Browsing by Subject "Social media"
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    The antecedents and consequences of conspicuous consumption of luxury fashion goods in a social media platform
    ( 2018) Wanwisa Charoennan ; Huang, Kai-Ping
    The purpose of this study was to examine the influences of social media usage, key opinion leaders (KOLs), self-image congruency, and materialism on conspicuous consumption, as well as how conspicuous consumption had an impact on happiness with a purchase and satisfaction with luxury fashion products in a social media platform. The literature review suggested that conspicuous consumption was accelerated over a social media platform and by the role of KOLs because they promoted the favorable self-expression through a product consumption that exhibits an image that was congruent with an individual’s ideal self-image. The literature also implied that a materialistic consumer was likely to engage in conspicuous luxury consumption. Regarding its consequences, a happiness with a purchase and a satisfaction with a product were likely to be associated with conspicuous consumption. The literature in this study provided a more holistic comprehension of conspicuous consumption by incorporating both influential factors and potential consequences, and can be referred to in developing more efficient advertising and marketing activities.
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    A cross-national study of consumer spending behavior: the impact of social media intensity and materialism
    ( 2018) Amonrat Thoumrungroje
    The ubiquity of Internet, mobile devices, and online social media platform has undeniably altered consumer lifestyles and business conduct globally. To explore the influences of social media on consumer behavior, this study applied the “self-regulation” concept and a cross-cultural conceptualization of “self” to propose a model explicating how social media intensity directly and indirectly—through materialism—impact consumers' credit overuse, conspicuous consumption, and impulse buying. Using data collected from the U.S. and South Korea, social media intensity strongly influences consumer spending in the American sample but has no effect on credit overuse behavior in the South Korean sample.
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    Factors impacting the continued use of social media: a case study of senior citizens in Bangkok
    (Assumption University Press, 2020) Yanisa Deeananlarp ; Chompu Nuangjamnong ; Kitikorn Dowpiset
    This study aimed to identify the factors affecting senior citizen users of social media in Bangkok, Thailand. The proposed of this research is also to determine the impact of user satisfaction on the continued use of social media. This study is quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistics to assess the reliability of the questionnaire analyze demographic information and testing the hypotheses. The surveys were distributed 400 sets to sample who are over 60 years old, live in Bangkok, and have used social media. The study results were the factor affecting on user satisfaction are utilitarian benefits and hedonic benefits at a significant level of 0.05, and further impacts continued use.
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    Factors influencing purchase intention towards environmentally sustainable clothing, a study on Millennials of Metro Manila
    (Bangkok : Assumption University Press, 2022) Tunacao, Diwani Patisucan ; Bhumiphat Gilitwala
    Purpose: This research aims to determine the factors influencing purchase intention of millennials of Metro Manila towards environmentally sustainable clothing. There are several factors tested such as environmental knowledge and attitude, subjective norm, perceived value, perceived quality and social media.Research design, data and methodology: A three-part questionnaire consisted of screening questions, demographic questions and Likert’s scale question adopted from previous researches to measure the factors influencing the dependent variable purchase intention was developed. Pilot test was conducted to determine questionnaire reliability. Questionnaire was distributed online using snowball and convenience sampling to reduce time of data collection.Results: Data collected are analyzed using the Statistical Package for Social Sciences (SPSS) Statistics Grad Pack version 28.0. Results of Cronbach’s alpha indicated that the questionnaire is reliable and can be used for research with a > 0.7. Inferential analysis such as simple linear regression and multiple linear regression are used to analyze the 400 samples consisted of 53.75% female and 46.25% male. The results of the analysis conveyed that some factors are aligned with the previous researches’ outcome such as environmental attitude (b = 0.521), subjective norm (b = 0.409), and perceived value (b = 0.106) as highly influencing purchase intention while perceived quality (b = 0.039), and social media (b = -0.007) are contradicted or are insignificant in the intention to purchase.Conclusions: Similar concept might have different results in different context. The results convey that an individual’s attitude, behavior or decision-making factors may not be easily understood or predicted, and should not be generalized. This study focused on factors affecting purchase intention of a specific generation and location, but also provides insights as how can government, business organization, and individuals contribute to address the ongoing environmental issues. An effective communications strategy can be used to enhance awareness to achieve positive results in multiple subjects of interest.
