การบริหารจัดการข้ามสื่อ: จากสื่อมวลชนไปสู่สื่อออนไลน์

บทคัดย่อ

The digital age has given rise to many disruptive innovations. To survive the media has to develop amid such crises. This Research is conducted via stratified sampling from multiple districts across Bangkok. The statistical model used are comparative mean, basic descriptive statistics, and multiple linear regression with the stepwise method. The findings found that each module, from a total of 4, is fully feature-based only if the audience is in specific independent variables. It also represents a transcendence of media with ever-increasing index values of individual modules to enter the third wave of the new/online media era. This was done by constructing a multiple linear regression with dependent variables, the Media Management Module. There are only 5 primary variables left, namely: age, exposure to newspapers, traditional media exposure frequency, hours per day of exposure to traditional media, and frequency of viewing news/programs on new media.