Journal of Public Relations and Advertising

An Exploratory Factor Analysis of Virtual Event Marketing Communication

Jinsiree Palakawongsa Na Ayudhya, Saravudh Anantachart — Mon, 30 Jun 2025 00:00:00 +0700

Virtual event marketing communication has emerged as a common form of marketing communication tool in this decade. However, the study of customer experience in this field remains insufficient. This study attempts to examine the elements and indicators of virtual event marketing communication. The study initiated with the utilization of established dimensions and metrics related to offline event experiences and virtual marketing experiences. Subsequently, in-depth interviews with 12 scholars and professionals in relevant disciplines were conducted to assess content validity. Quantitatively, an online survey was later conducted with 453 participants from the virtual event marketing audience. The results of the Exploratory Factor Analysis identified six types of customer experience: 1) Newness experiences 2) Relationship experience 3) Flow experience 4) Cognitive experience 5) Emotional experience and 6) Physical experience. The discussion showed that the dimensions of consumer experience in virtual event marketing are partly comparable to the measurements of offline event experiences. Nevertheless, unique characteristics were observed in this context.

Themes, Signification and Perception of Gratitude in Online Advertising

Natchuda Wijitjammaree — Mon, 30 Jun 2025 00:00:00 +0700

The research “Themes, Signification, and Perception of Gratitude in Online Advertisement” aims at analyzing themes and signification of gratitude communicated in online advertising, and perceptions of gratitude among Y generation audiences. The research focuses on Charoen Pokphand Group (CP)’s online advertisements. CP has carried out campaigns to promote gratitude. Qualitative methods which are textual analysis and in-depth interviews are applied to the research. It is found that themes in gratitude advertisements are; (1) sacrifices, attempts, and patience teachers make for their students’ good opportunities and future., (2) gratitude can be nurtured by learning from examples., (3) gratitude is moral that helps in achieving goals. The meaning of gratitude is created through several elements; (1) symbols (2) indexical signs (3) colors (4) lighting (5) camera angles and shot sizes (6) nonverbal communication (7) pictorial metaphor and (8) binary opposition. In gen Y audiences’ perspectives, powerful elements in communicating gratitude through advertising are; (1) close-up shots showing characters’ facial expressions and emotions, and (2) story content relevant to real life. In addition, viewers suggested that elements to create effective gratitude-promoting advertisements are (1) varieties of content (2) true story or real event plots (3) short and concise content (4) dramatic music (5) various appeals (6) characters portrayed by real persons, not by actors or celebrities.

Causal Factors Affecting Generation X Consumers' Purchase Intention Towards Plant-Based Food

Worawan Ongkrutraksa — Mon, 30 Jun 2025 00:00:00 +0700

The primary objectives of this study are: 1) to investigate environmental awareness, marketing communication, ethnocentrism, cosmopolitanism, and purchase intention of Generation X consumers 2) to study causal factors affecting consumers' purchase intention towards plant-based food products 3) to develop a structure equation model of the factors affecting consumers' purchase intention towards plant-based food and to examine the consistency of the developed structural equation model with empirical data. The study used a quantitative method and a questionnaire to collect data from 255 Generation X consumers in the Bangkok metropolitan region who had encountered or consumed plant-based food. The data were analyzed using the Structural Equation Model (SEM). The research findings reveal that: 1) the sample group shows a prominent level of environmental awareness, a moderate level of marketing communication, ethnocentrism, and cosmopolitanism, as well as an elevated level of purchase intention. 2) The factors influencing the purchase intention of plant-based food are marketing communication and environmental awareness. Marketing communication exhibits a direct positive effect and the highest total effect on the purchase intention of plant-based food, with a statistical significance level of 0.001 3) the structural equation model developed for the factors influencing Generation X consumers' intention to purchase plant-based food products aligns with empirical data, meeting the criteria for fit indices across 10 indicators as follows: Relative Chi-Square = 1.015, GFI = 0.959, AGFI = 0.933, CFI = 0.999, NFI = 0.961, NNFI = 0.999, IFI = 0.999, RFI = 0.943, RMR, = 0.049, RMSEA= 0.008. The results of this study suggest that marketing communication leads to the highest purchase intention for plant-based food products. Entrepreneurs should adopt marketing communication with an emphasis on word-of-mouth marketing and content that shows environmental awareness.

