Publisher: Bangkok University (Total: 2 journals)   [Sort by number of followers]

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BU Academic Review
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  This is an Open Access Journal Open Access journal
ISSN (Online) 2651-0952
Published by Bangkok University Homepage  [2 journals]
  • The Adaptations of Praew Magazine in the Digital Era

    • Authors: Pakpoom Hannapha, Mukthida Tonkham
      Pages: 1 - 14
      Abstract: The aim of this study is two-fold. Firstly, it attempts to investigate the adaptations of Praew magazine in the digital era. Secondly, it purports to examine the factors contributing to its survival in the digital era. Using the theory of mass communication organization administration, corporate communication concept, strategic management theory and digital marketing theory as theoretical frameworks, this study employed qualitative research methods which included an in-depth interview with Siripen Palanchai, the executive manager of Praew magazine, and document analysis. The findings indicate that the adaptations of Praew magazine for survival include (1) the management of media organization, (2) corporate communication, (3) strategic management, and (4) the adaptation of marketing patterns which requires simultaneous adaptation of these four aspects. To do this, it is necessary that the executive cope with the changes caused by the joint venture with new business alliances by communicating down to personnel in order to encourage them to develop their potential along with the organization. With regards to production, it was found that there is a decrease in the number of production to reduce the budget. Moreover, pre-orders of magazine are used to avoid risk. In terms of marketing, online websites and social media platforms are also used to reach customers. In addition, the findings suggest two factors affecting the survival of Praew magazine –the internal factors and the external factors. The internal factors involve factors pertaining to organization administration, cooperate values, cooperate culture, leadership, ownership of magazine, and corporate communication. The external factors include finding business partners with funding readiness, business expertise, and financial status. Establishing a healthy relationship with various business groups helps increase confidence in business operation. Another important external factor concerns continuous improvement of technology, the creation of comprehensive quality printing and the integration of printing with new media in the digital era.
      PubDate: 2022-06-29
      Issue No: Vol. 21, No. 1 (2022)
  • Political Interpretation of Cartoon in Khaimeawx Facebook Page

    • Authors: Nantaporn Wongchestha
      Pages: 15 - 32
      Abstract: This article is a part of research on the political interpretation of cartoons in Khaimeawx Facebook page which has a stance against and aims to criticize the National Council for Peace and Order (NCPO) and its Government under the situation of freedom of political expression oppression. The objectives are to study the political meaning and types of signs that are applied in Khaimeawx’s cartoon during February 16, 2018 – January 12, 2020. This qualitative research used textual analysis and applied Charles Sander Peirce’s semiotics concept to examine signs of political meaning in cartoons. The political meanings reflect in the main characters and political context in Thailand with coconut shell as a metaphor. NCPO characters, especially the NCPO leader, have negative images and were discredited by overactive imaginary signs while characters from democracy and oppose NCPO side have positive images. The content reflects authoritarian government who tends to restrict the right of political expression freedom, intervene in media and independent entities, run ineffective governance, postpone the national election and its good governance, and have self-beneficial concerns of political parties/ politicians as well as establish harm to the opponents. Most signs used in Khaimeawx are the icon, mostly applied through caricature to convey convenience of understanding. However, the symbol is the outstanding tactical sign that is used to shortcut political meaning through popular culture (such as movies, comics, and games) while the index has not been frequently used. Signs are used connotatively to divide political sides, narration, and political performances with dark humor satire, thus enabling Khaimeawx to create complex political interpretation with identity and attractiveness as well as be able to evade the state's political content scrutiny.
      PubDate: 2022-06-29
      Issue No: Vol. 21, No. 1 (2022)
  • Use of Heuristics in Credibility Judgment of Health Information on
           Facebook by Different Levels of Health Motivation and Health E-mavens

    • Authors: Yaninee Petcharanan, Duang-kamol Chartprasert, Deborah A. Cai
      Pages: 33 - 49
      Abstract: This paper examines Thai Facebook users’ credibility judgments about health information on Facebook based on their differences in levels of health motivation and whether they are health e-mavens. Thai Facebook users (N = 480) responded to questionnaires asking about their health motivation, health e-mavens, and their uses of heuristics in credibility judgment. The study showed that Facebook users applied all five types of heuristics. Significant differences were found in the types of heuristics used across different levels of health e-mavens and across different levels of health motivations. Significant differences were found in the use of three heuristic groups: reputation heuristic, expectancy violation heuristic, and bandwagon heuristic. However, no differences were found in the use of authority heuristic and persuasive intense heuristic.
      PubDate: 2022-06-29
      Issue No: Vol. 21, No. 1 (2022)
  • The Development of Communication Guidelines to Solve Malnutrition Problem
           in Poor Children: A Case Study of Nayom Village, Chaiyaphum Province

