Journal of Communication Arts Review

THE PURCHASE DECISION IS INFLUENCED BY PERSONAL BRAND COMMUNICATION THROUGH MASCOT AND PERCEIVED QUALITY

Ruedeechanok Rungruangmaitree — 2025-12-19

This study aimed to study the relationship between personal branding and natural mascots created between consumers and brands and the impact on the purchases of Thai consumers by conducting a quantitative study through a sample of 400 people who have experience with brands using mascots as a medium for executives and communication of research results. The preliminary descriptive Statistic and structural equation modeling (SEM) determined that the chi-square value of the relationship (X²/df) and the p-value were not statistically significant, the CFI and TLI were generally 0.94, and the RMR and RMSEA were 0.07. The results of the study found that the brand personality in the dimensions of efficiency (sophistication) and capability (competence) will help respond to the statistics of product quality by the auditors evaluating the dimensions of "company buying" ( = 4.00) and "production quality" ( = 3.96) in executives. Sharing brand experiences through channels such as The fact that mascot images or messages directly influence the necessity to purchase ( = 4.03) and some of the brand's products to others ( = 4.01) results in this finding following from the fact that mascots are important in enhancing brand credibility and performance among consumers, with the structural equation results showing that people who know and tend to talk about (fit) themselves being a theoretical consequence.

Consumer Behavior and Perceptions of Soft Power in Thai Films among GenZ Viewers: Towards National Sustainability in Economic and Social Dimensions

Wattanee Phoovatis — 2025-12-19

This study aimed to investigate the viewing behavior, consumption patterns, and perception of soft power elements in Thai films among Gen Z consumers, as well as the impact of soft power elements in Thai films on the economy and society. The sample consisted of 400 Gen Z Thai film viewers aged 18-25. Data were collected using questionnaires, and analyzed using descriptive statistics, including percentages, means, and standard deviations. Inferential statistics, namely Pearson’s correlation coefficient and multiple regression analysis, were also employed. The findings revealed that the majority of respondents were female, held a bachelor’s degree, earned less than 10,000 baht per month, and primarily watched Thai films on Netflix, with a viewing frequency of 4-6 films per month. They typically watched films from beginning to end, seeking entertainment and relaxation. The perception of soft power elements among viewers was at a moderate level, with traditional and cultural aspects receiving the highest mean scores, followed by martial arts. Three personal factors, namely education level, occupation, and viewing frequency, significantly influenced consumption behavior, accounting for 19.00% of the variance (p < 0.05). Additionally, two personal factors, occupation and age, significantly predicted the perception of soft power elements, explaining 27.0% of the variance. The results of this study can be utilized to effectively plan for the expansion of related businesses.

MEDIA EXPOSURE BEHAVIOR, CREDIBILITY OF GLUTA STORY PET INFLUENCER, PARASOCIAL RELATIONSHIP AND PURCHASE INTENTION OF PET PRODUCTS AND SERVICES AMONG FOLLOWERS

Waraporn Panmanee — 2025-12-19

This study aims to 1) examine the media exposure behavior regarding pet products and services among followers of Gluta Story. 2) explore the perceived credibility of the Gluta Story pet influencer. 3) investigate the parasocial relationship between followers and the Gluta Story pet influencer. 4) analyze differences in media exposure behavior based on demographic characteristics. 5) assess the relationship between media exposure behavior and the credibility of the Gluta Story pet influencer. 6) examine the relationship between the credibility of the Gluta Story pet influencer and the parasocial relationship. 7) explore the relationship between the parasocial relationship and purchase intention of pet products and services. 8) evaluate the relationship between the credibility of the Gluta Story pet influencer and purchase intention of pet products and services. and 9) analyze the relationship between media exposure behavior and purchase intention of pet products and services. This quantitative research was conducted among 400 followers of Gluta Story across four platforms. Facebook, TikTok, YouTube, and Instagram. Data were collected using a questionnaire and analyzed using descriptive statistics, including percentage, mean and standard deviation. Hypothesis testing was conducted using inferential statistics, specifically One-Way ANOVA, to compare mean differences among demographic groups, and Pearson's Correlation Coefficient analysis to examine relationships between variables.

