acceptance consists of 2 components. The highest standardized regression weight was perceived ease of use with the LX value of 0.91 and perceived usefulness with the LX value of 0.86 in descending order.
- The model’s consistency of dharma principle communication by integrated marketing communication that affects the happiness of Buddhists. It is found that the model is consistent with the empirical data, with the values of 6 goodness of fit indexes that acceptable, that is x2/ df = 1.474, CFI = 1.00, GFI = 0.99, AGFI= 0.95, RMSEA = 0.034 and SRMR = 0.015.
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How to Cite
เดือยพิมพ์ พ., & อู่อ้น ว. (2019). A MODEL OF DHARMA PRINCIPLE COMMUNICATION BY INTEGRATED MARKETING COMMUNICATION THAT AFFECTING HAPPINESS OF BUDDHISTS. Journal of MCU Nakhondhat, 6(9), 4311–4331. Retrieved from https://so03.tci-thaijo.org/index.php/JMND/article/view/223464
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Research Articles
References
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Miles D. (2014). Social Media and Consumer Behavior: A Marketing Study On Using Structural Equation Modeling for Measuring the Social Media Influence On Consumer Behavior. Journal of Marketing Perspectives, 9(3), 43‐74.
Nora Hänninen & Heikki Karjaluoto. (2017). The effect of marketing communication on business relationship loyalty. Marketing Intelligence & Planning, 35(4), 458-472.
O'Neil J. (2009). Linking Public Relations Tactics to Long-Term Success: An Investigation of How Communications Contribute to Trust Satisfaction and Commitment in a Nonprofit Organization. Journal of Promotion Management, 14(3-4), 263-274.
Schmidt H. J. & Baumgarth C. (2015). Brand Orientation: A Case Study Approach within the Context of Social Entrepreneurial Businesses. Procedia - Social and Behavioral Sciences, 175(1), 24-31.
Stead B. A. (1972). Berlo's Communication Process Model as Applied to the Behavioral Theories of Maslow Herzberg and McGregor. Academy of Management Journal, 15(3), 389-394.
Urde M. (1994). Brand Orientation - A Strategy for Survival. Journal of Consumer Marketing, 11(3), 18-32.
Urde Mats Carsten Baumgarth & Bill Merrilees. (2013). Brand Orientation and Market Orientation. Journal of Business Research, 66(1), 13-20.
Vichit Uon. (2011). Research and Information Search for Business. Bangkok: Sripatum University.
Xinming H. D. B. K. & Igor F. (2018). Market orientation and export performance: the moderation of channel and institutional distance. International Marketing Review, 35(2), 258-279.
Zhang L. Nyheim P. & S. Mattila A. (2014). The effect of power and gender on technology acceptance. Journal of Hospitality and Tourism Technology, 5(3), 299-314.
พูลพงศ์ สุขสว่าง. (2558). หลักการวิเคราะห์โมเดลสมการโครงสร้าง. วารสารมหาวิทยาลัยนราธิวาสราชนครินทร์, 6(2),136-145.
มูลนิธิศึกษาและเผยแพร่พระพุทธศาสนา. (2557). จตุปัจจัยและปัจจัย. เรียกใช้เมื่อ 16 มิถุนายน 2561 จาก http://dhamma.serichon.us
ลัดดาวัลย์ เพชรโรจน์ และอัจฉรา ชานิประศาสน์. (2547). ระเบียบวิธีการวิจัย. กรุงเทพมหานคร: พิมพ์ดีการพิมพ์.
สมเด็จพระญาณสังวร สมเด็จพระสังฆราช สกลมหาสังฆปริณายก. (2556). ความสุขหาได้ไม่ยาก. กรุงเทพมหานคร: โรงพิมพ์สุรวัฒน์.
สำนักงานสถิติแห่งชาติ. (2561). รายงานสถิติประชาชนชาวไทยที่นับถือศาสนาพุทธ. 2561, มิถุนายน, 16: http://service.nso.go.th/nso/nsopublish/themes/files/soc-culPocket.pdf.