    • Authors: Panpilas Kuldilok
      Pages: 50 - 67
      Abstract: This research aimed to develop and study the acceptance of communication guidelines to solve malnutrition problem in poor children in a remote area: A case study of Nayom Village, Chaiyaphum Province. Participatory action research (PAR) was used via an in-depth interview, participant observation, and focus group with stakeholders, i.e., the representatives from Tambon Health Promoting Hospital, village health volunteers (VHVs), village leaders, subdistrict administrative organization, village school, and parents. The findings revealed that the communication guidelines to solve this problem should mainly focus on harms or effects derived from malnutrition problem by using emotional appeals, i.e., fears; and logical appeals, i.e., knowledge transfer about nutritious eating. Such knowledge should be applicable immediately by the target. Content presented should be comprehensible, using dialect, and transmitted through local combined media channels, e.g. persons, broadcasting tower, and activities. This should be implemented in the rainy season to gain full participation from parents since they are literally confined in their residency. Besides, regular communication should be extended, with the increase of collaboration network to different groups in the community.
      PubDate: 2022-06-29
      Issue No: Vol. 21, No. 1 (2022)
  • Similarities and Differences between Remote Working, Staycation,
           Workcation, and Digital Nomadism: Documentary Research

    • Authors: Patama Satawedin
      Pages: 68 - 83
      Abstract: People around the globe currently have been fighting with the danger of the COVID-19 pandemic. In the meantime, they have also been in the war of the physical and psychological attacks. As result of this, the ideas of remote working, staycation, workation, and digital nomadisms have presently been emerging, especially among Thai people as the strategic solutions for social distancing and physical and psychological treatment and management. The meanings and understanding of these four words are under critical discussion because they are interrelated and intertwined. The objectives of this study were, therefore, to study the similarities and differences between remote working, staycation, workcation, and digital nomadism through a documentary research method. The findings revealed that there were three major dimensions including mobility, communication, and consequences. While these four words shared the similarities in communication and consequences, they had the disparities in the degree of mobility. In the future, these lifestyles could be regarded as the new normal. This study contributes for the government and brands for designing a working policy to fit well with the on-going and ever-changing world and also for marketing communicators to plan strategic content, privileges, and solutions for making people appreciated. In any cases, these lifestyles should be promoted for future success.
      PubDate: 2022-06-29
      Issue No: Vol. 21, No. 1 (2022)
  • Operational Strategies of the Service Businesses in Community-Based
           Tourism Attractions in Phayao Province

    • Authors: Wannapa Tongdaeng
      Pages: 84 - 100
      Abstract: This qualitative research had objectives to study the situation and analyze strategies of businesses’ operation in the service sector in community-based tourism attractions in Phayao province. The study duration was from February 2020 to March 2021. The data were collected from stakeholders who are involved in the development of community-based tourism, which consists of 36 informants selected by using the purposive sampling technique. The research tool was the guideline for in-depth interview and focus group discussion. The content analysis was used to investigate the results of the SWOT analysis. The findings found that (1) strengths, i.e., entrepreneurs’ experiences, businesses’ cooperation, and having the direction to drive businesses, (2) weaknesses, i.e., businesses’ potential to access the capital, the service standard, incomplete information, and ineffective management, (3) opportunities, i.e., technological advances, the distinctiveness of tourist attractions, readiness of infrastructure, supports by relevant agencies, and growth prospects of tourism industry, and (4) threats, i.e., high market competition, economic downturn, cyber threats, complicated operations of the government, social perception of CBT which is not in accordance with the actual context, the COVID-19 pandemic, and natural disasters. The next step was the strategy formulation divided into four types, including proactive, preventive, problem-solving, and reactive strategies.
      PubDate: 2022-06-29
      Issue No: Vol. 21, No. 1 (2022)
  • The Development of Trade and Export Potential of Farmers in Village Model
           for Culturing Freshwater Fish in Nong Khai Province

