Journal of Public Relations and Advertising

Exploring A Political Leader as A Personal Brand: A Case of Bangkok Governor

Papaporn Chaihanchanchai — 2023-12-30

This quantitative research employed an online survey method. The objectives were to: 1) explore personal political brand characteristics (Chadchart Sittipunt), attitude toward his social media communication, and intention to vote, 2) analyze the influences of personal political brand characteristics on attitude toward social media communication and intention to vote, 3) compare the differences between Generation X, Y and Z voters, in terms of the aforementioned variables, and 4) compare the differences between voters with different political orientations, in terms of such variables. The data were drawn from 465 voters across multiple districts in Bangkok, Thailand. The results indicated that the respondents had a good perception on Chadchart Sittipunt’s characteristics (M = 4.36), positive attitude toward his social media communication (M = 4.01), and high intention to vote for him (M = 4.06). Competency had a significant influence on voters’ attitude toward Chadchart Sittipunt’s social media communication (b = 0.368), whereas competency, integrity, and charisma had significant influences on their intention to vote (bs = 0.35, 0.196, and 0.343, respectively). In addition, voters with different generations and political orientations were different in such behaviors.

Causal Factors in Thai Elderly Purchase Decision for Health Products via Online Channels

Rujinan Euapitaksakul — 2023-12-30

This research aims to study the economic status, lifestyle, marketing communication, brand equity, satisfaction, trust, and Thai elderly purchase decision for health products via online channels. The study also seeks to identify the factors that explain the decision to purchase health products through online channels of Thai elderly. Additionally, a structural equation model of causal factors in Thai elderly purchase decision for health products via online channels is developed, and its consistency with empirical data is examined. This research was a quantitative research employing the survey method. A questionnaire was employed as a tool for data collection from individuals aged 60 years and older, characterized by their engagement with online social media platforms and previous engagement in online purchasing of health products, with a total sample size of 300 participants. Statistical techniques such as factor analysis and structural equation model are employed to analyze the data. The findings reveal that trust emerges as a significant factor that influences the decision to purchase health products through online channels among Thai elderly. It exhibits the highest positive direct influence and overall influence on the purchasing decision at the statistical significant level of 0.01. The structural equation model of causal factors in Thai elderly purchase decision for health products via online channels aligns with the empirical data. The model's concordance is evaluated based on several indices, and it meets the specified criteria: 1) Relative Chi-square = 1.855 (less than 3.00), 2) Comparative Fit Index = 0.951 (more than 0.90), 3) Non-normed Fit Index = 0.902 (more than 0.90), 4) Non-normed Fit Index = 0.940 (more than 0.90), and 5) Incremental Fit Index = 0.952 (more t

Measuring the Impacts of Unhealthy Food and Beverage Marketing on Children and Youth: A Review of Literature

Nongnuch Jindarattanaporn — 2023-12-30

Food and beverage marketing impacts on children’s behaviors. This study performed a review to explore measurement of impacts of food and beverage marketing on children and youth. The authors searched PubMed, Thai Journal Online database, and Google for English and Thai language articles, from January, 2011 until April, 2023. Of 374 studies identified, 81 were screened by title and abstract, and 16 studies were included in this review. The literature review found that measurement of impacts of food and beverage marketing consisted of exposure of food marketing (exposure to food marketing through media and frequency of exposure to Food marketing), impact of food marketing (Recall of food brand and brand loyalty of food, preference of food, pestering and purchasing of food, and eating), sociodemographic characteristics (Gender, age, race, region, municipality, parents’ education, household income, and socioeconomic status), and body mass index. Therefore, the findings of this study lead to conduct quantitative research on impacts of food marketing on children and youth in Thailand.

A Comparison of Attitudes towards Virtual YouTubers and Behavioral Responses to Product Placement of Thai and Japanese consumers

Worawan Ongkrutraksa — 2023-12-30

This study aims to 1. explore the nature of product placement on YouTube in Thailand and Japan. 2. compare the differences between exposure, attitudes towards various aspects (products, content, innovations such as virtual YouTubers and culture), and behavioral responses of Thai and Japanese consumers to product placement on YouTube. This study used the mixed-research method. In-depth interviews with 4 samples (2 Thai and 2 Japanese) who related to advertising or YouTube and online questionnaires from 400 samples. (200 Thai and 200 Japanese). The data were analyzed by T-test to compare the mean score differences. The result of the in-depth interview showed that although Virtual YouTubers have not been viewed by large consumer groups, they reached a niche group and may be used more in the future. Three of the interviewees agreed that consumers are more internationally oriented in general. On the other hand, one Japanese commented that the number of Japanese people who put their own country first is on the rise more than in the past. The results of the hypothesis testing revealed that Japanese attitudes toward products, content, innovations, and behavioral responses were higher than Thais. Except for the cultural attitude towards internationalization, Thais are statistically significantly higher than the Japanese. The results of this research can be used for international advertising planning. By using virtual YouTube for Thai people, should be presented for enjoyment. For Japan, virtual YouTubers may be on the rise. Therefore, measures must be taken to be aware of the consequences that may occur when technology cannot be controlled. And Thais are more international than the Japanese. Therefore, the target audience must be examined first to determine what kind of content presentation is appropriate.