DSpace Collection: วิทยานิพนธ์วิทยานิพนธ์http://dspace.bu.ac.th/jspui/handle/123456789/2012024-03-28T13:20:17Z2024-03-28T13:20:17ZEvaluating the effect of rewards on the level of participation in communities of practice at UNDPWalter, Christian Thomashttp://dspace.bu.ac.th/jspui/handle/123456789/56512024-03-08T08:35:40Z2012-01-01T00:00:00ZTitle: Evaluating the effect of rewards on the level of participation in communities of practice at UNDP
Authors: Walter, Christian Thomas
Abstract: The purpose of this research is to investigate the effects of rewards on the participation and how rewards affect the networking behavior in communities of practice (CoP) in a working environment, in order to explore if rewards can help to foster the growth of CoPs. Four communities of practice, of which one was administered rewards to, were compared from November 2010 to January 2012. The timeframe consisted of a five month reward period. At the end of the period rewards were given to the members contributing most to the community. A comparative analysis was performed as well as a social network analysis for the community rewards were given to. The result showed that the rewards had no significant effect on the participation in the community, neither in contributing more content nor in the networking behavior of the members. The study empirically verified that rewards do not necessarily have to have an effect on communities of practice and demonstrates that when providing rewards, the choice of the reward has to be appropriate and valuable to the community, and the rewards have to be made visible enough for the community to respond.
Description: Thesis (M.B.A.)--Graduate School, Bangkok University, 20122012-01-01T00:00:00ZAttitude towards Facebook advertisingLukka, Villehttp://dspace.bu.ac.th/jspui/handle/123456789/56482024-03-08T07:17:51Z2013-01-01T00:00:00ZTitle: Attitude towards Facebook advertising
Authors: Lukka, Ville
Abstract: The purpose of this thesis was to provide insight on attitudes towards Facebook advertising. In order to figure out the attitudes towards Facebook advertising, a snowball survey was executed among Facebook users by spreading a link to the survey which was further forwarded by the participants themselves. This study was a quantitative study but the results of the study were interpreted in qualitative way. This thesis was executed with the help of factor analysis and cluster analysis, after which Chi-square test was used. This research expected that the results of the survey would lead in to two different groups with negative and positive attitudes. Factor analysis was executed to find relations between variables generated by the survey data. The factor analysis resulted in 12 factors that were put in a cluster analysis to find different kinds of groups. Surprisingly the cluster analysis enabled the finding of three groups with different interests and different attitudes towards Facebook advertising. These clusters were then analyzed and compared. One group was clearly negative, tending to block and avoid advertisements. Second group was with more neutral attitude towards advertising, and more carefree internet using. They did not have advertising blocking software in use and they liked to participate in activities more often. The third group had positive attitude towards advertising in Facebook and they seemed to enjoy advertising in facebook to some extent. The results of this study can be used as guidelines for companies that wish to further improve their Facebook advertising. This thesis is also a reminder about the complexity of people and their attitudes.
Description: Thesis (M.B.A.)--Graduate School, Bangkok University, 20132013-01-01T00:00:00ZInfluences on the buying behavior of purchasing commercial housing in Nanning City of Guangxi Province, ChinaQiuxue, Luohttp://dspace.bu.ac.th/jspui/handle/123456789/56462024-03-08T04:15:09Z2012-01-01T00:00:00ZTitle: Influences on the buying behavior of purchasing commercial housing in Nanning City of Guangxi Province, China
Authors: Qiuxue, Luo
Abstract: The aim of the research is to examine consumers’ commercial housing buying behavior from the perspective of the consumers. There are four main purposes of this study. Firstly, to study the external influences namely culture, government policies, marketing activities, and reference groups on consumer behavior on purchasing commercial houses. Secondly, to study how internal influences such as perception, attitudes, learning behavior, motivation, and emotions impact on home buying behaviors. Thirdly, to study how self-concept and lifestyle influence commercial house buyers. Finally, to understand the decision making process of buyers of commercial houses. A survey on consumer commercial house buying behavior has been conducted in GuangXi, China. The data are analyzed using multiple regression analysis and the results are in accordance to the expectation of the researcher. All the variables, namely culture, government, marketing activities, reference groups, perception, attitudes, learning, motivation, emotion, self-concept, and lifestyle are simultaneously significant to the dependent variable which is the consumer houses buying behavior. However, with an R square value of 0.359, 35.9% of the variation in consumer houses-buying behavior can be explained by all the eleven variables.
Description: Thesis (M.B.A.)--Graduate School, Bangkok University, 20122012-01-01T00:00:00ZThe effects of sensory marketing on the implementation of fast-food marketing campaignsBuitrago, Nataliahttp://dspace.bu.ac.th/jspui/handle/123456789/56452024-03-08T03:24:52Z2013-01-01T00:00:00ZTitle: The effects of sensory marketing on the implementation of fast-food marketing campaigns
Authors: Buitrago, Natalia
Abstract: Mass marketing strategies are failing in how to connect to customers and the need to seek out new concepts of how to reach their target market, and more importantly, how to remain in their minds and become the first and only option is presented. Sensory marketing is an emerging technique which integrates the five human senses in order to crete a total experience which the customer remembers. An investigation of sensory marketing is being undertaken in this research using Au Bon Pain stores in Thailand as a case study in order to demonstrate its effectiveness in the fast-food industry. Au Bon Pain stores in Thailand were investigated using the qualitative approach of triangulation, integrating secondary data provided by the company, an interview with Au Bon Pain management and direct observation of Au bon Pain stores by the researcher. These sources were then compared and used in complementation to provide evidence for this study. The results of this study show the effectiveness of the use of sensory marketing in Au Bon Pain stores in Thailand, through a reported increase in sales and the expansion of the company through new products offered and the opening of new stores. The company has adapted to the local Thai environment and has proven to be a successful brand recognized through the country as a result of the implementation of sensory marketing.
Description: Thesis (M.B.A.)--Graduate School, Bangkok University, 20132013-01-01T00:00:00Z