Browsing by Author "Pannawit Sanitnarathorn"
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    Factors facilitating foreign amateur musicians earn popularity on YouTube Worldwide: a case study of global and local identities of Thai Amateur Musicians
    (Assumption University Press, 2021) Pannawit Sanitnarathorn ; Thanyaratai Jaturatamrong ; Navaya Shinasharkey ; Jessada Chitrakorn ; Vitti Thitivongse ; Suttikorn Tocharoenniwatsai
    Since YouTube has been introduced to the music industry, it has played the important role for amateurs or unknown musicians to establish their own music careers while being independent from record labels. YouTube is recognized as one of freemium streaming music services helping musicians to publicize and increase their popularity in global audiences. However, not every musician would be popularly successful on being YouTubers or widely known enough. It leads to the questions what factors facilitating those musicians around the world became popular in this platform are. One of the most interesting factors is Globalization which means conducting business according to local and global considerations. Therefore, this research will focus on YouTube musicians in a country where a national identity is strong like Thailand which can be penetrated very well in this high competitive international market like YouTube. This research studied factors facilitating foreign musicians earn popularity on YouTube worldwide and how Thai amateur musicians succeed on YouTube. Quantitative data surveyed from a sample of 540 Thai who have experienced music via YouTube. Partial Least Square (SmartPLS) software was conducted to analyze Structural Equation Model (SEM). This study found that Culture Domination and Globalization are the highest two impact factors respectively towards YouTube popularity by foreign musicians.
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    A structural equation model of factors influencing Thai digital music piracy: a conceptual perspective
    (Assumption University Press, 2016) Pannawit Sanitnarathorn
    This study presents a conceptual framework, using structural equation modeling, of the variables that influence Thai digital music piracy. From both the 1997 and 2008 economic turmoil to the technological leaps from cassettes, to CDs, to the Internet and the related peer-to-peer (P2P) file sharing technologies, the Thai music industry has and continues to witness tumultuous times. More recently, broadband and Internet enabled smart phones have exacerbated the issues swirling around digital music piracy and the loss of revenue to both the music label houses and their artists. This study is therefore focused on the variables that contribute to factors influencing piracy. Music labels and artists need to understand the motives that cause users willingness to embrace illegal downloading and develop methods and markets to counter this act which is making business unsustainable.