Browsing by Author "Marissa Chantamas"
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ItemIntegrated brand love model: case study premier league fan clubs in Thailand
ItemMeasuring the Effect of student satisfaction on students motivation( 2009) Marissa ChantamasThis research studied student satisfaction and its influence on motivation for study. In this view students are not simply people who come to receive a service but are active participants because they are part of the institution's organization. Therefore, assessing student satisfaction on multiple dimensions are important for the strategic planning in the educational institution. The measurement used is based on SERVQUAL, which divides the service component into five dimensions. Another measure is based on the Motivated Learning Strategies Questionnaire. The survey was conducted among third and fourth year students studying a production course. The students were split into two groups one evaluating general university services and another evaluating specifically production courses that utilize services offered by the Albert Laurence School of Communication Arts. The results showed that satisfaction is positively related to the motivation of students and their perception of their performance quality. However, students appeared to be more satisfied with services offered by their school and are more motivated. Therefore, the assessment of services offered by the individual schools might serve as an important indicator that should be included into the quality assurance framework.
ItemThe role of opinion leadership characteristics and brand commitment as drivers of brand-related Electronic Word of Mouth (EWOM) in Social Networking Sites (SNS)Previous studies on the antecedents of Electronic Word of Mouth (EWOM) have either focused on the opinion leadership characteristics of individuals, or on brand commitment. It is the aim of this study to combine these two separate streams of research by evaluating the impact of opinion leadership characteristics and brand commitment as possible drivers of EWOM on Social Networking Sites (SNS). It is found that brand commitment is indeed a strong driver of brand related EWOM. Brand commitment mediates the motivation to engage in EWOM by those who already exhibit opinion leadership characteristics. In addition, the findings show that those who have opinion leadership characteristics and those who do not have opinion leadership differ in the type of EWOM they engage in. This can be defined as Active EWOM (content creation) and Passive EWOM (forwarding information). Marketers can use this information to design strategies that appeal to the needs of those with opinion leadership characteristics by creating novel experiences, or to enhance commitment by rewarding users who share positive information about the brand.