Journal of Communication Arts Review

Articles

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

  Ruedeechanok Rungruangmaitree, Narudom Torthienchai

  9-21

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

  Wattanee Phoovatis

  22-33

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

  Waraporn Panmanee, Natchuda Wijitjammaree

  34-47

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

  Pratheep Vijitsribhaiboon, Jidapha Yoorubsuk, Santi Chaisalee, Supawut Arwutpanyakun, Panit Thongdee

  48-62

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

  Pongsakorn Pakiranang, Khachakrit Liamthaisong

  63-79

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

  Arunee Srikosak, Krisda Kerddee

  80-93

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

  Supanna Phatarametravorakul

  94-112

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

  Nadhakorn Sutirat, Jutiporn Prinyokul, Kraiengkai Patanakunkomat, Naruemon Jintapatthanakit

  113-127

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

  Saneeya Phansri, Patcharee Chakongsopit

  128-138

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

  Phakawat Rattanaraj

  139-152

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• 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, Doungtip Chareonrook

  153-164

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

  Sermsiri Nindum, Suticha Piromnum, Nitta Roonkaseam

  165-177

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

  Parinut Chaiyanich

  178-191

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

  Pannika Kumpraewpan , Pannika Kumpraewpan , Tawee Jamjumrus , Piyawadee Jindachote

  192-202

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

  Watchara Sutakot

  203-216

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

  Kringkarn Jaroenkul, Suphannee Burnell, Apinun Suvarnaraksha, Uthaiwan Sriwichai, Pakwan Nakunsong, Chaweng Chaiyawan, Nontawat Machai

  217-229

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

  Siwadol Papirom, Khachakrit Liamthaisong, Thitiphat Limsumlitnipa

  230-243

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

  Weerinphat Booranasakawee

  244-256

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

  Zijun Rao, Lucksana Klaikao

  257-269

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

  Nawin Bunpradap, Teerati Banterng

  270-283

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