INTEGRATED CORPORATE COMMUNICATION STRATEGIES THROUGH DIGITAL MEDIA ANFIUENCING UNDERGRADUATE ADMISSION DECISIONS TO THE FACULTY OF MANAGEMENT SCIENCES, NAKHON SI THAMMARAT RAJABHAT UNIVERSITY

Abstract

The objectives of this research report are to study 1) To study the integrated organizational communication strategies through digital media that affect the decision to pursue undergraduate studies. 2) Analyze the influence of digital media on the decision to pursue a bachelor's degree and 3) Study the management approach of an integrated organizational communication strategy through digital media that affects the decision to pursue a bachelor's degree using a blended research model. The sample consisted of 5 experts, faculty members, and administrators in the group, including students in Nakhon Si Thammarat Province. In the 2024 school year, 320 students were surveyed using questionnaires and interviews to collect data and analyze them with descriptive statistics (standard mean of deviation), as well as an analysis of Pearson's correlation coefficient. It enters into multiple regressions and systematic analysis. The results of the study show that: 1) Integrated organizational communication strategies through digital media that affect the decision to pursue further studies, namely Messenger strategy, content strategy, 2) Analysis of the influence of digital media, shows that the four strategies are related to each other and can generate equations in the form of raw and standard scores, such as Y' = 0.194 + 0.711 + 0.184 + 0.455 - 0.190 Z' = 0.678X1 + 0.187X2 + 0.72X3 - 0.219X4 3) Appropriate management approaches, including the development of digital media to be in line with the target audience and keep pace with the changes of the times. Effective data collection and use, including continuous monitoring and evaluation of digital media usage.