The findings revealed that 1) followers with different demographic characteristics - such as gender, age, education level, occupation, and income - exhibited differences in media exposure behavior on the Gluta Story page 2) media exposure behavior on Facebook, TikTok, YouTube, and Instagram was significantly associated with the credibility of the Gluta Story pet influencer 3) the credibility of the Gluta Story pet influencer was positively correlated with the parasocial relationship 4) the parasocial relationship was significantly associated with purchase intention of pet products and services 5) the credibility of the Gluta Story pet influencer was significantly correlated with purchase intention of pet products and services and 6) media exposure behavior on Facebook, TikTok, YouTube, and Instagram was significantly associated with purchase intention of pet products and services at a statistical significance level of 0.05

The Development of 3D Animation-Based Multimedia for Promoting Rail Tourism : A Case Study of the Pink Line Monorail

Pratheep Vijitsribhaiboon — 2025-12-19

This research a Research and Development (R&D) study that aims to develop and evaluate the effectiveness of 3D animation-based multimedia for promoting rail tourism, with a case study of the Pink Line Monorail. The research methodology is structured according to the ADDIE Model—a systematic instructional design framework comprising five phases: Analysis, Design, Development, Implementation, and Evaluation. Each phase guided the multimedia development process, ensuring structured content design and effective delivery. Additionally, the research references the 3P Production approach (Pre-Production, Production, and Post-Production) to ensure high-quality animation production for effective promotional media.

The population of the study includes tourists and general commuters who use or are likely to use the Pink Line Monorail. The sample consists of experts in 3D animation and rail transport, as well as 100 tourists and general passengers, also selected through purposive sampling, who evaluated the multimedia. The research instruments include expert assessments of media effectiveness and satisfaction questionnaires. The findings indicate that the effectiveness of the developed 3D animation-based multimedia was rated as high by experts in terms of content and presentation (𝑥̅=4.00, SD=0.47) and graphic design and technical execution (𝑥̅=4.06, SD=0.62). Meanwhile, the overall satisfaction of the sample group was rated highest (𝑥̅=4.26, SD=0.65), particularly regarding the value of the media in promoting rail tourism effectively.

The research suggests incorporating interactive elements, enhancing compatibility with Augmented Reality (AR) and Virtual Reality (VR) technologies, adding multilingual narration, and expanding digital distribution channels to cater to diverse tourist demographics. This study provides essential guidelines for developing 3D animation-based promotional media applicable to other public transportation projects in the future.

Mixed Storytelling through Promotional Videos for Cultural Tourist Attractions Mahasarakham Province Affecting Awareness and Participation of Communities on Social Media

Pongsakorn Pakiranang — 2025-12-19

The current tourism promotion, it is necessary to provide information that is attractive and reliable to tourists. This research is the development of mixed-media storytelling through promotional videos of cultural tourist attractions in Mahasarakham Province that affects the perception and participation of the community on social media. The objectives are 1) to analyze and synthesize the techniques of mixed-media storytelling through promotional videos of cultural tourist attractions in Mahasarakham Province that affects the perception and participation of the community on social media. 2) to produce promotional videos of cultural tourist attractions in Maha Sarakham Province. 3) to study the results of using promotional videos of cultural tourist attractions in Mahasarakham Province. The key informants are (1) 6 experts on cultural tourist attractions from government agencies in Maha Sarakham Province using interviews. (2) 30 tourists selected by accidental sampling using a questionnaire on the needs of cultural tourism. (3) 20 popular promotional video clips on YouTube. The researcher analyzed and synthesized the consistency of the content and storytelling techniques with the needs of tourists. (4) The sample group used in the research was 400 tourists selected by accidental sampling. (5) The research instruments included a public relations video for cultural tourism attractions in Maha Sarakham Province, a perception assessment form, a satisfaction questionnaire, and a behavior analysis table for community participation on social media after watching the public relations video. The statistics used in the research included percentage, mean, and standard deviation (S.D.).