View of Communicate Channel among University Student to Beauty Influencers Affecting towards Facial Cosmetics Purchasing Decision

Pajera Namkhet, Nilawan Upakdee, Athagran Nakham — Mon, 30 Jun 2025 00:00:00 +0700

Social media plays a significant role in daily life and influences consumer purchasing behavior, particularly in the highly competitive cosmetics industry. Beauty influencers have become a crucial strategy for building trust and attracting consumers. This research aims to explore University students' perspectives on beauty influencers regarding their communication with social media content and the characteristics of influencers that impact purchasing decisions for cosmetic products. Using qualitative research method, the study focused on a purposive key informant of 15 undergraduate students aged 18-25 from Naresuan University. Data were collected through in-depth interviews and analyzed using thematic analysis. The findings reveal that TikTok is the most popular platform among students for quickly accessing information, while YouTube is preferred for in-depth research prior to purchasing decisions. Instagram is used for short video content (Reels), and X (formerly Twitter) is used for categorized short messages. The primary reasons for engaging with these platforms include gathering information to aid the purchasing decisions, staying updated on new products, and enhancing knowledge about cosmetics. Key characteristics of beauty influencers that affect purchasing decisions include: 1) Attractiveness: this includes the ability to explain products in detail, having a pleasant personality, and providing authentic reviews based on real usage. Engaging content formats, such as "Get Ready with Me" and Before-After reviews, effectively showcase results, complemented by relevant keywords and hashtags that increase audience reach. 2) Similarity: students prefer to follow influencers who share similar skin concerns, skin tones, or lifestyles, believing that the recommended products will effectively address their issues. 3) Expertise: influencers with extensive knowledge and experience in the beauty industry instill confidence in their followers, especially when they explain product application techniques in detail. 4) Credibility: this stem is from genuine reviews, actual product use, refer to research or scientific data, and endorse from experts. Even influencers with fewer followers can build trust if they present accurate and sincere information. This research results provide insights that businesses can apply to leverage beauty influencers in their marketing strategies to increase sales target in the future.

How Consumers Respond to Endorser in Fashion Advertising and Types of Instagram Accounts

Nattharinee Rinsirikul, Saravudh Anantachart — Mon, 30 Jun 2025 00:00:00 +0700

The purposes of this 2 x 2 factorial-designed, experimental research were to examine the effects of endorser types in fashion advertising (i.e., celebrity and non-celebrity) and types of Instagram accounts (i.e., brand account and endorser account) on consumer responses, which consisted of attitude toward the ad, attitude toward the brand, parasocial relationship, and purchase intention. The experiment was conducted with 129 undergraduate students. The finding showed that endorser types in fashion advertising had main effects on consumer’s attitude toward the ad, parasocial relationship and purchase intention. Meanwhile, types of Instagram accounts had no main effect on consumer responses. In addition, these two factors had an interaction effect on consumer’s attitude toward the ad.

The Perception of Community Identity and Strategic Public Relations for Tourism Promotion in Ban Rai District, Uthai Thani Province

Jutiporn Prinyokul — Mon, 30 Jun 2025 00:00:00 +0700

This research aims to: 1) explore tourist attractions that represent the community identity of Ban Rai District, Uthai Thani Province, 2) investigate the perception of community identity and tourism routes in Ban Rai District, and 3) develop a public relations strategy to promote tourism. The research employed a mixed-method approach, including field surveys, in-depth interviews with 10 key informants, and a survey of 400 participants.

The research findings revealed that the participants perceived Ban Rai District as a community with a distinctive identity, with a mean score of 4.27, indicating a high level of agreement. Regarding tourism routes, the participants expressed a strong preference for comprehensive tourism routes that include attractions, local products for souvenirs, and various facilities, with a mean score of 4.46, also at a high level. The most representative tourist attractions in terms of community identity were: the Giant Tree for natural attractions (60.00%), Wat Tham Khao Wong for religious attractions (67.50%), and Sao Hai Market for cultural attractions (58.75%).

The public relations strategies aimed at promoting Ban Rai to local community members were centered on fostering a sense of pride in the community's identity and promoting unity within Ban Rai. Tactics involved raising awareness of the community's shared cultural heritage, encouraging local stewardship of tourist attractions, offering leadership training in tourism for community members, and establishing a network of local tourism entrepreneurs. The public relations media tools employed included interpersonal communication, event communication, and news media.

The public relations strategies aimed at promoting Ban Rai to tourists emphasize its identity as "one-of-a-kind”, “second to none”, “accessible to all." Key communication tactics include highlighting the integration of arts, culture, and tradition, which represent Ban Rai’s unique identity. Additional strategies involve media relations, promoting year-round tourism, and developing community museums and local shops. The public relations media tools utilized include local media, digital and online platforms, multilingual promotional content in English and Chinese, tourism marketing events, and integrated advertising and promotional Media