    • Authors: Wongtheera Suvannin
      Pages: 101 - 117
      Abstract: The purposes of this research were to study the following issues among farmers in the model village: international business strategy, marketing mix, their potentials, international business strategy and marketing mix that affected their potentials, and their freshwater fish trade and export development. This research uses a mixed methodology. As for quantitative research, the population consisted of 987 freshwater fish breeding farmers in the model village registered in the Nong Khai Provincial Fisheries Office. The total sample was 285 people selected using the Multi Stage Random Sampling method, and the number of which was calculated from formula of Krejcie and Morgan. Questionnaire was a research tool to answer research objectives 1 – 4. As for the qualitative research, the target groups were the Chairperson and the Community Enterprise Committee for Freshwater Fish Breeding in Kong Nang Sub-district, Tha Bo District, Nong Khai Province, totaling 20 people selected by using purposive sampling. In-depth interviews were used to answer the research objective 5. The result of quantitative research found that 1) Farmers focused on international strategy at a high level, particularly on the aspect of technology development as the top priority. 2) Farmers focused on the overall marketing mix at a high level and the product was the most important element. 3) Farmers had overall potentials at a high level of which experience accumulation was the highest. 4) Market-oriented international strategy and promotion of marketing mix had a statistically significant effect on the farmers’ potentials at the 0.05 level. The result of qualitative research found that the development approach was divided into 3 phases: 1) upstream development, aiming to search for existing problems; 2) midstream development, aiming to build a business strategy from analyzing existing problems; and 3) downstream development, aiming to develop a business strategy to enhance sustainability.
      PubDate: 2022-06-29
      Issue No: Vol. 21, No. 1 (2022)
  • Factors Affecting the Acceptance of Environmental Management Information
           Systems in Business Firms of Northern Thailand

    • Authors: Kittinoot Chulikavit, Ratchaneeya Bangmek
      Pages: 118 - 130
      Abstract: The main purpose of this research study is to examine factors affecting the acceptance and adoption of environmental management information systems in business organizations. Unified Theory of Acceptance and Use of Technology (UTAUT) was employed in this preliminary survey study. Its data were collected using questionnaires distributed to industrial companies in 6 provinces within the northern region of Thailand, then were examined for convergent validity and unidimensionality from 175 complete questionnaires through factor analysis, and were confirmed for internal consistency reliability by means of Cronbach’s coefficient alpha. After analyzing the relationship among factors using binary logistic regression, it was found that only one factor, namely “Social Influence,”significantly related to adoption of the systems in the organizations at the statistical level of 0.05.
      PubDate: 2022-06-29
      Issue No: Vol. 21, No. 1 (2022)
  • Participation of Population for Environmental Management in Burapha
           University to Become Green University

    • Authors: Danai Bawornkiattikul, Paradee Asa, Manussanun Pibalwong, Rotruedee Chotigawin
      Pages: 131 - 145
      Abstract: This research is a cross-sectional descriptive research, the objective is to study the situation of the readiness of Burapha University (BUU) in environmental management to develop a green university and to study the factors that relate to participation in environmental management of students and staff of BUU to the development of a green university. Data collected with 936 personnel by random sampling and distributing questionnaires via hardcopy and online analyzed the data using descriptive statistics. To analyze of relationships and predictive power by analyzing stepwise multiple regression analysis. The results of the research on the readiness of BUU for environmental management to develop a green university found that most of the sample groups of each sector still have a policy focused on environmental management leading to be green university that was not yet comprehensive and clear and there were only some issues that have policies that are consistent with the criteria of green university. As for the study of factors affecting participation in environmental management of BUU personnel towards the development of a green university, it was found that most of the staff were never aware of information and have knowledge of green universities. Awareness of environmental management and green university criteria and participation in environmental management were in good average rating. For received information and knowledge of green university and awareness of environmental management and green university criteria were common factors predicting the involvement in environmental management of BUU staff towards the development of a green university. It has been statistically significant at the level of 0.05 at 18.4 %, as equation follows: ZPAR = 0.23ZIN + 0.225ZAT -0.151 ZK
      PubDate: 2022-06-29
      Issue No: Vol. 21, No. 1 (2022)
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