The research results found that 1) the results of the analysis and synthesis of the mixed storytelling techniques through the public relations video of cultural tourism attractions in Mahasarakham Province that has an effect on the perception and participation of the community on social media that is appropriate, consisting of 3 types of storytelling techniques: (1) opening the story with alternating stories with fast-paced images (Nested Loops), (2) storytelling with narration and background music (Sparklines), and (3) storytelling by linking content to be consistent as a tourism route (Converging Ideas). 2) The production process of the public relations video of cultural tourism attractions in Mahasarakham Province is divided into 3 steps: preparation (Pre-Production), production (Production), and post-production. The quality of the public relations video was assessed by experts and found that the overall quality was at a good level.3) The study of the results of using the public relations video of cultural tourism attractions in Mahasarakham Province found that the results of the perception of the sample group after watching the developed public relations video had a high overall perception and the highest overall satisfaction. As for the behavior of community participation on social media during the period of the publicity video for 1 month, it was found that there were 4,474 views, 129 likes, 16 shares, and positive comments. This shows that the appropriate storytelling mix of the publicity video for cultural tourism attractions in Maha Sarakham Province has an effect on the decision to visit Mahasarakham Province. Therefore, relevant agencies should continuously give importance to tourism publicity.

A Comparative Analysis of Film Languages and Genre in Popular Bollywood Films

Arunee Srikosak — 2025-12-19

This research is a textual analysis by analyzing film language and genre. The objectives of the research are to analyze film language, genre characteristics, and describe the changes in film language and genre of 10 Bollywood films, which are divided into two periods as follows: 1) 1980 - 1999, including Dostana (1980), Duniya (1984), Agneepath (1990), Chamatkar (1992), and Hum Aapke Hain Koun..! (1994), and 2) 2000 - 2019 (present), including Lagaan: Once Upon a Time in India (2001), 3 Idiots (2009), PK (2014), Drishyam (2015), and Uri: The Surgical Strike (2019). The theory of film language is based on the concept of formalism, formula composition, and film language theories. The research results are divided into 3 parts as follows: 1) According to film language, the Bollywood films that were analyzed completely followed the theory. Film length, images, frame, size of images, camera angles, camera movement, depth of field, speed of images, sound, speech, music, editing, mise en scène, composition of images, light and color, performance and color of costumes. 2) In terms of Genre, the Bollywood film genre can be clearly seen as masala, romantic, social and historical. In addition, thriller films, which are one of the Hollywood film genre, can also be found. 3) It was found that the description of changes in film language and genre found that there were changes in both film length, images, frame, size of images, camera angles, camera movement, depth of field, speed of images, sound, speech, music, editing, mise en scène, composition of images, light and color, performance and color of costumes, including genre that have changed more towards the Hollywood genre as well.

ORGANIZATION STRATEGIC CORPORATE IMAGE COMMUNICATION IN THE DIGITAL ERA: ANALYSIS OF ITS IMPACT ON STAKEHOLDER TRUST

Supanna Phatarametravorakul — 2025-12-19

This academic article aims to analyze strategic approaches to corporate image communication in the context of the digital era and examine the impact of such communication on stakeholder trust. The study particularly focuses on how organizations navigate rapid technological changes, evolving consumer behavior, and the increasing transparency enabled by digital media. The article involves a content analysis of case studies from private sector organizations that systematically manage their corporate image through digital channels. It also includes an analysis of stakeholder data from Foodland Supermarket Co., Ltd. and Starbucks (Thailand) Co., Ltd.

The findings reveal that organizations capable of aligning their communication strategies with their corporate identity and core values while appropriately utilizing digital platforms—can foster a positive image perception, which directly enhances stakeholder trust. This trust is particularly strengthened when communication is transparent, socially responsible, and encourages continuous two-way interaction. As a result, stakeholder trust not only promotes loyalty and organizational support but also equips the organization to proactively manage crises and respond effectively to public discourse.

