https://so01.tci-thaijo.org/index.php/CRRUJC <p>CRRU Journal of Communication is an academic journal aiming to serve as a platform for expressing opinions and disseminating academic work in the fields of communication, mass communication, mass media studies, and other related disciplines. It is published twice a year (January-June and July-December). All articles must undergo peer review by three expert reviewers (from Volume 9, Issue 2 (July-December 2026) onwards, the number of reviewers will be reduced from three to two for articles submitted for publication). The reviewers and authors are unaware of each other's identities (Double-Blind Peer Review).</p> คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏเชียงราย en-US CRRU Journal of Communication 2697-5955 https://so01.tci-thaijo.org/index.php/CRRUJC/article/view/286011 <p>This study aimed to: (1) examine the utilization of digital media for communication among Generation X, Y, and Z, and (2) compare differences across these generations. The study focused on people from Generation X, Y, and Z residing in Chiang Mai Province, Thailand. A mixed-methods approach was employed, combining quantitative data from 400 respondents and qualitative data from in-depth interviews with 30 participants.</p> <p>The findings reveal that although overall digital media use for communication is at a high level across all generations, each generation demonstrates distinct and concrete usage patterns: Generation X primarily uses digital media for health-related communication, such as accessing reliable health information and self-care guidance, followed by communication with family and relatives. Generation Y mainly uses digital media for entertainment, while also integrating it into work-related communication and social networking activities. Generation Z predominantly uses digital media for education and work-related communication, including real-time interaction, collaborative learning, and expanding social networks. Furthermore, statistically significant differences were found among the three generations in areas such as business/educational communication, online shopping, social networking, entertainment, health communication, and information seeking. However, no significant differences were found in communication with family and relatives.</p> Kusuma Seedapeng Pichate Siriratanapaisalkul Copyright (c) 2026 CRRU Journal of Communication 2026-07-10 2026-07-10 9 1 1 36 https://so01.tci-thaijo.org/index.php/CRRUJC/article/view/288459 <p> This study aims to (1) examine the influence of social media, eco-consciousness, and green perceived value on word-of-mouth (WOM) for eco-friendly packaging, and (2) investigate the mediating role of green perceived value between social media and WOM for eco-friendly packaging. Data were collected from consumers who had prior experience purchasing eco-friendly food packaging in the upper northern region of Thailand. A non-probability sampling approach was employed using accidental sampling. Data were collected using an online questionnaire and analyzed through descriptive statistics and structural equation modeling (SEM). The findings show that the proposed WOM model demonstrates a good fit with the empirical data. Social media exerted a positive influence both directly on WOM (β = 0.158) and on green perceived value (β = 0.251). Eco-consciousness had a positive influence on green perceived value (β = 0.554), while green perceived value positively influenced WOM (β = 0.576) and emerged as the most influential factor in driving WOM (Total Effect = 0.576), followed by eco-consciousness (Total Effect = 0.319) and social media (Total Effect = 0.303), respectively. Together, the three factors accounted for 42.60% of the variance in WOM (R² = 0.426). Furthermore, green perceived value acted as a partial mediator between social media and WOM for eco-friendly packaging.</p> Tanaporn Sinchai Copyright (c) 2026 CRRU Journal of Communication 2026-07-21 2026-07-21 9 1 37 63