Journal of Public Relations and Advertising

Confirmatory Factor Analysis for Media Literacy about Financial Literacy that Affects Savings of Working Age Group in Chanthaburi Province

Paradee Phuengsamran — 2024-12-27

This research aimed to analyze confirmatory factors for media literacy about financial literacy that affects savings of working age group in Chanthaburi province. This quantitative research collected data with 420 sets of questionnaires from working group population within age range of 15-59 years in Chanthaburi province, according to criteria concerning number of variable conditions that determine size of sample group. The research model was well consistent with empirical data in good level, with Chi-Square index of 991.996, p-value of 0.00, Chi-square/df of 1.60, GFI of 0.90, RMSEA of 0.03, NFI of 0.95, and CFI of 0.98. In confirmatory factor analysis for media literacy about financial literacy that affects savings of working age group in Chanthaburi province, related factors like media literacy and financial and saving literacy were analyzed. It was found that each factor contained sub-factors with factor loading between 0.76 -0.98, which passed the evaluation criteria. The top three factors with the most factor loading included media understanding (factor loading of 0.98), followed by expense budgeting and investment (equal factor loading of 0.97), and utilization of media (factor loading of 0.96), respectively.

Creative Community Projects: A Case Study of “Sala Ya Chai” and the Application of Public Art Principles in Driving Community Engagement in the Context of the COVID-19 Pandemic.

Pawinee Boonserm — 2024-12-27

This research aims to study the creative process of community-based theater production, "Sala Ya Chai," in line with public arts guidelines during the COVID-19 pandemic. The research is conducted using a combination of Participation Action Research: PAR methods, integrated with a creative research approach, to produce community-based theater performances. Ecological aesthetics, collaborative creativity, Folk performing arts adaptation and devised performance were combined with social issues as guiding principles for creative work. Results were that the key to creating community-based theater was active community participation in designing and developing creative performances by exchanging knowledge between artists and academics. These new theater productions raised social awareness through communication and active involvement in the creative process. For successful creation, artists must possess in-depth knowledge and understanding of the subject matter and forms of expression used in performance. This community-based theater creation led to methodological suggestions and alternative options for creating traditional performing arts suitable for the public.

Developing Public Relations Media for Community-Based Tourism via Participatory Communication of Rim Klong Prawet Fang Nuea Community, Prawet Sub-district, Prawet District, Bangkok

Worawudh Phakdiburut — 2024-12-27

The objectives of this mixed methods research are to 1) study the community context, Community-Based Tourism management, and the need for public relations media in organizing Community-Based Tourism for Rim Klong Prawet Fang Nuea community, Prawet Sub-district, Prawet District, Bangkok 2) study the potential of Community-Based Tourism of Rim Klong Prawet Fang Nuea community, Prawet Sub-district, Prawet District, Bangkok 3) develop Public Relations media for Community-Based Tourism via participatory communication of Rim Klong Prawet Fang Nuea community, Prawet Sub-district, Prawet District, Bangkok 4) evaluate the effects of Public Relations media for Community-Based Tourism of Rim Klong Prawet Fang Nuea Community, Prawet Sub-district, Prawet District, Bangkok toward tourists. The qualitative research participants were 25 people and the quantitative research sample consisted of 400 tourists, which were obtained through purposive sampling. Qualitative data were analyzed using qualitative methods to draw inductive conclusions as well as quantitative data were analyzed using descriptive statistics and the Pearson correlation coefficient. The research findings were as follows: 1) Rim Klong Prawet Fang Nuea Community is “multi-cultural community” that combines of Islamic and Buddhist cultures with the mostly green environment. There are important tourism resources, including (1.1) Yamiul Ibadah Mosque (1.2) an old wooden bridge over 100 years old (1.3) Prawet Burirom Canal (1.4) Ban Jiaranai Ploy Club (1.5) Ban Pha Pak Su Nisa, and (1.6) goats farm “Baema Farm”. Community-based tourism management of Rim Klong Prawet Fang Nuea community consists of four main components: tourism resources, community organizations, management, and learning. The community needs modern Public Relations media that provide current information, create awareness and meet the needs of tourists to promote community-based tourism, 2) the community tourism potential of Rim Klong Prawet Fang Nuea Community consists of (2.1) tourism resources, (2.2) community access, (2.3) facilities, (2.4) tourist support services, and (2.5) management 3) developing Public Relations media for Community-Based Tourism of Rim Klong Prawet Fang Nuea community via participatory communication as sender and media co-producer consisting of 6 Public Relations media: (3.1) travel documentary video, (3.2) travel guide manual, (3.3) brochure, (3.4) poster, (3.5) Facebook, and (3.6) info-graphic with the overall of high level result of media quality evaluation from a total of 15 experts and people in the community, 4) the effect of Public Relations media for Community-Based Tourism of Rim Klong Prawet Fang Nuea community on tourists in terms of utilization and satisfaction at a high level. Tourists' Public Relations media exposure was positively correlated to their utilization and satisfaction at a high level, with statistical significance at the .01 level.