Policy recommendations from this article highlight the necessity for organizations to develop integrated communication strategies that incorporate content, channels, and stakeholder engagement—specifically focusing on message recipients—to build a sustainable trust ecosystem in the digital age. Furthermore, the article proposes a conceptual framework for digital-era image communication, which can be applied to long-term strategic planning for organizational communication across both public and private sectors.

Prototype-Based Social Immunity Enhancement: Participatory Communication for Ending Domestic Violence

Nadhakorn Sutirat — 2025-12-19

This study developed and evaluated a participatory communication-based prototype activity aimed at enhancing social immunity and mitigating domestic violence among youth in Thailand. Specifically, the research sought to (1) design an activity model that cultivates knowledge, attitudes, and behaviors conducive to non-violent conflict resolution; (2) assess the activity’s impact on participants’ cognitive, affective, and behavioral outcomes; and (3) measure participants’ satisfaction with the intervention. The study employed an experimental research design using a pre-test and post-test format with 200 high school and vocational students selected through stratified and purposive sampling across four regions of Thailand. Data were collected through validated questionnaires, structured behavioral observations, and in-depth interviews. The results revealed a statistically significant improvement in participants’ knowledge scores (from M = 11.17 to M = 13.59; a 16.10% increase; p < .01). Additionally, 79.5% of participants expressed a preference for reasoned dialogue as the most effective strategy for conflict resolution. Behavioral observations indicated a marked reduction in aggressive tendencies, particularly in verbal retaliation and impulsive physical responses. High levels of satisfaction were reported, especially for experiential components such as role-playing and group brainstorming. These findings underscore the efficacy of participatory, experience-based learning in promoting critical reflection, emotional regulation, and peaceful communication. The study recommends integrating such prototype activities into secondary and vocational education curricula and conducting longitudinal evaluations to ensure sustained behavioral transformation.

The causal factors influencing business performance through digital transformation capabilities in the entertainment media industry in Thailand

Saneeya Phansri — 2025-12-19

This research aims to examine 1) the causal factors influencing business performance in Thailand's entertainment media industry, 2) develop a structural causal model illustrating the relationships among these factors, and 3) investigate both direct and indirect influences of these factors through digital transformation capability. The sample consisted of 414 entertainment media companies registered as juristic persons in Thailand, selected using stratified random sampling by region. Data collection was conducted using questionnaires that were validated for content validity and reliability. Data were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM).

The findings indicate that the structural equation model is consistent with empirical data ( /df = 2.731, p-value = 0.000, CFI = 0.948, GFI = 0.929, RMSEA = 0.065, RMR = 0.020). Hypothesis testing revealed that organizational context, entrepreneurial orientation, and technology adoption significantly positively influence digital transformation capability and business performance of entertainment media companies in Thailand. Moreover, digital transformation capability acts significantly as a mediator, transmitting the influences from organizational context and technology adoption to business performance. This highlights the critical role of digital transformation capability in enhancing business efficiency by enabling organizations to swiftly respond to market demands and effectively utilize new technologies. The study provides valuable insights for entertainment media businesses to strategically plan and adapt their organizational strategies appropriate to the industry context in the digital era.

Formats, Content, and Video Utilization in Communicating Local Identity of Thai Long-Boat Racing Traditions through Live Television and Online Program

Phakawat Rattanaraj — 2025-12-19

This qualitative research explores the representation and communication of local identity in the context of traditional Thai long boat races broadcast via television and online program. The objectives of the study are threefold: (1) to examine the structure and characteristics of local identity data sets embedded within live broadcasts of Thai long boat racing traditions; (2) to analyze the content and methods of video-based communication used to convey local identity through both television and online media; and (3) to develop a prototype model of local identity data sets suitable for integration into live broadcasts. Data were collected through two primary methods: content analysis of live broadcasts of long boat races in 2023 and in-depth interviews with 16 key informants. The research employed content presentation analysis and in-depth interview tools to collect data. The obtained information was then categorized and analyzed to identify relationships among data sets using an inductive content analysis approach. Additionally, a video clip and an instructional manual were produced and disseminated through online platforms.

