Papers by Smith Boonchutima
Correction: From tradition to progressiveness: Analyzing Thailand’s image on youtube amid post-cannabis legalization
PLOS ONE
The effectiveness of augmented reality in marketing communications on Generation Z consumer behaviour
Fashion, style & popular culture, Nov 23, 2022
Multiple brands, especially in the beauty industry, have considered and employed marketing strate... more Multiple brands, especially in the beauty industry, have considered and employed marketing strategies involving augmented reality (AR) in the past few years. However, the efficiency of augmented reality marketing (ARM) remains understudied. There are few experimental studies, and most are based on samples from western cultures and feature a narrow range of products. This study aims to fill this gap by conducting an experimental study using a sample of Generation Z women in Thailand to examine the effect of AR on lipstick purchase behaviour. This study primarily compares the efficiency of traditional and ARM in improving brand attitudes, reducing the perceived risk related to making a purchase and increasing purchase intentions. The results demonstrate that traditional marketing and ARM lead to significantly different results regarding the three constructs. Nonetheless, both approaches are effective in achieving all three desired outcomes. ARM is slightly more effective in reducing perceived risk, thereby providing valuable insights into its potential for successfully marketing cosmetics.
The Impact of VTubers and Streamers on the Purchase Intention of Otaku and Non-Otaku Respondents: A Comparative Study
Basic and Applied Social Psychology
The Chinese media narrative of Thailand as a tourist destination after the legalisation of cannabis
Heliyon
Speech Communication and Virtual Reality
Online Video Game Influencer's Credibility and Purchase Intention
Drustvena istrazivanja
In the last few years, and especially during the COVID-19 pandemic, the majority of everyday acti... more In the last few years, and especially during the COVID-19 pandemic, the majority of everyday activities were shifted online. Therefore, marketing strategies had to adapt to this shift. This led to the development of new forms of marketing, including influencer marketing. Although credibility is often theorised as the reason why the audience prefers to follow influencers over celebrities, empirical evidence is mixed and unrelated to the gaming industry. Therefore, our aim in this study was to test if source credibility (and its three elements: attractiveness, trustworthiness, and expertise) predicts video games purchase intentions, as well as to check if the model misspecifications caused by ignored links of causality led to inconsistent conclusions in earlier studies. The results based on an international sample of PewDiePie's followers (N = 238) have confirmed both ideas: source credibility predicts purchase intentions and model misspecifications of source credibility could hav...
Credibility of the Official COVID Communication in Thailand: When People Stop Believing the Government
American Behavioral Scientist
One of the challenges of health communication during the coronavirus disease 2019 (COVID-19) pand... more One of the challenges of health communication during the coronavirus disease 2019 (COVID-19) pandemic has been maintaining the credibility of official sources of information. Netizens constantly questioned the authorities’ messaging for inconsistencies in official narratives, which led to the dissemination of what came to called fake news that just happened to occasionally to be true. COVID skepticism affected countries around the world including Thailand, where social media users were regularly suspicious of the government narratives presented to the general public. The question arose of how people can factcheck official messaging that appears to be questionable, and the subject remains an issue more than 2 years later: Who should be the ultimate arbiter of truth in the COVID debate, and when does one turn to this arbiter? This paper follows Thailand social media discourse in an examination of discursive frames with the aim of identifying the correlations between public approval of...
CTBN/エポキシ/カーボンブラックナノコンポジットのエネルギー吸収機能
Price: 41.95 USD Smith Boonchutima As internet use is growing not only in the number of its users... more Price: 41.95 USD Smith Boonchutima As internet use is growing not only in the number of its users but also the purposes it is used for, media and communication scholars are therefore required to pay attention to it. One of the aspects inadequately investigated to date is the potential of the new media to enhance the political participation among its users. Moreover, the study of internet use in Asia, where the physical population and the online population ranks the world's highest, has been limited. Lars Willnat and Annette Aw therefore gathered together the scholars in Asia who have research experience and share the same interest to contribute to "Social Media, Culture and Politics in Asia." The project which began in 2011 was completed in 2014 and covers social media use in 9 nations.
Relationship between Chinese viewers’ attitude toward fansub videos and attitude against sponsorship
Cogent Education
HIV & AIDS Review
Introduction: Communicating health information to Myanmar transnational workers (MTWs) poses seve... more Introduction: Communicating health information to Myanmar transnational workers (MTWs) poses several challenges, including language barriers, unsatisfied needs for health information, use of in appropriate channels or time of communication, and unsustainable outcomes of intervention. The human immunodeficiency virus (HIV)/acquired immunodeficiency syndrome (AIDS) most atrisk group is composed of migrants worldwide, including Thailand, where HIV prevalence is high. This study aimed to develop an AIDS risk communication model for MTWs in Thailand. Material and methods: Researchers created a proposed model on the basis of lessons learned and literature reviews. A focus group discussion with a panel of experts, in either working with migrants or communicating health risk, was conducted to receive feedback on improving the proposed model. Results: The findings revealed that ENGAGEA3 model (Earning trust, ENvironmental scanning, Getting local help, Action, Gamification, and Evaluating) can lead to assessment, awareness, and ad vocacy of AIDS risk in MTWs. The total mean score of experts' opinions on the appropriateness of ENGAGEA3 model was at a level of "very appropriate", with a mean score of 4.26. Conclusions: The obstacles to communicating risk to MTWs can be reduced by using the model found in this research, while the strengths of community were utilized to maximize impacts of intervention.