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    Humour 2.0: Styles and Types of Humour and Virality of Memes on Facebook
    ( 2015) Viriya Taecharungroj ; Pitchanut Nueangjamnong
    This research analyzes the communication process of humorous memes in the most vibrant online phenomenon, Facebook. Through quantitative and qualitative content analysis of 1,000 memes shared on a Facebook page, this research tests the effect of various styles and types of humour on the virality of memes. Self-defeating is the most effective style of humour although it is not the most frequently used. By applying the typology used in the context of broadcast and print media, this study shows that although sarcasm and silliness are the two most prevalent types of humour used in Internet memes, no obvious differences can be observed in the effects of seven types of humour—comparison, personification, exaggeration, pun, sarcasm, silliness and surprise—on virality. Nevertheless, the authors develop the framework for humorous memes in social media communications by combining established communication models with the concepts and theories of humour and virality. The findings of this research may benefit practitioners who are involved in humour communications on social media. The framework and insights on the styles and types of humour in social media memes may also be helpful for researchers aiming to further explore the relevant topics.
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    New Social Media and Impact of Fake News on Society
    ( 2018-06) Nagi, Kuldeep
    Traditional media consists of mostly nameless and faceless people deciding what does and does not get printed and broadcasted. In this new era of internet and variety of social media, creation and consumption of news and information in our society is changing. Rapid transformation of traditional print media into online portals has become a new trend. On the one hand, the online social media has democratized the means of news production and dissemination, but on the other hand, it has become a breeding ground for false and fake news. Increasing use of mobile devices and easy Wi-Fi access to 3G/4G networks, the Facebook, Instagram, YouTube and Twitter have turned into powerful platforms for providing news and entertainment. In the USA and India, the President and the Prime Minister are using Twitter to engage with their voters and supporters. Hence the direct interaction of politicians and policy makers with the people using social media is having a strong impact on the functioning of the governments around the world. As a consequence, the online journalism and citizen media is also on the rise. New channels of online communication, such Skype, WhatsApp, Messenger, LINE and many others have also led to rampant increase in the spreading of fake news. This paper uses the traditional empirical-analytical method to analyze the current issues about fake news. Information and data available on reliable public domain websites, such as, FactCheck.Org and others portals are used for formulating research questions. In addition, analysis of issues related to fake news is largely based on data available on various reliable and independent organizations, such as Pew Research Center (USA), Reuters (UK) and European Commission (EC). Author’s own survey conducted in an Executive MBA class conducted in Hanoi, Vietnam is also be utilized. The results from primary and secondary resources are used to highlight cases of fake news on the social media and provide technical guidelines to detect its negative impact on society.
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    New social media and impact of fake news on society
    ( 2018) Nagi, Kuldeep
    Traditional media consists of mostly nameless and faceless people deciding what does and does not get printed and broadcasted. In this new era of internet and variety of social media, creation, and consumption of news and information in our society is changing. The rapid transformation of traditional print media into online portals has become a new trend. On the one hand, the online social media has democratized the means of news production and dissemination, but on the other hand, it has become a breeding ground for false and fake news. Increasing use of mobile devices and easy Wi-Fi access to 3G/4G networks, the Facebook, Instagram, YouTube, and Twitter have turned into powerful platforms for providing news and entertainment. In the USA and India, the President and the Prime Minister are using Twitter to engage with their voters and supporters. Hence the direct interaction of politicians and policymakers with the people using social media is having a strong impact on the functioning of the governments around the world. As a consequence, the online journalism and citizen media are also on the rise. New channels of online communication, such Skype, WhatsApp, Messenger, LINE and many others have also led to a rampant increase in the spreading of fake news. This paper uses the traditional empirical-analytical method to analyze the current issues about fake news. Information and data available on reliable public domain websites, such as FactCheck.Org and others portals are used for formulating research questions. In addition, analysis of issues related to fake news is largely based on data available on various reliable and independent organizations, such as Pew Research Center (USA), Reuters (UK) and European Commission (EC). Author’s own survey conducted in an Executive MBA class conducted in Hanoi, Vietnam is also be utilized. The results from primary and secondary resources are used to highlight cases of fake news on the social media and provide technical guidelines to detect its negative impact on society.
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    Photojournalism: Journalistic Reality and Necessity
    ( 2016) Kasbekar, Sushama
    Aylan Kurdi, a three year old Syrian boy’s image carried on the front pages of newspapers and magazines in September 2015 was enough to stop the world in its tracks. It embodied the ravages of the Syrian war which has made headlines in newspapers and in the mass media in the past few years. Photo journalism is “Journalism in which written copy is subordinate to pictorial presentation of news stories or in which a high proportion of pictorial presentation is used, is broadly news photography” according to Miriam Webster’s dictionary. News photography sears, it captures reality. It is a necessity in this world which requires evidence and substantiation. This paper aims to study the photos related to the war in Syria; especially photos of Aylan Kurdi a three year old boy washed ashore while escaping with his family from Syria. The impact of these photographs on readers has been made through a qualitative study with in-depth interviews. The disturbing nature of the photographs, the knowledge about the war in Syria, the need and necessity of using of such photographs in media, feelings evoked, and the impact of the photographs by being shown on social media was gauged through a questionnaire and in-depth interviews.