The study found that the presentation of local identity in televised coverage of the Thai long boat racing traditions is characterized by a value-based content format, developed through participatory processes involving the local community. The key thematic categories identified include expressions of loyalty, traditional lifestyles and culture, religion and belief systems, local wisdom, and tourism and economic aspects. In the online format, every race is broadcast live without time restrictions. The online content prominently features local wisdom, such as information about the racing venue, boat launch buoys, water channels, finish lines, boat structures, and decorative patterns. Furthermore, the online narratives highlight both the boats and their respective communities, as well as elements of traditional lifestyle and cultural context. The content and production approach of the television broadcasts adopt a sports broadcasting framework infused with traditional and cultural storytelling. The production process involves selecting the racing venues, gathering background information, producing special features (scoops), scheduling race times, and preparing technical equipment. The guiding principle is to present local sports in a globally accessible manner, utilizing modern broadcast systems and graphics. In contrast, the online broadcast simulates the experience of spectators physically present at the venue, streaming races throughout the day primarily via online platforms. The production workflow for online content is straightforward, with simplified broadcast systems and graphics. As part of the media output, two video productions and one online publication.

EXPLORING THE IMPACT OF SOFT-SELL AND HARD-SELL ADVERTISING FORMATS ON CONSUMER BEHAVIOR ON DOUYIN: A STUDY OF EFFECTIVE COMMUNICATION STRATEGIES FOR MARKETERS

RUOYAN XIONG — 2025-12-19

This study examines the influence of soft-sell and hard-sell advertising formats on consumer behavior and engagement on Douyin, focusing specifically on the cosmetics product category. The objective is to compare the impact of these advertising approaches on purchase decisions and explore differences in consumer acceptance and preference within this high-involvement, image-driven sector. A quantitative research methodology was employed, utilizing a structured online questionnaire distributed via Douyin and WeChat. The study applied convenience sampling, targeting a stratified sample of 400 active users who regularly engage with cosmetic-related content on the platform. Key findings indicate that soft-sell advertising excels in fostering emotional connections and enhancing consumer interaction, particularly by leveraging aesthetic appeal, influencer endorsements, and storytelling techniques. While hard-sell advertising remains effective in driving immediate purchase decisions through direct product highlights and promotional urgency, it struggles to sustain long-term engagement and participation. Soft-sell advertising demonstrates a strong influence on consumer trust and long-term purchase intentions through emotional resonance and brand value transmission. In contrast, hard-sell advertising is more effective in triggering short-term purchase impulses but may risk post-purchase dissatisfaction. Moreover, while soft-sell advertising aligns with consumers’ pursuit of emotional and aspirational experiences in the beauty and skincare context, the directness of hard-sell advertising—though capable of quickly capturing attention—may lead to consumer resistance or skepticism.

Overall, the study finds that soft-sell advertising on Douyin enhances long-term consumer engagement in the cosmetics category, while hard-sell advertising drives immediate purchases. Though neither format was strongly preferred, soft-sell appeals to emotions, and hard-sell supports rational decisions. These insights guide beauty brands in balancing short-term conversions with long-term loyalty on social media.

From Entertainment to Social Learning: An Analysis of Thai Television Programs Using Entertainment Program Quality Assessment Criteria

Sermsiri Nindum — 2025-12-19

This research aimed to evaluate the quality of Thai entertainment television programs based on the NBTC's draft criteria and analyze their potential for promoting social learning. A mixed-methods approach was employed, analyzing 12 episodes from three popular programs: Dual Pleng Ching Tun, HOLLYWOOD GAME NIGHT THAILAND, and THE RESTAURANT WAR THAILAND.

