Journal of Public Relations and Advertising

A Mediation Model of Integrated Marketing Communication Perception, Donation Awareness, and Donation Intention

2025-07-29T17:23:46+07:00

This exploratory survey study aims to examine the relationships between consumers’ perceptions of integrated marketing communication (IMC perception), donation awareness, and donation intention within the context of health-related nonprofit organizations in Thailand. The sample consisted of 172 Thai participants who had received communication from such organizations within the past year. Data were collected through an online questionnaire. The results indicated that: 1) IMC perception was positively associated with donation awareness (r = .47, p < .01), 2) donation awareness was positively associated with donation intention (r = .51, p < .01), 3) IMC perception was positively associated with donation intention (r = .41, p < .01), and 4) mediation analysis demonstrated that IMC perception exerted a direct effect on donation intention (β = .220, p < .01) as well as an indirect effect through donation awareness (β = .197, p < .001). These findings suggested that the mediation model highlights the capacity of integrated marketing communication strategies to enhance both donation awareness and donation intention, operating through both direct and indirect pathways.

The Development of Virtual International Sign Animation Communication for the Deaf Association of Thailand

2024-11-11T16:22:42+07:00

This research aimed to design 3D virtual characters by searching for identities from the Deaf Association of Thailand. It involved creating virtual international sign animation using Motion Capture technology to record international sign language movements of the hearing impaired. Additionally, facial emotions of the characters were corrected and adjusted, as facial muscle expression is considered a clearer part of sign language. The correctness of international sign language communication was inspected by international sign language experts for dissemination at the 4th International World Federation of the Deaf 2020's inauguration speech. The evaluation results of the international sign language animation disseminated at the 4th International World Federation of the Deaf 2020 were assessed by 30 participants using a 5-point Likert scale. The findings are as follows: For the appropriateness of characters' facial beauty, the mean score was ( = 4.83). For body proportions, facial features, and palm sizes suitable for international sign language, the mean score was ( = 4.70). For characters' costume design suitable for sign language communication, the mean score was ( = 4.83). For the naturalness of sign language communication, the mean score was ( = 4.50). Regarding the clarity and correctness of international sign language communication, the mean score was ( = 4.17). Finally, for the clarity of characters' facial expression in communication, the mean score was ( = 4.50).

The Influence of Psychological Factors on Customer Motivation to Adopt Mobile Live-Streaming in Marketing Operations

2024-09-23T13:23:18+07:00

he present study meticulously examines the profound impact of psychological factors—specifically the Big Five personality traits—on online customers' motivation to adopt mobile live-streaming marketing platforms. Drawing upon the established Technology Acceptance Model (TAM) and the critical dimension of Trust Theory, a robust theoretical framework was developed to investigate how Extraversion, Agreeableness, Openness, Conscientiousness, and Neuroticism differentially influence customers' perceived needs, including Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Trust (TR), and the ultimate motivation to adopt. Hypotheses were rigorously tested using SmartPLS software on a sample of highly engaged digital natives. The empirical evidence illuminates a compelling nexus: the exploratory disposition inherent in Openness and the methodical rigor of Conscientiousness are the primary psychological antecedents shaping Perceived Usefulness. Concurrently, the social vitality of Extraversion, the harmonious inclination of Agreeableness, and the receptive nature of Openness serve as the foundational pillars for the cultivation of Trust in this synchronous social commerce environment. Crucially, the findings reveal that while most variables exert significant direct effects, Perceived Ease of Use (PEOU) is rendered non-significant, a finding attributed to the sample's high digital proficiency, which necessitates a theoretical refinement of TAM in the context of advanced mobile interfaces. This study offers a nuanced, ranked model of psychological influence, significantly enhancing the theoretical understanding of synchronous social commerce adoption. Finally, practical strategies are discussed to enhance the operational performance of mobile live marketing platforms and facilitate greater customer acceptance of mobile technology.

Campaign Media Exposure to Prepare Themselves for Retirement Among Middle-Aged People in Bangkok and Surrounding Provinces

2025-05-07T18:13:27+07:00

This research has three main objectives: (1) to examine the personal factors of middle-aged individuals associated with their exposure to campaign media aimed at preparing for retirement, (2) to investigate the types of campaign media exposure related to retirement preparation methods among middle-aged individuals, and (3) to explore the relationship between campaign media exposure and retirement preparation practices among middle-aged individuals. The findings reveal that personal factors such as gender, marital status, age, educational level, income, occupation, current residence, peers or colleagues, posters, debt obligations, asset ownership, and shared housing arrangements are positively correlated with exposure to campaign media on retirement preparation. Furthermore, the types of campaign media exposure are positively related to the level of awareness regarding retirement preparation. Individuals exposed to a variety of campaign media types are more likely to effectively apply the acquired knowledge. In addition, campaign media exposure is positively associated with overall retirement readiness, which can be categorized into five dimensions: health, social readiness, economic readiness, housing and environmental conditions, and readiness in technology and innovation. The results indicate that media exposure contributes positively to retirement preparation in all dimensions. Therefore, campaigns targeting middle-aged individuals must emphasize increasing the frequency of communication across all media channels, both offline and online. The content should continuously highlight health, economic, housing and environmental, and technological preparedness to raise awareness of the importance of comprehensive retirement readiness among middle-aged individuals.

A Study on Staff Exposure and Satisfaction Towards Internal Organizational Communication Channels in a Higher Education Institution

2023-11-20T11:53:47+07:00

This research aims to study the staff exposure and satisfaction towards internal organizational communication channels in a higher education institution. The study population consisted of 1,478 staff members at the Faculty of Dentistry, Mahidol University. A total of 435 completed questionnaires were collected using convenience sampling.

The research tools were rating scale and open-ended questions. Data were analyzed using percentage and mean. The results showed that 435 respondents completed the questionnaire, with 306 of them being female (70.3%). Most respondents were supporting staff (330 people, 75.9%). The communication channel from which most staff members received internal communication was Line (Dent MU).

For communication satisfaction, the most satisfying medium was the promotional poster in the elevator. Regarding staff opinions, the most agreed-upon aspect was that the content of the communication was correct. This indicates that the most effective internal organizational channel in the faculty is the Line application, as it is used by staff as part of their daily routines. Printed media, especially posters in elevators, also remain effective and accessible in public areas. To improve Line communication efficiency, it is suggested to update the member list in each Line group regularly. In addition, promotional posters in elevators could be improved by converting them into digital signage screens that display rotating and updated information. In addition, the communication content should focus on accuracy to maintain credibility.