สุภมาส อังศุโชติ และคณะ. (2554). สถิติวิเคราะห์สำหรับการวิจัยทางสังคมศาสตร์และพฤติกรรมศาสตร์: เทคนิคการใช้โปรแกรม LISREL . (พิมพ์ครั้งที่ 3). กรุงเทพมหานคร: เจริญดีมั่นคงการพิมพ์.
Barhoumi C. (2016). User acceptance of the e-information service as information resource: A new extension of the technology acceptance model. New Library World, 117(9/10), 626-643.
Bentler P. M. (1990). Comparative fit indexes in structural models. psychological bulletin journal, 107(2), 238-246.
Berlo D. K. (1977). Communication as Process: Review and Commentary. Annals of the International Communication Association, 1(1), 11-27.
Bhante Vimalarasi. (2015). A Guide to Tranquil Wisdom Insight Meditation. Bangkok: Dhamma Sukha Publishing.
Bilal Naeem Muhammad Bilal & Uzma Naz. (2013). Integrated Marketing Communication: A Review Paper. Journal of contemporary research in business, 5(5),124-133.
Cadet F. T. & Carroll R. (2019). Nonprofit Organization Communication: Risky Business. Review of Business, 39(1), 1-14.
Casidy R. (2014). Linking Brand Orientation with Service Quality, Satisfaction and Positive Word-of-Mouth: Evidence from the Higher Education Sector. Journal of Nonprofit & Public Sector Marketing, 26(2), 142-161.
Davis F. D. (1989). Perceived usefulness perceived ease of use and user acceptance of information technology. MIS Quarterly, 13(3), 319-339.
Jakada B. A. & Gambo K. K M. (2014). A Conceptual Analysis of Market Orientation Philosophy in the Hospitality Industry of Nigeria. Journal of Marketing & Management, 5(1), 50-65.
Labib Eid N. & Robert Sabella, A. (2014). A fresh approach to corporate social responsibility (CSR): partnerships between businesses and non-profit sectors. Corporate Governance: The international journal of business in society, 14(3), 352-362.
Lee D. H. & Park C. W. (2007). Conceptualization and measurement of multidimensionality of integrated marketing communications. Journal of Advertising Research, 47(3), 222-235.
MacMillan K. Money, K. Money, A. & Downing S. (2005). Relationship marketing in the not-for-profit sector: an extension and application of the commitment–trust theory. Journal of Business Research, 58(6), 806-818.
Miles D. (2014). Social Media and Consumer Behavior: A Marketing Study On Using Structural Equation Modeling for Measuring the Social Media Influence On Consumer Behavior. Journal of Marketing Perspectives, 9(3), 43‐74.
Nora Hänninen & Heikki Karjaluoto. (2017). The effect of marketing communication on business relationship loyalty. Marketing Intelligence & Planning, 35(4), 458-472.
O'Neil J. (2009). Linking Public Relations Tactics to Long-Term Success: An Investigation of How Communications Contribute to Trust Satisfaction and Commitment in a Nonprofit Organization. Journal of Promotion Management, 14(3-4), 263-274.
Schmidt H. J. & Baumgarth C. (2015). Brand Orientation: A Case Study Approach within the Context of Social Entrepreneurial Businesses. Procedia - Social and Behavioral Sciences, 175(1), 24-31.
Stead B. A. (1972). Berlo's Communication Process Model as Applied to the Behavioral Theories of Maslow Herzberg and McGregor. Academy of Management Journal, 15(3), 389-394.
Urde M. (1994). Brand Orientation - A Strategy for Survival. Journal of Consumer Marketing, 11(3), 18-32.
Urde Mats Carsten Baumgarth & Bill Merrilees. (2013). Brand Orientation and Market Orientation. Journal of Business Research, 66(1), 13-20.
Vichit Uon. (2011). Research and Information Search for Business. Bangkok: Sripatum University.
Xinming H. D. B. K. & Igor F. (2018). Market orientation and export performance: the moderation of channel and institutional distance. International Marketing Review, 35(2), 258-279.
Zhang L. Nyheim P. & S. Mattila A. (2014). The effect of power and gender on technology acceptance. Journal of Hospitality and Tourism Technology, 5(3), 299-314.