Journal of communication and innovation NIDA

Influence of Social Media Activities affecting Trust and Loyalty of Lemon8 Application usage of Generation Z users In Si Racha District, Chonburi Province

Napasorn Katebang — 2024-07-25

This research aims to study the Influence of social media activities affecting Trust and Loyalty of Lemon8 application usage of Generation Z users in Si Racha District, Chonburi Province.

In this quantitative research, a sample group of 400 individuals, aged between 18 to 28 years old, who are users of the Lemon8 application and reside in the Sriracha District, Chonburi Province, was selected for the study. Data was collected using an online questionnaire. Then use the data to test the hypothesis. by multiple regression analysis and simple regression analysis.

The study found that social media activities consisting of entertainment, customization, interaction, EWOM and trendiness are the factors influencing trust in selecting and utilizing the Lemon8 application significantly at the 0.05 statistical significance level, Trust also affects loyalty in selecting and utilizing the Lemon8 application, likewise. These findings can be utilized to effectively plan and implement marketing strategies to meet the preferences and requirements of Lemon8 users.

Adoption of Data Journalism in Non-Profit Media Organizations in Thailand

Ekapon Thienthaworn — 2024-07-25

This study aims to examine (1) the adoption of data journalism in non-profit media organizations in Thailand, and (2) the roles of these organizations in serving public interest through data journalism.

Content analysis was conducted on 105 data journalism projects produced by 3 non-profit media organizations: The Active, The Visual, and Rocket Media Lab, from the publication of the first project on September 28, 2020, until March 1, 2023. The data was analyzed both quantitatively and qualitatively.

The findings reveal that data journalism by non-profit media organizations in Thailand plays an interesting role, particularly in providing public services through reflecting on social issues and promoting citizen participation. However, it still lacks the role of exposing corruption and has significant room for development. Most of these organizations use small datasets, have limited integration of data and
in-depth analysis, and do not present their findings in diverse formats.

Based on these findings, the study suggests developing data journalism in Thailand by enhancing data usage and technology, upskilling journalists, advocating for open data policies, raising audience awareness, exploring diverse presentation formats, and placing more emphasis on producing investigative work.

Media Usage Behavior and Impacts from Film Tourism in Chiang Mai, Lamphun and Lampang Areas

surachai srinorajan — 2024-07-25

Abstract

Traveling in the footsteps of movies and dramas is one strategy for stimulating tourism. According to this strategy one of the 6 issues involves film industry promotion and many movies have an effect on huge income generating. This helps income a number of Thai and foreign tourists to leading to be Pop Culture Tourism. Therefore, this study aimed to investigate media usage behavior and impacts of Thai movies and dramas happening Chiang Mai, Lamphun, and Lampang provinces.

Research instruments in this Mixed Methods study comprised focus group discussion and questionnaire. The formes was conducted with a sample group of 50 persons. The latter was conducted with a sample group of 400 persons and obtained statistics. Resuets of the study

The research results found that there were 46 Thai movies and dramas were filmed during 1963-2021 in Chiang Mai, Lamphun, and Lampang provinces. Personal media both online and offline influenced tourist information seeking and decision-making processes. This phenomenon has driven local economic activities in community businesses, hotels, and retail sectors, enhancing awareness of local culture while contributing to physical infrastructure development in the area. However, challenges such as impacts on local beliefs, trust issues, and unregulated promotions have hindered sustainable tourism development, potentially leading to cultural tourism decay.

Research Synthesis through Systematic Review: Music Therapy Activities as Communicative Tools in Healthcare in Thailand

Thanaporn Sathienwaree — 2024-07-16

Music therapy is a medical discipline that employs music as a means of communication and a conduit to enhance various aspects of life, including physical health, mental wellness, perception, emotions, social interaction, and overall quality of life. It selects musical elements based on scientific research to achieve therapeutic goals tailored to each individual.

Research synthesis typically involves systematically analyzing literature on music therapy, focusing primarily on its application to specific diseases or groups. Researchers highlight the importance of studying and evaluating musical interventions in healthcare settings in Thailand from 2010 to 2021. This synthesis includes 46 studies examining publication trends, research methods, content, and the effectiveness of musical activities.

The research findings reveal that a majority of studies on musical interventions in Thai healthcare settings during 2010–2021 were published in Scopus-indexed journals. Most studies employed comparative methodologies involving two or more groups, with a preference for targeted or specialized groups. Results from applying musical activities in therapy among musicians and researchers from diverse fields indicated significant differences across various study areas, highlighting up to 10 distinct findings.

The Impact of Spooky Entertainment in Thailand on Gen-Z Audiences

Nattawat Wongwilatnurak — 2024-07-16

This research examines the impact of spooky entertainment on Gen-Z audiences by exploring their perception of spooky topics/stories narrated in the programs, the key takeaways audiences obtained, and how audiences turn obtained knowledge into practice in their daily lives. It provides knowledge for media professionals in delivering moral knowledge through popular media products and fills a body of knowledge in researching the link between spooky Thai entertainment and Gen-Z audiences.

This qualitative research employed focus-group interviews with audiences as the main research method, followed by in-depth interviews with selected participants to gain additional insights. The 48 focus group participants, divided into four main groups of specific spooky programs’ audiences, include audience groups of The Shock, The Ghost Radio, the SathaneePhiDu, and the AungKarnKhumPong.

The results show that Gen-Z audiences are interested in spooky topics, including haunted ghosts and the afterlife, amulets and talismans, black magic, haunted places, ghost hunting, and stories related to Buddhism and traditional Thai beliefs. The key takeaways gained from watching/listening to the programs include the concepts of avoiding recklessness in danger, Karmic Law, doing good things and avoiding bad things, and avoiding breaking a legal regulation. Gen-Z audiences turned moral knowledge learned into practice in the three stages of application: 1) the stage of self-learning and being aware of the key takeaways, 2) the stage of warning themselves to behave well and avoid misbehaving, and 3) the stage of warning and educating others, including their close friends and families.