Journal of Public Relations and Advertising

Segmenting Consumer and Purchase Intentions for Designer Furniture in Thailand

Worawan Ongkrutraksa — 2026-06-30

This study aimed to explain purchase intention toward Thai designer furniture through brand experience and customer. The research employed a quantitative research approach using a survey method. A questionnaire was developed as a research instrument, and data were collected from a sample of 200 respondents. The data were analyzed using multiple regression analysis with the stepwise method, segmented by marital status and income levels. The results revealed that behavioral brand experience was the strongest predictor of purchase intention toward Thai designer furniture among single without children’s consumers (β=.324, p<.01). While corporate brand image most strongly explained purchase intention among consumers with other marital statuses (β=.345, p<.001). Furthermore, both customer image and corporate image dimensions of brand image exerted the greatest influence on purchase intention among consumers with a monthly income of 10,000–50,000 THB (β=.300, p<.01). Meanwhile, corporate brand image was the most influential factor affecting purchase intention among consumers earning 50,001 THB or above (β=.326, p<.001). These findings provide crucial practical implications for targeted marketing strategies. Entrepreneurs should emphasize hands-on experiences like product trials for single consumers to reduce uncertainty. Conversely, when targeting other marital statuses or high-income groups, the focus should shift to building and communicating a strong, trustworthy corporate reputation through professional branding and industry endorsements. For middle-income buyers, communications must clearly emphasize functional value and product durability to build credibility.

The Influence of Thai Fandom Characteristics on Fan Marketing Behavior of Male-Male Social Media Influencers in Thailand

Supphara Wisesbuppha — 2026-06-30

This research aims to examine fan marketing behaviors and the characteristics of Thai fandoms supporting Boy Love (BL) social media influencers in Thailand. The study focuses on key variables including motivation, participatory engagement, and fan investment that potentially influence fandom-driven marketing behavior. The sample consisted of 400 followers of BL influencers who actively engage in online fan activities. A structured online questionnaire was used, and multiple regression analysis was conducted to identify significant predictors of fan marketing behavior. The findings indicate that fan investment (β = .213), motivation to participate in fandom (β = .181), and factors that influence fandom attachment (β = .169) significantly impact fan marketing behaviors. These results suggest that fandoms are not merely passive consumers but act as active behavioral supporters who drive influencer marketing through practices such as merchandise purchases, project fundraising, and online advocacy. The study provides strategic insights for designing fandom-based marketing campaigns that leverage emotional engagement in the digital consumer landscape.

Communication between Managers and Employees in the Context of Business Organizations

Pairote Wilainuch — 2026-06-30

This Ethnographic-Conversation Analysis titled “Communication between Managers and Employees in the Context of Business Organizations” aimed to explore communication methods between managers and employees in the context of business organizations. Data were collected in Bangkok and some other provinces. Five managers and 10 employees in companies were asked to sign informed consents. Four conversations during business meetings were audio and video recording. The study found that managers use communication methods that focus on creating a friendly and welcoming work environment, as well as giving employees opportunities to speak, express their opinions, and freely exchange ideas to foster team bonding and cooperation. In interactions between managers and employees, managers clearly employ the “turn-taking” technique, tending to speak less than employees and relying on short responses such as “uh,” “um,” or “ah” to acknowledge and encourage employees to continue communicating. Using these short responses not only demonstrates acceptance of information but also helps keep the conversation flowing and continuous.

Predicting Factors of Sustainable Tourism in Thailand

Chavisa Cheyjunya — 2026-06-30

This research employed an online survey. The purposes of this research were to (1) investigate the lifestyles, information seeking behaviors, attitudes, subjective norms, perceived control behavior, intention and sustainable tourism behaviors among Thai tourists, (2) to examine the relationships between these factors and sustainable tourism behavior, and (3) to identify variables that explain sustainable tourism behaviors. Data was collected from 418 Thai tourists who travel in Thailand at least once a year. The findings revealed that the respondents’ lifestyles could be categorized into nine groups: (1) Fashion and trend enthusiasts, (2) Aware, caring, preserving and collaborative individuals, (3) Change-driven advocates, (4) Entertainment Spree, (5) Health and sport enthusiasts, (6) Challenger seeker and daring adventurer, (7) Passionate travelers, (8) Socially aware and politically active citizens, and (9) Family-oriented individuals. The study also found that lifestyles, information-seeking behaviors, attitudes toward sustainable tourism, subjective norms, perceived control behavior, and intentions were all positively related to sustainable tourism behavior. Furthermore, the research identified key variables that explained sustainable tourism behavior, including sustainable tourism intention, subjective norms, perceived control behavior, information seeking behavior through radio, lifestyle patterns of aware, caring, preserving and collaborative individuals, passionate travelers, and attitudes toward sustainable tourism. These factors had significant influences on sustainable tourism behaviors which can explain sustainable tourism behavior at 66.7 percent (R^2=0.667)

Implications of Generative Artificial Intelligence (AI) in Advertising Industry

Suppanut Jansakul — 2026-06-30

This research investigates the knowledge, understanding, opinions, attitudes, and adoption approaches of professionals in the advertising industry on Generative Artificial Intelligence (Generative AI). In-depth interviews were conducted with 10 experts: five from advertising agencies and five specializing in communication technology for marketing. The findings show that Generative AI has the potential to enhance efficiency and reduce the workload in the creative process through its automated features. Both groups of experts exhibited positive attitudes towards Generative AI, noting that professionals in the advertising industry generally have a favorable view of new technology. Additionally, Generative AI can foster diversity in work and improve the efficiency of advertising production. Regarding guidelines for deployment in the advertising industry, experts believe that skills related to Generative AI will become increasingly crucial. However, despite its potential to significantly boost efficiency, the use of Generative AI still requires human oversight and decision-making to ensure accuracy and high quality. The research highlights the importance of collaboration between humans and Generative AI. Furthermore, it emphasizes the need for management to promote Generative AI by prioritizing personnel training and skill development for optimal efficiency.