Application of interactive sensory arts exhibition in promoting the protection of endangered species: The Elephant tales
Thinking Skills and Creativity, 2022
Survey Results of Knowledge Sharing Preferences and Practices in Public Health Communication Professionals in Thailand's Department of Disease Control: a Descriptive Study
Background: Knowledge sharing is a well-established field of research with an increasing populari... more Background: Knowledge sharing is a well-established field of research with an increasing popularity in Thailand. All government offices are now required to hold knowledge management activities to manage their body of knowledge. This will ensure that officers are allowed to learn from each other and constantly develop better work practices. However, difficulties faced by organizations including, limited budgets, scattered and preoccupied personnel, and fast changing computer and information technology, especially social media, mean that the process of knowledge sharing should be carefully designed before implementation. This will help prevent the knowledge sharing project being seen as a waste of time and effort. Methods: A survey was conducted to measure the current preferences, practices, needs, and obstacles regarding internal knowledge sharing among the government officers, in addition to identifying a suitable platform that best suits these criteria. One hundred and eleven public health officers were selected as questionnaire respondents due to their position and responsibility for health communication for the Department of Disease Control throughout Thailand. The topic of diabetes prevention communication was purposively chosen owing to the high prevalence and low risk perception of diabetes among the Thai population. Results: Responses show a clear preference for using Facebook as an encouraging, effective, and familiar platform for information exchange. In addition to the social networking aspect, respondents expressed a desire to include mentors and health communicators with different levels of experience in their discussion groups. Further offline components are also indicated as useful and preferred modes of communication, including physical meetings and study trips, where health communication practitioners could meet and discuss with those who excel at communication practices regarding public health information. Lectures and workshops were selected and seen as necessary to orientate group members on the process of knowledge selection, whereby participants select topics for discussion, and knowledge sharing. Conclusions: The goal, practice, and effectiveness of knowledge sharing in Thailand is generally accepted among government public health officers. Initial practitioner unfamiliarity, skepticism, and discomfort can be overcome if the appropriate components and procedures are utilized. This survey's results can be taken into consideration by knowledge managers for the development of a knowledge sharing model.
Development of Tuberculosis Key Messaging for Risk Communication in the High Risk MDR-TB Spot: a Case Study of Thai-Myanmar Border Provinces, Year 2015 - การพัฒนารูปแบบสื่อสารความเสี่ยงจากวัณโรค ในพื้นที่เสี่ยงวัณโรคดื้ออยาหลายขนาน: กรณีศึกษา จังหวัดชายแดนไทย-เมียนมาร์ ปี พ.ศ
Journal of Health Science, 2017
The objective of this study was to develop an appropriate media master in the context of Thailand... more The objective of this study was to develop an appropriate media master in the context of Thailand-Myanmar border, analyzing similarity or difference of media master between regular tuberculosis and multi-drugs resistant-TB, the forms and channels for tuberculosis media master, and the appropriate contents to produce multi-language media for TB risk communication. The methodology was a qualitative method combining with both of story telling based on experiences and focus group discussion techniques. Data were collected through interview using semi-structure questionnaire. It was found that persons involving in media master production should be public health officers, staff of non-government organizations, entrepreneurs, employers of migrant workers, physicians and scholars, as well as graphic designers in the final process of media production. However, migrant health volunteers should participate in content design process to identify “common words” which would be generally perceived ...
Investigating the Representations of the Bruneian Chinese in Contemporary Plays
The ethnic Chinese diaspora in post-independent Brunei Darussalam has widely been regarded as str... more The ethnic Chinese diaspora in post-independent Brunei Darussalam has widely been regarded as strangers in their own home in spite of their recognizable economic contribution, social status and high education. Approximately 42,700 Bruneian-born Chinese are currently living in the country, the majority of whom do not have Bruneian citizenship. They are labelled either stateless or permanent resident, which prevents them from acquiring rights and social welfare available to the citizens of the country. Interestingly, the marginal position of the ethnic Chinese population, a result of the country’s national philosophy of Malay Islamic Monarchy, has been captured and portrayed in recent dramatic plays written by a group of university students. In this study, we analyzed the representations of Chinese characters in three plays from the book. In the spotlight: Bruneian plays in English (2012), a collection of plays written by students of Universiti Brunei Darussalam. In the first play, T...
รูปแบบและการใช้สื่อใหม่ (New media) และ “ความใหม่” ของสื่อใหม่
Living peripherally in one’s home: Representation of Chinese characters in Bruneian plays in English
The Attitudes and Practices of Advertising Professionals on the Standardisation of Advertising
Resistance to Change: Thailand's Image as a Sex Tourist Destination
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Papers by Smith Boonchutima