|
HOW DOES CREATIVE INTERCULTURAL COMMUNICATION WORK? THE IMPACT OF ONE COUNTRY'S MEDIA IMAGE ON CONSUMERS IN ANOTHER COUNTRY |
|---|---|
| รหัสดีโอไอ | |
| Creator | Praphruetmon Chenicha |
| Title | HOW DOES CREATIVE INTERCULTURAL COMMUNICATION WORK? THE IMPACT OF ONE COUNTRY'S MEDIA IMAGE ON CONSUMERS IN ANOTHER COUNTRY |
| Contributor | Ching-Chou Chen |
| Publisher | National Research Council of Thailand |
| Publication Year | 2566 |
| Journal Title | SOCIAL SCIENCE ASIA : Official Journal of National Research Council of Thailand in conjunction with Panyapiwat Institute of Management (PIM) |
| Journal Vol. | 9 |
| Journal No. | 3 |
| Page no. | 1-10 |
| Keyword | Intercultural Media Image, Curiosity Culture, Curiosity Usage, Curiosity Sociality, Social Media Attractiveness |
| URL Website | http://e-journal.nrct.go.th/ |
| Website title | e-journal |
| ISSN | 2229-2608 |
| Abstract | The purpose of this stud is to explore how the media image of one country affects consumer behavior in another country in the process of intercultural consumption. This study adopts the questionnaire survey method, quantitative data comes from Thai college students, a total of 386 students are intercultural consumers. The intercultural media and consumers choose Chinese media and young Thai consumers respectively. If multinational companies want to improve their intercultural consumption, they can start from the base of enhancing their media image. The communication content of cross-border marketing can emphasize raising consumers' curiosity in the three aspects of culture, usage, and sociality, thereby promoting the attractiveness of their social media, and ultimately enhancing their intercultural consumption. The theoretical contribution is two fold: First, this article constructs a model that explains how to positively enhance intercultural consumption from an intercultural media image; Secondly, it helps companies master an important aspect of media marketing information: consumers' curiosity about interculturality, usage, and sociality. |