The findings reveal that: (1) At the standard level, Dual Pleng Ching Tun received the highest score (100%), while the other two programs scored equally (66.64%). At the above-standard level, THE RESTAURANT WAR THAILAND achieved the highest score (67.5%), followed by Dual Pleng Ching Tun (65%) and HOLLYWOOD GAME NIGHT THAILAND (35%). (2) The programs exhibited varying capacities to promote social learning: THE RESTAURANT WAR THAILAND fostered life skills and diversity acceptance; Dual Pleng Ching Tun emphasized moral and ethical values; and HOLLYWOOD GAME NIGHT THAILAND primarily delivered entertainment. This study demonstrates that entertainment programs have the potential to serve as effective platforms for social learning when appropriately designed.

Analyzing the Role of Digital Media in Holistic Care for Elderly People in Thailand Living Alone: Insights from Chula Radio Plus

Parinut Chaiyanich — 2025-12-19

This study aims to analyze the role of digital media in holistic care for elderly people in Thailand living alone. The research adopts a qualitative approach using textual analysis as the core methodology. The data are derived from the radio program Clinic 101.5, which is broadcast via Chula Radio Station FM 101.5 MHz, the online platform www.curadio.chula.ac.th, and the Chula Radio Plus mobile application. A total of 262 episodes were examined, each lasting approximately 25 to 30 minutes.

Research findings reveal that the digital media components supporting holistic care for elderly people in Thailand living alone consist of four key elements: Providing health information that integrates physical health with mental, spiritual, and cognitive aspects. Promoting social participation through digital media and various forms of activities. Supporting mental and spiritual well-being through emotional support and mindfulness practices. Developing inclusive content and services related to the environment, social systems, and access to healthcare. A key limitation of digital media in holistic care for elderly people in Thailand living alone is that if the content focuses primarily on physical health while neglecting other dimensions, it may fail to meet the complex needs of this vulnerable population. Therefore, the content should be balanced across all four components. The in-depth interpretation of this study also highlights how digital media can be creatively designed to empower elderly people in Thailand to become active agents in caring for themselves—by helping them redefine their life goals when living alone.

Strategies for Promoting the Organic Cosmetics Industry Among Consumers Through social media in Bangkok.

Pannika Kumpraewpan — 2025-12-19

The rapid evolution of communication technology and social media profoundly impacts consumer behavior and marketing in the organic cosmetic industry. This research investigated key factors influencing the promotion of organic cosmetics among Bangkok consumers on social media. Employing a mixed-methods approach, the quantitative phase analyzed data from 400 consumers using CFA and SEM to assess causal relationships. The qualitative phase involved in-depth interviews with 16 key stakeholders (entrepreneurs, distributors, government officials, consumers). Findings reveal government policy, entrepreneurial credibility, marketing strategies, and service standards significantly influence industry promotion. Government policy showed the strongest direct impact on entrepreneurial credibility (0.68) and directly affected industry promotion (0.67). Entrepreneurial credibility also strongly influenced marketing strategies (0.70), highlighting the importance of regulation and trust. The model demonstrated good fit (Chi-Square = 24.91, df = 16, p = 0.071, GFI = 0.99, AGFI = 0.92, RMR = 0.006, RMSEA = 0.037, CFI = 1.00). These insights are valuable for developing and promoting Bangkok's organic cosmetic industry, benefiting government agencies like the FDA in policy refinement.

Color in Brand Communication: Analysis of Color Patterns in Products and Advertising. POP MART Art Toys, Crybaby x Powerpuff Girls series.

