http://repository.rmutp.ac.th/handle/123456789/126 2026-04-04T15:17:35Z http://repository.rmutp.ac.th/handle/123456789/4108 Development of causal relationship model of information technology uses and gratifications of Rajamangala University of Technology students Arpavate, Wimonpan; วิมลพรรณ อาภาเวท; Khasemputtaruengsri, Kasem; เกษม เขษมพุฒเรืองศรี This research has the objectives for studying the information and communication technology (ICT) usage of university students, and relationships between factors of information and communication technology (ICT) usage those affecting the digital university policy of Rajamangala University of Technology Phra Nakhon. Samples are students who are studying bachelor degree in 9 faculties at Rajamangala University of Technology Phra Nakhon, and are systematically randomed from the population of 11,899 at 95% confidential level with the sample size of 387 from the calculation. Questionnaires about the information and communication technology usage of the students related with the Digital University policy have been used in this research. Descriptive statistics used in this research are Frequency, Percentage, Means (𝑥𝑥̅) and Standard Deviations. Referential statistics used are t-test Independent and One-Way Analysis of Variance. The research found that different personal factors including genders, ages, classes and faculties did not vary the opinions of the students about their planned behaviors. Different personal factors including genders, ages, classes and faculties did not vary their opinions about the intention of information and communication technology usages. Different personal factors including genders, ages, classes and faculties did not vary their opinions about the information and communication technology usage behaviors. Different personal factors including genders, ages, classes and faculties did not vary their opinions about the Digital University policy. Opinions about the planned behaviors are positively related in low level to the opinions about the intention of information and communication technology usages statistically significant at the .01 level. Opinions about the intention of information and communication technology usages are positively related in moderate level to the opinions about the information and communication technology usage behaviors statistically significant at the .01 level. Finally, opinions about the information and communication technology usage behaviors are positively related in low level to the opinions about the Digital University policy statistically significant at the .01 level. รายงานวิจัย -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2563 2023-05-22T00:00:00Z http://repository.rmutp.ac.th/handle/123456789/4085 News content management of mass media in the fake news situation Rakthaicharoencheep, Manote; มาโนช รักไทยเจริญชีพ The research on “News content management of mass media In the fake news situation” aims to study the management of content and news content and reporting form of mass media in a fake news situation. The study is qualitative and employs an in-depth data interview. In this research, the interviewees are the top, middle, and operational management of Thairath Online, Dailynews Online, Thai Post Online, and Manager Online, who are responsible for organizing the news program for the public report. The finding revealed that in respect of the content management of mass media in fake news situations, the mass media organization that plays a role in setting the news agenda should prudently verify the accuracy and completeness of the news content prior to reporting and take into account the role and duty of the news report. Regarding the news reporting, the findings indicated that the mass media organization must strategically manage the organization to be related and compatible with the changing external environment, both internal and external factors relating to the production of the mass media’s news programs to be used for analysis, in order to ensure that the organization can manage and attract the attention. In addition, the mass media must be cognizant of the effect they have on the way of life of society members by widening and narrowing the communication gap and by encouraging viewers to engage with the media rather than adopting and blindly trusting the substance of false news. รายงานวิจัย -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2564 2023-05-01T00:00:00Z http://repository.rmutp.ac.th/handle/123456789/4081 Public relations strategies of OTOP product Bangkok Kusiyarungsit, Apinyapat; อภิญญ์พัทร์ กุสิยารังสิทธิ์ The objectives of this research were 1) to study the problem of public relations of OTOP products in Bangkok and 2) to formulate a strategy to publicize Bangkok OTOP products. This is a qualitative research; studied from the document and interviews with a total of 5 key informants, executives officer in the public relations of OTOP products in Bangkok and operators of OTOP products in Bangkok, all 5 product categories The results were as following: 1. The problem of public relations for OTOP products in Bangkok; it was found that there were 11 issues of public relations issues, namely 1) the administration of a special government agency affecting the work of public relations 2) Determining the person responsible for the public relations of Bangkok OTOP products that are inconsistent with the nature of the work 3) Adaptation of government agencies that are not keeping up with technology changes 4) Limited public relations budget. 5) Different entrepreneurs' needs for distributing OTOP products in Bangkok. 6) Not dividing entrepreneurs by business size. 7) The ability to produce organic products that meet the needs of consumers appropriately 8) The image of OTOP products is not acceptable among Thai people 9) An application that is an intermediary in The market place has a high cost that operators have to pay for those applications. 10) In terms of organizing special events of OTOP Bangkok with a small number of OTOP entrepreneurs participating and some OTOP operators have to find channels for selfexhibiting in other provinces across the country, where sales at trade shows have good sales. But have to pay in the shop or quite a lot of travel 11) Concerning the grouping of OTOP operators in Bangkok that is unclear and strong enough to perform the task As a result, special events were not as successful as they should have been. 2.There are 9 strategies for public relations of OTOP products in Bangkok, namely 1) strategies for fairing in special events of government agencies and private sectors 2) strategies for opening exhibition spaces for OTOP products in Bangkok 3) strategies for organizing OTOP products. Make public relations media in online and offline formats 4) Songwriting strategy for OTOP products in Bangkok 5) Online product distribution channel strategy 6) Telephone distribution channel strategy 7) Overseas distribution channel promotion strategy 8) Strategy Selection of Bangkok brands to enhance OTOP products in Bangkok 9) Strategies for storytelling in public relations รายงานวิจัย -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2564 2023-05-01T00:00:00Z http://repository.rmutp.ac.th/handle/123456789/3925 A study of branding strategies and masculine representations of the alcohol online media promotions in Thailand Siripai, Jhitsayarat; ชิษยรัสย์ ศิริไปล์; Sutirat, Titipong; ทิติพงษ์ สุทธิรัตน์ A textual analysis of Branding Strategies and Masculine Representations of the Alcohol Online Media Promotions in Thailand is qualitative research. The scope of this research is from 1st January 2019 to 31st December 2019. The research objectives are (1) to interrogate the marketing communication forms used for the online alcohol brand promotions in Thailand and (2) to explore the themes of masculinity represented in the online alcohol brand promotions in Thailand. The purposive samplings employed in this examination are the top 3 popular alcoholic Facebook fan pages categorized by the website socialbakers.com. These are such as Chang World, Singha Corporation, and Meridian Brandy. In the accumulation of all three alcoholic brand followers, Chang World Facebook fan pages had 1,598, 930 followers, Singha Corporation Facebook fan pages had 941,279 followers, and Meridian Brandy had 103,860 followers. In terms of the overall online posts found from all alcoholic brand samplings, the overall result found 1,038 posts, 147,753 Likes, and 5,200,266 Shares online. The research result found that the product brand communication strategy is the key brand strategy using the most or around 59.92 % (n= 1,038). In the detail of this, the product brand communication strategy found that the Emotional Appeal strategy had been used the most, around 59.67 %, compared with merely 1.25 % of Rational Appeal strategy. The overall masculinere presentations found from all alcoholic online brand promotions found that there are three keythemes of ideal masculinities. These are such as, (1) the Friendly men who are laidback, easygoingand enjoy spending time with friends (found around 56.45%-Mostly found from Chang Brand promotions), (2) the kind middle-aged men who are successful in life, love friends, caring others and social responsibility (found 36.61%- mostly found from Singha Brand Promotions), and (3) the playful men who are playful, funny, work hard, looking for rewards in life after a hard-working day (found around 6.94%-mostly found from the Meridian Brandy Brand Promotions) รายงานวิจัย -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2564 2022-08-04T00:00:00Z