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Communication and Media in Asia Pacific (CMAP)
Number of Followers: 2

This is an Open Access Journal

Open Access journal
ISSN (Online) 2630-0621
Published by Chulalongkorn University

[8 journals]

Godzilla’s Nuclear Narratives: The 1954 Japanese Original vs. the 21st
Century American Trilogy
- Authors: Alan Marshall
  Pages: 1 - 14
  Abstract: Artistic interpretations of the nuclear age can critically reflect upon, and fight against, global nuclear pollution dangers. The question I address here is whether or not the films of Godzilla are engaged in such a fight. Through fan-based and film critic retellings, as well as via corporate-sponsored previews, the purported strong ‘anti-nuclear’ and/or ‘pro-environmental’ message of the original Godzilla movie has supposedly resurfaced into the 21st century American intertextual reboots of the movie. This paper explores how the Godzilla series’ supposed anti-nuclear message is confused, problematic and also grotesquely overstated, with specific reference to: (1) the way that the original Godzilla movie ties its anti-nuclearism to a) Japanese nationalism, b) Anti-Americanism, and c) a therapeutic retelling of World War II tragedies, and (2) the way the American Godzilla reboots try to a) naturalize the nuclear cycle and b) situate the nuclear age as beneficent, manageable, and unchangeable.
  PubDate: 2022-12-28
  Issue No: Vol. 5, No. 2 (2022)
Product Placement Approaches on YouTube: Impactful Tips from Influential
YouTubers amid the Covid-19 Pandemic
- Authors: Worawan Ongkrutraksa
  Pages: 15 - 24
  Abstract: Amid the Covid-19 pandemic in 2021, Thai audiences tended to develop more bonds with, and thus dependency on, YouTube platform. This paper aims to explore YouTubers’ adoption of the product-placement advertising approach and investigate the impactful tips that work for “product placement” on YouTube amid the Covid-19 pandemic, as shared through in-depth interviews by four influential YouTubers. Important recommended tactics for product placement in YouTubers’ channels are:1) select advertised products/services based on compatibility with their contents, 2) emphasize honesty toward their viewers, 3) aware of all sorts of negativity, 4) beware of producing or presenting contents that could potentially violate existing laws or rules, 5) attend to content details that may affect their viewers, 6) express the care and caveat on environmental issues, and 7) be careful in offering comments or providing feedback that might drive a wedge between contentious interest groups. In sum, Harmonic Communication is a three-step Harmonic approach to improving the credibility of product-placement advertising via YouTube programs and channels. Moreover, a surge in online usage of advertising media following consumer-mobility restrictions during the Covid-19 pandemic has necessitated effective regulatory interventions.
  PubDate: 2022-12-28
  Issue No: Vol. 5, No. 2 (2022)
Which Type of Brand Image is Important for Building Brand Trust' A
Case Study on Starbucks
- Authors: Wei-chih; Chen, Papaporn Chaihanchanchai
  Pages: 25 - 32
  Abstract: To highlight the importance of brand image and enrich the limited study of brand trust, this paper primarily was aimed to investigate the influence of brand image on brand trust among customers of a global service brand. Data were collected from 230 Starbucks Thailand’s customers, aged between 18 to 40 years old, through an online survey. The results of multiple regression analysis demonstrated that the functional image, symbolic image, and experiential image could predict the significance of brand trust (R2 = 0.586). Among the three types, the experiential image had the highest influence on brand trust among Thai Starbucks’ s customers (β = 0.476). Taken together, the findings suggest a role for brand image in promoting brand trust. The findings will be of interest to marketers, especially for service brands.
  PubDate: 2022-12-28
  Issue No: Vol. 5, No. 2 (2022)
A Qualitative Analysis of the State of Billboard Advertising Industry in
Malaysia
- Authors: Lee Sa Wong
  Pages: 33 - 45
  Abstract: The Malaysia out-of-home industry faces challenges from the lack of regulations by local state councils and increase in illegal billboards. This research focuses on traditional static billboards, the least researched and discussed advertising medium in Malaysia. The researcher was guided by two theoretical frameworks--media richness theory and hierarchy of effects model. The researcher took a different perspective to deploy only qualitative methods for this research--focus group discussion and in-depth interviews. Findings reveal that there are additional challenges faced by outdoor industry stakeholders in Malaysia. The lack of regulations by the local government has led to other repercussions and irregularities among industry players.
  PubDate: 2022-12-28
  Issue No: Vol. 5, No. 2 (2022)
Impacts of Bandwagon Effect and Product Type in Instagram Native
Advertising on Generation Z Consumer’s Behavior
- Authors: Leiv Tore Kaltbeitzer, Saravudh Anantachart
  Pages: 46 - 63
  Abstract: The objective of this study was to investigate the impact of bandwagon effect and product type in Instagram native advertising on consumer behavior (i.e., ad intrusiveness, attitude towards the ad, attitude towards the brand, purchase intention and intention to share). A 2x2 between subjects, factorial design was employed to collect data from 129 undergraduate students, who were Generation Z, in Thailand. The results showcase a statistically significant difference for intention to share between the low and high bandwagon effect treatments, with the high bandwagon one showing a higher mean score. Further, the results exhibit a statistically significant difference for purchase intention between the utilitarian product (notebook computer) and hedonic product (perfume), with the hedonic product showing a higher mean score. No interaction effect between bandwagon effect and product type was found in this study. Next to the generation of high bandwagon cues in form of likes and comments being a key aspect for impacting Thai Generation Z consumer’s behavioral intentions, this research also highlights the importance of ad-media congruence for native advertising on social media platforms.
  PubDate: 2022-12-28
  Issue No: Vol. 5, No. 2 (2022)

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