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    A Proposed Model on Enchancing Co-Production of Thailand Smartphone Products Using Social Media in Customer Engagement
    ( 2016) Sakuna Anuvareepong ; Panant Krairojananan
    Consumers daily generated massive information since they got connected in the digital network, and the user-generated content environment using Web 2.0 technology, e.g. social media, whilst firms as the goods producers also utilized social media as an instrument for attempting to connect and create long-term relationship with their customers. This study aimed to propose a model on enhancing co-production of smartphone products using social media in customer engagement. The components of social media activities consisted of endorsing, sharing, suggestion, and informing product problems from the customers, and the elements on customer engagement construct comprised intrinsic (admiration, experience, enthusiasm), extrinsic (skills), and economic drive (risk reduction) participating in co-production for product improvement, product innovation, improved customer satisfaction, and improved brand image. The findings implied that social media activities that allowed customers informing their problems and their experiences of customer engagement were highly significant to enhance the co-production for improving products and creating product innovation. This study provided a managerial implication for scholars and goods producers, as well as market practitioners in terms of launching innovative marketing activities, like social media, to encourage the customers to participate in the co-production.
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    Psychological impact of e-learning on social network sites: online students’ attitudes and their satisfaction with life
    ( 2019) Poonsri Vate-U-Lan
    This paper reports on the findings of a study pertaining to the psychological impact of e-learning on social network sites. The findings have resulted by means of a correlational analysis between attitude towards e-learning on social network sites and satisfaction with life of students experienced with e-learning experiences. It was based on an online survey of 607 valid responses with e-learning experiences gathered from 896 online respondents. The gender profile was balanced (males 50.7% and females 49.3% respectively). The analysis found that students who had experience of e-learning on social network sites also had a positive score on the Satisfaction with Life Scale (females 4.40 out of 6, SD = 0.91 and males 4.38 out of 6, SD = 0.9). The attitudes towards e-learning were also positive (female 4.34 out of 6, SD = 1.0 and male 4.12 out of 6, SD = 1.2). The relationship between e-learning attitudes and satisfaction with life was investigated using the Spearman Rank Order Correlation (rho) statistic. The research data shows a significant positive association between attitudes towards e-learning and satisfaction with life by females and males.
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    A Survey of Technologies and Trends for On-line Communication, Teaching and Learning
    (Digital Production Press, Assumption University, 2015) Nagi, Kuldeep
    With so many technologies available today to help support and promote an institution’s campus culture, students and instructors feel overwhelmed with what they should use for enhancing communication. Trends like “Facebook”, “Twitter” “Google +”, “Skype”, You-Tube” and “Line” are making the rounds in education, but what do these trends means for instructors and students, and how are they affecting teaching and learning practices and communication? For example, if smart devices and applications are popular among students, which ones are most popular, and why does this matter? And if emails were all the rage in the last few decades, what are the new modes of communication in the coming years? From having a good social media strategy to planning for better communication, there are at least a dozen or more technologies that every Thai university campus should plan for immediately. Many of these technologies may seem simplistic, but they can get caught in the campus policies and politics if ICT teams are not careful; for example, providing high-speed 3G/4G networks that can support multiple devices, or offering 24x7 ICT support to instructor and students. Some of the other trends mentioned in this paper may seem like frivolous, such as a targeted social media or learning analytics, but they are not only critical for enhancing communication for teaching and learning but also relevant for attracting prospective students. Are there trends the Thai campuses are missing or perhaps trends they don’t see necessary to invest and implement? This paper traces the history of various technologies and identifies different strategies for enhancing communication for teaching and learning.
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    Walter benjamin on the right to be reproduced: human empowerment through video technology
    (Bangkok : Assumption University Press, 2023) Yi Jiang ; Giordano, John T.
    This paper will examine how the power of filming technology – connected the development of the smartphone – leads to a process of democratization that brings increasing control of information, images, and events to the individual person. Filming loses its elite quality and is brought down to the level of the masses. Gradually people are empowered to both film and to be filmed. This right is important for human development in a technological world which involves the ability to participate in media technology and not to be overpowered or controlled by it. It will demonstrate this through a reading of Walter Benjamin’s ideas concerning the technologies of film in the age of mechanical reproduction. It will apply Benjamin’s ideas to the current situation where news and social media such as TikTok which are increasingly shaped by the contributions of individuals. It will also show the negative implications, and will conclude that the human empowerment that accompanies video technologies needs to be accompanied by the cultivation of trust.
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