Vol. 30 No. 2 (2026): May - August

Articles

• THE ROLE OF USER-GENERATED CONTENT IN SHAPING THE PROMOTION, EMOTIONAL ENGAGEMENT, AND VIEWERSHIP OF THAI FILMS IN CHINA: A CASE STUDY OF “HOW TO MAKE MILLIONS BEFORE GRANDMA DIES (LAANMA)”

  Yuemeng Zhu, Doungtip Chareonrook

  9-20

  • PDF

• Exposure to Digital Marketing Communications, Sales promotion Satisfaction and Intention to Purchase through E-Commerce Platforms

  Sittiphat Petburekul, Natchuda Wijitjammaree, Waraporn Panmanee

  21-34

  • PDF

• Critical Observation : The Miracle of Gen Z’s Communication in the AI Era

  Parinut Chaiyanich

  35-49

  • PDF

• Strategies for News Presentation and Management through Facebook Pages of Mass Media Outlets and Online News Pages in the Digital Era

  Supannee Somsri, Patchanee Cheyjunya

  50-62

  • PDF

• A Comparative Analysis of Media and Information Literacy among Undergraduate Students at Prince of Songkla University, Pattani Campus

  Wannakorn Likhitpanyachote, Apiradee Saravisutra, Annitta Rungvichaniwat

  63-76

  • PDF

• AMBIGUITY IN COMMUNICATION OF ADFEST AWARD-WINNING’S COMMERCIAL FILMS

  Natsornchai Porn-Eim, Nacharata Aimnaran

  77-89

  • PDF

• NEXORA Chatbot: A Generative AI Communication Innovation to Support Frontline Staff in Harm Reduction for Chemsex

  Natthadet Joseph, Pornpun Prajaknate

  90-100

  • PDF

• Cluster of Tourists in Si Chomphu District, Khon Kaen Province Based on Behavior and Satisfaction Under the Low-Carbon Tourism Concept Using Cluster Analysis

  Burin Phongphet, Maythawin Polnyotee

  101-113

  • PDF

• A Path Analysis of Factors Influencing Media Exposure Behavior in Digital Age

  Vachara Jirathitikarnkij

  114=138

  • PDF

• DEVELOPMENT COMMUNICATION OF INTANGIBLE CULTURAL HERITAGE OF CHAOSHAN CITY CASE STUDY“THE ART OF KUNG FU TEA MAKING”

  Xu Fuman, Supanna Phatarametravorakul

  129-141

  • PDF

• Analyzing the Narrative Structure and Protagonists in Martin Scorsese’s Films

  Ratthanan Indratawee, Krisada Kerddee

  142-153

  • PDF

• Predictive Factors of Tourist Visits to Wat Phra That Phanom Woramahawihan and Analysis of Faith-Based Tourism Trends in Nakhon Phanom Province through Social Listening

  Plainat Saenkhum, Patchanee Cheyjunya

  154-168

  • PDF

• Problem-Based Learning for Enhancing Media Literacy Skills of Higher Education Students

  Sakiroh Yaena Benharoon

  169-182

  • PDF

• The Application of Artificial Intelligence (AI) and Data Analytics for Content Creation on YouTube and TikTok

  Sittilak Silprasit

  183-196

  • PDF

• The Rashomon Effect in the Algorithmic Age: AI-Driven Perceptions of Truth in Social Media

  Tananpach Asavasemachai, Pimpilai Thaipitak, Nutt Dechapanya, Sittisak Chanyawut, Jantharat Sirivuttinun, Piarnpilas Piriyaphokanont, Isara Yingyuad

  197-208

  • PDF

• Development of Marketing Communications Guidelines for Thai Boys’ Love Series Abroad

  Phakphakhin Harnching, Monwipa Wongrujira, Santat Thongrin, Smith Boonchutima

  209-224

  • PDF

• Social Media Content Strategies for Bank Investment Products: Language Complexity, Investor Personas, and Content Preferences in Thailand

  Tisiruk Potavanich, Benjawan Arukaroon

  225-239

  • PDF

• Online Gambling Addiction and the Process of Entering into Children's Online Gambling Addiction in Construction Camps, Chiangmai Province

  Ladda Chittakuttanon, Natcha Patarapadungkit, Orawee Jaikham, Sky Suwankittikun

  240-251

  • PDF

• The Trend of Butterbear and the Creation of Five-Dimensional Communication Experiences

  Khemanit Malave, Thiraporn Glinsikon

  252-266

  • PDF

• Surrealistic Metaphors in Campaigns to Drive Marine Environmental and Coastal Resource Issues

  Wachiravich Akkaravisitpol, Grit Thonglert

  267-282

  • PDF