The Influence of Negative Brand Publicity Perception on Negative Behaviors of Thai Generation Z Consumers

Suttanipa Srisai — 2024-12-27

The main objectives of this study were 1) to analyze the confirmatory factors, and 2) to examine the influence of factors related to negative brand publicity perception (NBPP) on negative behaviors (NB) of Thai generation Z (Gen Z) consumers based on the developed Structural Equation Model. A questionnaire was used as a research tool. Data were collected from 406 Thai consumers who were 1^st to 4^th year university students. Confirmatory Factor Analysis and Structural Equation Model with the LISREL program were used to analyze the data. The findings were as follows: 1) Confirmatory factor analysis: (1) Latent variable in terms of consumer characteristics (CC), all 3 observed variables were as crucial aspects, namely Life Usage, Buying Decision, and Thinking Style, having factor loads as 0.66, 0.84, and 0.73 respectively, (2) Latent variable in terms of NBPP all 3 observed variables were as crucial aspects, namely information violence, type of brand, and perceptual channels, having factor loads as 0.92, 0.93, and 0.83 respectively, and (3) Latent variable in terms of brand blame (BB) both observed variables were as crucial aspects, namely blame level and blame causals, having factor loads as 0.92, 0.92 respectively; 2) Causal analysis with the structural equation model, it was also found that data fit the model, all statistics as Chi-Square = 105.99, df = 87, P = 0.08, Chi-Square/df = 1.22, RMSEA = 0.05. Findings were as follows: (1) Model 1: NBPP of consumers received positive direct effect at moderate level (DE = 0.54) from CC, and also found that the CC aspect could predict the NBPP of customers at 29.00 percent (P < .05); (2) Model 2: BB aspect received positive direct effect at moderate level (DE = 0.78) from NBPP of consumers while received positive indirect effect at the low level (IE = 0.42) from CC through the NBPP of consumers. It was also found that both CC and NBPP of consumer aspects could predict the BB aspect at 52.30 percent (P < .05); and (3) Model 3: NB factors aspect received received positive direct effect at the moderate level (DE = 0.53) from NBPP of consumers. In addition, this aspect received positive indirect effect at the low level (IE = 0.28) from CC through the NBPP of consumers. It was also found that these CC and NBPP of consumer aspects could predict the NB at 35.00 percent at the 0.05 level of significance.

Factors Predicting Impulse Purchasing Behavior on e-commerce Platform in Thailand

Kidtiyaporn Longon — 2024-12-27

This research focuses on the study of impulse online purchasing behavior on e-commerce platforms in Thailand. The objectives of this study are twofold: 1) to examine marketing factors, such as Online Visual Merchandising, Direct email marketing, Celebrity endorsements, and Sales promotion, which can lead to impulsive online purchases; and 2) to investigate the influence of marketing factors on Online Visual Merchandising, Direct email marketing, Celebrity endorsements, and Sales promotion to predict impulsive online purchasing behavior on e-commerce platforms in Thailand. The study employs quantitative research methods, employing an online survey approach to collect data from a sample of 431 internet users in Thailand, aged between 20 - 45, who have engaged in online shopping through e-commerce platforms. The research findings indicate that factors such as Online Visual Merchandising, Celebrity endorsements, Direct email marketing, and Sales promotion have statistically significant correlate with the dependent variable, the impulse decision to buy products online. Factors predictive of impulsive online purchasing decisions include Online Visual Merchandising (β = 0.345), Celebrity endorsements (β = 0.160), and Direct email marketing (β = 0.147). The predictive power of these factors for impulse online purchasing decisions is 25.1%, with an R Square (R²) confidence coefficient of .251 (F = 47.588, p < .05).

The Important of Green Advertising on Green Image, Green Trust and Green Loyalty in Restaurant Business

Chanchai Meathawiroon — 2024-12-27

This study aims to (1) examine the importance of advertisement on image, trust, and loyalty in the context of the environment in the restaurant business; (2) develop the structural equation modeling of green advertising, green image, green trust, and green loyalty for the restaurant business; and (3) evaluate the model's suitability using empirical data. This research sampled individuals with restaurant experience. 320 samples use questionnaires for data collection, analysis with descriptive statistics, and inference with structural equation modeling. According to the research, the model was consistent with empirical data. Using Chi-Square/df = 2.559, RFI = 0.945, IFI = 0.974, CFI = 0.974, NFI = 0.958, and RMSEA = 0.070, the model suggested that green advertising had direct effects on green image and indirect effects on green loyalty via green image and green trusts. Moreover, green trust is a factor that significantly direct effect on green loyalty in the restaurant industry. The findings demonstrate the significance of green advertising in restaurant businesses, serving as a direct factor in enhancing green image and green trust. Additionally, green advertising functions as an indirect factor in elevating consumers' green loyalty toward restaurants. These results provide restaurants with actionable insights for developing more environmentally conscious operational strategies.