Watchara Sutakot — 2025-12-19

This research aims to analyze color Pattern in products and advertising of POP MART Art Toys Crybaby x Powerpuff Girls series, employing a mixed-method approach comprising content analysis, a survey of 415 consumers, and in-depth interviews with 20 participants. The research findings revealed: 1) Analysis of color strategies in products and packaging showed that POP MART effectively blended the original character colors with their signature pastel tones, with pink being the most used (30.77%), followed by blue and green (23.08%). Most products featured vibrant colors (76.92%) with contrasting color schemes (69.23%), while packaging primarily used white and pink (50%). 2) Color consistency was found across products, packaging, and advertising, with white as the primary color in packaging (50%) and advertising (40%), using bright pink (35%) and bright blue (30%) as accent colors. 3) Color usage showed positive impacts on brand perception (β = 0.45, p < 0.001), consumer behavior (β = 0.48, p < 0.001), and consumer experience (β = 0.47, p < 0.001), with 92.53% finding the colors distinctive and 87.95% reporting high memorability. Interview results indicated that 95% acknowledged color's influence on purchasing decisions. These findings contribute valuable insights for developing color strategies in the Art Toys industry and related sectors

AN ANALYSIS OF THE NARRATIVE STRUCTURE OF THE DOCUMENTARY SERIES “CONTENT CHIANGMAI” ON PM2.5 POLLUTION MANAGEMENT

Kringkarn Jaroenkul — 2025-12-19

This study examines the narrative structure of the 15-episode documentary series Content Chiang Mai, which addresses PM2.5 air pollution and its effects on public health and quality of life in Northern Thailand. Using qualitative textual analysis, the research applies the concepts of narrative coherence and fidelity to evaluate how each episode communicates its message.

Findings show that the series adheres to a clear and coherent narrative format. Each episode focuses on specific aspects of the pollution issue—such as waste management, alternative agriculture, and local livelihoods—and links them to community-based responses. Sources include scholars, community leaders, and practitioners, which enhances the credibility of the series. The use of Production-Based Learning (PBL), participatory documentary methods, and short-form storytelling strengthens the series’ ability to convey grounded in real experiences, community-driven perspectives.

Marketing Factors and Brand Communication of SMEs Influencing Purchasing Decision on the Physiological Consumers in MahaSarakham Province

Siwadol Papirom — 2025-12-19

This study aims to examine the marketing and brand communication factors of small and medium-sized enterprises (SMEs) that influence the purchasing decisions of digital consumers in Maha Sarakham Province. A purposive sampling method was employed to select 400 participants, and data were collected using questionnaires. The data were analyzed using percentage, frequency, mean, standard deviation, and multiple regression analysis. The findings revealed that: 1) Overall, the respondents’ opinions on marketing and brand communication factors influencing their purchasing decisions were at a high level. Specifically, the physical attributes of the products and brand credibility were rated the highest. Similarly, the overall level of purchasing decision-making was also high, with the highest ratings in the aspect of decision intention. 2) The most influential marketing factor affecting purchasing decisions was the physical attributes of the products, followed by service processes and product-related aspects. In terms of brand communication, the most influential factor was consistent brand messaging, followed by interactive communication and brand value, respectively. Both groups of factors were found to significantly influence consumers' purchasing decisions at the 0.05 level of statistical significance

The Communication of Performance through Contemporary Lanna Drama : The Path of Desire and Love

Weerinphat Booranasakawee — 2025-12-19

This research aimed to create and present contemporary Lanna drama through symbolic representation to convey moral teachings, employing a mixed-methods research approach through the processes of study, design, development, and presentation. The research instruments included observation, interviews, and performance evaluation. The stakeholders comprised local scholars, Lanna academics, performance collaborators and developers, and audience.

