This study is an approach to studying the effectiveness of corporate social responsibility (CSR) with the aim to put forward the factors of CSR that can be used to enhance brand image. To achieve this aim, the researcher has extracted variables and factors by conducting an in-depth literature review and describing the effects of these variables on each other through hypotheses and a theoretical model. In this cross-sectional study, 419 responses were included in the study at the end of data collection step and these responses were then coded and tested through various statistical testing methods. All the hypotheses formulated in this study were proved to be accepted except for the direct impact of integration of CSR in corporate policies. This study has several theoretical and practical implications that have been summarized by the author. Moreover, future research directions and opportunities have also been highlighted.
This study on “Media Exposure through new media” is a survey research undertaken with the objective to explore the advertising forms through current new media and examine consumption behavior of Thai people in view of media exposure, information perception and advertising media exposure behavior through new media of consumers. The results of the analysis revealed that Media was a communication channel presenting contents of information such as news, entertainment information or advertisements to consumers. A change in technology system led to change of media forms that have improved from personal media to print media and print media has been later developed to electronic form, namely radio and television ones. At present, the technology system has developed continuously whereas Internet media has been also developed for increasing communication. The role of current communication technology such as computer, communication satellite, telephone network, audio and visual equipment has caused an effect on "Traditional Media"; newspapers, magazines, radio broadcasting, television, leading to so-called "Digital Revolution”.
The study objective was to check the development of new tourist destination attractions for destination attachments with the moderating role of cultural capital of Samut Songkhram Province, Thailand. For this purpose, the data was collected from 300 tourists by using convenient sampling technique. Using cross sectional research design and quantitative research approach. The Partial Least Square (PLS)-Structural Equation Modeling (SEM) results had shown that most of tourist destination attractiveness had positive and significant association with destination image except access and climate. In the same vein, the destination image also had a positive and significant association with destination attachment. The indirect effect also shown that cultural capital also had a positive and significant moderating effect on the relationship of cultural capital and destination attachment. Along with these findings, this study moderating effect relationship could be considered a big contribution of the study. This study also had some practical implications that could help to tourism department to know about the importance of destination attractiveness to increase the destination attachment. The research also had some limitations at the end of the study.
The study objective was to check the development of new tourist destination attractions for destination attachments with the moderating role of cultural capital of Samut Songkhram Province, Thailand. For this purpose, the data was collected from 300 tourists by using convenient sampling technique. Using cross sectional research design and quantitative research approach. The Partial Least Square (PLS)-Structural Equation Modeling (SEM) results had shown that most of tourist destination attractiveness had positive and significant association with destination image except access and climate. In the same vein, the destination image also had a positive and significant association with destination attachment. The indirect effect also shown that cultural capital also had a positive and significant moderating effect on the relationship of cultural capital and destination attachment. Along with these findings, this study moderating effect relationship could be considered a big contribution of the study. This study also had some practical implications that could help to tourism department to know about the importance of destination attractiveness to increase the destination attachment. The research also had some limitations at the end of the study.
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