Journal of Information Technology and Innovation

Information Seeking Behavior for Conducting Research of Nakhon Ratchasima College Lecturers

Ketsarin Jareankrad — 2026-06-04

This study is a qualitative research with the information seeking behaviors and the barriers to seeking information for Conducting Research of Nakhonratchasima College Lecturers. The primary informants were lecturers from Nakhonratchasima College who were conducted research in the fields of study offered between the academic years 2018 – 2022. The data was analyzed using inductive analysis.

The findings research revealed that 1) the information-seeking behaviors of lecturers for research consisted of 8 activities: (1) Starting: from likes and interests, abilities and prior knowledge, problems encountered, personal stories and advice, and the use of artificial intelligence; (2) Chaining: from reference lists, keywords, and websites; (3) Browsing: from institutional sources, internet sources, bookstores or book centers; (4) Differentiating: based on Modernity, reliability, and relevance; (5) Monitoring: from websites, social media, attending training seminars, and printed media; (6) Extracting: from consistent, with relevant, and pertinent information, and methods of using information including downloading, copying documents, and printing documents; (7) Verification: by comparison and verification by experts; and (8) Ending: when obtained data fully answer the research question or issue, the research report or research project is completed, and the research has been published. lecturers will collect data in an organized manner, categorizing it by research topic or issue, and storing the information in a digital file. For the second objective it was found that barriers to information-seeking included: personal obstacles, the most common personal obstacles concerned language, information retrieval skills, bibliographic management skills, time, health, and the environment.

Digital Integrated Marketing Communication Strategies for Elevating Community Products: A Case Study of Sufficiency Agriculture Fishery Farmers Group 49, Rong Khe, Ban Phaeo, Samut Sakhon

Sainil Somboon — 2026-06-04

This research aims to (1) examine effective integrated digital marketing communication (Digital IMC) strategies for community products, (2) analyze factors influencing consumer purchase decisions for community products, and (3) propose practical Digital IMC guidelines that can be implemented by the Sufficiency Agriculture Fishery Farmers Group 49. A mixed-methods research design was employed, collecting quantitative data from 400 consumers using a 5-point Likert scale questionnaire and qualitative data through in-depth interviews with 12 committee members.

The findings reveal that the Sufficiency Agriculture Fishery Farmers Group 49 possesses an innovative asset in aquaculture using a proprietary fruit-microbe formula, yet its digital communication remains inconsistent. (1) Effective strategies involve the consistent and synchronized management of message, touchpoints, and credibility. (2) Consumers place high importance on storytelling and product origin, perceptions of local wisdom/chemical-free products, and positive online reviews, with multiple regression analysis indicating that personal factors have the greatest influence on purchase decisions. (3) Based on these findings, the researcher proposes a four-dimensional Digital IMC development strategy: Message and Brand Identity Strategy, Product Transformation Strategy, Digital Channel Strategy, and Engagement/Online Review Management Strategy, to systematically enhance credibility and expand the market.

The Development of Guidelines for Teachers’ Digital Leadership of Guangxi Talent International College

Wenjing Wei — 2026-06-04

The objectives of this research were: 1) to study the current situation of teachers’ digital leadership, and 2) to propose development guidelines for teachers’ digital leadership in Guangxi Talent International College. The sample group consisted of 169 teachers from Guangxi Talent International College. The study adopted a mixed-methods research design. The research instruments included a questionnaire and structured interviews. The interview data were collected from five experts at Guangxi Talent International College. Data were analyzed using percentages, means, standard deviations, and content analysis.

The results were as follows: 1) The current situation of teachers’ digital leadership was at a high level across all five dimensions. Among these dimensions, the highest mean was digital citizenship, followed by digital communication and digital ethics, respectively. Digital resource management was the lowest mean. 2) The guidelines for developing teachers’ digital leadership at Guangxi Talent International College included multiple approaches as follows: (1) integrate digital empowerment into teacher professional development programs, including induction and in-service training; (2) embed digital citizenship into curriculum design, with clear learning objectives and assessment criteria; (3) regularly organize related activities each semester, such as “Digital Salons” and “Cross-cultural Digital Communication Workshops”; (4) deepen digital integration through strengthened technical support, innovation incentives, case library development, and tiered training; (5) establish a multi-tiered resource screening mechanism and a hierarchical, classified training system, while building a centralized digital resource platform; and (6) formulate Standards of Digital Conduct for Teachers and provide systematic digital ethics training.