The research findings revealed that the research implementation was divided into three phases: Phase 1:Research, Survey, and Analysis (Pre-Production), which began with the study of Klong Nirat Hariphunchai, analyzing and categorizing the content into three episodes: beginning, middle, and end. The data were extracted into key themes for performance design. Phase 2:Design, Development, and Performance (Production) involved creating the work through six components: 1) Plot structure - interpreted from Nirat Hariphunchai to construct a new narrative based on the Buddhist concept of three levels of craving (tanha), divided into three acts: Act 1 - Kamatanha, representing infatuation with form, taste, smell, and sound; Act 2 - Bhavatanha, depicting the desire to remain in a satisfying state; and Act 3 - Vibhavatanha, reflecting the readiness to sacrifice everything for satisfaction. 2) Actor communication - designing movements and gestures corresponding to emotions in each act, with Kamatanha utilizing gentle, sweet movements incorporating traditional Lanna paired male-female dance, Bhavatanha alternating between rapid, intense and slow movements to convey passionate emotions, and Vibhavatanha employing graceful gestures representing detachment combined with swift and strong Jing martial arts. 3) Costumes - designing symbols through colors, patterns, and forms that conveyed character emotions and personalities, incorporating Lanna identity through traditional Lanna lanterns reflecting faith and love. 4) Music - utilizing indigenous Lanna musical instruments combined with traditional Lanna vocal styles including saw, joy, and kham khao narration, adjusting rhythm and melody to correspond with each scene's emotions. 5) Lighting - designing different colors and intensity levels according to scene moods, using shadow creation to convey emotional complexity. 6) Performance props - serving as symbols representing feelings and beliefs, comprising symbols of love, emotions, and faith. Phase 3:Evaluation (Post-Production) involved data collection from audience members through opinion questionnaires. The evaluation results showed that most audience members were satisfied with the overall performance, with suggestions to add narration or explanatory text and extend performance time for significant scenes. Therefore, this contemporary Lanna drama demonstrates that the systematic interpretation and construction of performing arts elements can effectively convey cultural and moral meanings while preserving and transmitting Lanna arts and culture in harmony with contemporary social contexts.

Exploring Key Factors of TikTok Influencing on Purchasing Decisions in Fashion Clothing Among Female University Students in Chengdu, China

Zijun Rao — 2025-12-19

This study focuses on female university students in Chengdu, China, and explores the influence of TikTok on their fashion clothing purchasing decisions. A qualitative research method was adopted, with data collected through focus group interviews involving 16 female university students from different academic years and with varying consumption frequencies. Thematic analysis was used to analyze the data.

The findings indicate that TikTok influences purchasing preferences and behaviors through multiple dimensions. The key factors include visual presentation, creative content, shopping convenience, social interaction, and promotional strategies. Based on these results, it is recommended that the TikTok platform use algorithms to push clothing content based on user age, shopping frequency and other characteristics, and strictly review clothing-related information to ensure authenticity and reliability. At the same time, clothing suppliers should customize products according to user needs and strengthen cooperation with TikTok to improve promotion effects and user shopping experience.Future research should consider expanding the sample size and examining new platform features. This study contributes to the growing body of research on the impact of social media on consumer behavior and offers practical insights for relevant industries.(Modified according to the suggestion in point 2).

Tourism Communication and Marketing Strategies: A Comparative Analysis of Thailand and Malaysia's Tourism Advertisement Spots on Online Media

Nawin Bunpradap — 2025-12-19

This study aimed to 1) study the communication strategies and tourism promotion of Thailand and Malaysia through advertisement spots in the Amazing Thailand and Malaysia Truly Asia campaigns, 2) analyze the similarities and differences of communication strategies between the two countries, and 3) propose guidelines for developing tourism marketing strategies through online public relations media. The research design was qualitative research using the concept of storytelling and tourism concepts as a research framework. The study studied advertisements in the Amazing Thailand campaign of Tourism Authority of Thailand and advertisements in the Malaysia Truly Asia campaign of Tourism Malaysia. The content of the advertisements with the highest views was analyzed, totaling 8 clips, and data was collected from focus group discussions with 12 tourists (6 Thais and 6 Malaysians).

The results of the study found that Thailand focused on presenting the diversity and beauty of tourist attractions, such as religious sites, the sea, mountains, and places that reflect Thai identity. Malaysia focused on presenting cultural diversity and the coexistence of people of different races and religions. Such identities clearly help create recognition and enhance the image of tourism in each country. The findings indicate that the development of effective communication strategies should focus on creating unique experiences, responding to changing tourist behaviors, and using digital technology appropriately. Cooperation from all sectors is the key to creating sustainable and growing tourism in the future.