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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2903

Title: The Implication of Social Engagement in LINE Application of Channel 3, Brand Equity, Organization - Public Relationship on the TV Viewing Behavior of Thai Residents in Bangkok Metropolitan
Authors: Supatta Permpoonchokekana
Keywords: Social Engagement
Brand Equity
Organization – Public Relationship
TV Viewing Behavior
Channel 3
Issue Date: 2017
Publisher: Bangkok University
Abstract: The survey research aims to investigate the implication of frequency of social engagement, perceived brand equity, and perception of organization – public relationship on Thai residents’ frequency of television viewing behavior of Channel. The samples were Thai residents used LINE Official Account of Channel 3 in the past 1 year period and were currently living in Bangkok Metropolitan area toward LINE Official Account of Channel 3. Two hundred questionnaires were distributed to samples, which had added LINE Official Account of Channel 3 as their friends. The data was analyzed using One-Way ANOVA, Chi-square analysis, and Spearman Correlation with Alpha 0.05. The findings revealed the following results: (1) A variation in Thai residents’ frequency of social engagement in LINE Official Account Application of Channel 3 significantly influenced their brand equity in relations to social image, value, and attachment, respectively. However, their frequency of social engagement did not significant influence to performance and trustworthiness of Channel 3. (2) A variation in Thai residents’ frequency of social engagement in LINE Official Account Application of Channel 3 did not significant influence their perception of organization – public relationship between Channel 3 and Thai residents in relations to trust, commitment, local or community involvement, and reputation toward Channel 3, respectively. (3) Thai residents’ perceived brand equity to brand Channel 3 was positively correlated to their perception of organization - public relationship between Channel 3 and Thai resident in Bangkok Metropolitan. (4) Thai residents’ frequency of social engagement in LINE Official Account Application, perceived brand equity, and perception of organization – public relationship between Channel 3 and Thai residents in Bangkok Metropolitan were positively correlated with their frequency of TV viewing behavior of Channel 3. In addition, there were significantly positive correlation between perceived brand equity and frequency of TV viewing behavior, including trustworthiness, attachment, value, social image, and performance, respectively. Also, there were significantly positive correlation between perception of organization – public relationship and frequency of TV viewing behavior, including local or community involvement, reputation, trust, and commitment, respectively.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University,2017
Advisor(s): Pacharaporn Kesaprakorn
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2903
Appears in Collections:Independent Studies
Independent Studies - Master

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