DEVELOPMENT OF A PUBLIC RELATIONS MODEL TO COMMUNICATE A GOOD IMAGE OF THE ROYAL THAI ARMED FORCES HEADQUARTERS TO THE PUBLIC’S PERCEPTION ON A DIGITAL SOCIETY BASED

Abstract

This research aimed to: (1) examine differences in public relations perception, acceptance of social media public relations, and the positive image of the Royal Thai Armed Forces Headquarters (RTARF) across demographic characteristics; (2) examine the effects of public relations perception and social media public relations acceptance on the organization’s image; and (3) develop a digital-based public relations model for enhancing the RTARF’s image. A mixed-methods approach was employed. Quantitative data were collected from 400 respondents through questionnaires and analyzed using descriptive and inferential statistics. Qualitative data were obtained through in-depth interviews and focus group discussions with key informants and analyzed using content analysis. The findings showed that public relations perception, social media public relations acceptance, and the RTARF’s image were all at the highest levels. Demographic characteristics significantly differentiated perception, acceptance, and organizational image. Furthermore, public relations perception in terms of content, presentation format, and ethics, together with social media public relations acceptance in terms of perceived usefulness, ease of use, attitude, and intention to use, had significant positive effects on organizational image. Qualitative findings supported the quantitative results and contributed to the development of a digital-based public relations model emphasizing effective communication, social media acceptance, and demographic differences. The model provides a framework for strengthening public trust and a positive organizational image in a digital society.