การวิเคราะห์เนื้อหาแคมเปญการสื่อสารของมหาวิทยาลัยและการสื่อสารแบบปากต่อปากระหว่างผู้ใช้เฟซบุ๊ค
คำสำคัญ:
การสร้างแบรนด์สถาบันอุดมศึกษา, การสื่อสารแบรนด์, แบรนด์แคมเปญ, สื่อสังคม, เฟซบุ๊ค, การวิเคราะห์เนื้อหาบทคัดย่อ
งานวิจัยนี้มีเป้าหมายเพื่อศึกษาวิดีทัศน์ในแคมเปญ “มะเร็ง รู้เร็ว หายได้” ของมหิดลแชนแนลที่ดำเนินการในเดือนมิถุนายนและกรกฎาคม 2560 และเพื่อระบุรูปแบบของการสื่อสารโดยมหาวิทยาลัยและการสื่อสารระหว่างผู้รับสาร งานวิจัยนี้ใช้การวิเคราะห์เชิงเนื้อหาแบบอุปนัยเพื่อระบุรูปแบบเนื้อหาจากวิดีทัศน์ 36 ชิ้นงาน ความคิดเห็น 299 ข้อความและการแบ่งปัน 155 ข้อความ นักวิจัยเก็บข้อมูลในเดือนกันยายน พ.ศ. 2560 จากเฟสบุ๊คเพจของ “มหิดลแชนแนล” นักวิจัยสามารถระบุรูปแบบของวิดีทัศน์ 3 รูปแบบได้แก่ “ผู้เชี่ยวชาญ” “คนไข้” และ “ผู้ร่วมงาน” และระบุรูปแบบความคิดเห็นและการแบ่งปัน 17 แบบ งานวิจัยนี้พบว่า “คำตอบ” และ “คำถาม” เป็นรูปแบบที่พบมากที่สุดในความคิดเห็น และ “การเห็นชอบ” เป็นรูปแบบที่พบมากที่สุดของการแบ่งปัน ถึงแม้ว่าเป็นที่รู้กันว่าสื่อสังคมเปิดโอกาสให้ผู้ใช้ได้มีปฏิสัมพันธ์กับผู้อื่น แต่ยังไม่มีการศึกษารูปแบบการสื่อสารระหว่างผู้ใช้สื่อสังคมในบริบทของการสื่อสารแบรนด์ของสถาบันอุดมศึกษา งานวิจัยนี้ทำให้เห็นถึงรูปแบบของการสื่อสารที่หลากหลาย ในบทสรุป นักวิจัยแนะนำให้สถาบันอุดมศึกษาสื่อสารแบรนด์ของสถาบันผ่านสื่อสังคมโดยเน้นความน่าเชื่อถือ ความเกี่ยวข้อง ความชัดเจน และความรอบคอบ
References
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12. Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861.
13. David, C., Leiter, M. G., & Loch, M. A. (1999). Brand leverage. The McKinsey Quarterly(2), 100.
14. Dekay, S. H. (2012). How large companies react to negative Facebook comments. Corporate Communications: An International Journal, 17(3), 289-299.
15. Elo, S., & Kyngäs, H. (2008). The qualitative content analysis process. Journal of advanced nursing, 62(1), 107-115.
16. Hansson, L., Wrangmo, A., & Solberg Søilen, K. (2013). Optimal ways for companies to use Facebook as a marketing channel. Journal of Information, Communication and Ethics in Society, 11(2), 112-126.
17. Ho, C.-W. (2014). Consumer behavior on Facebook: does consumer participation bring positive consumer evaluation of the brand? EuroMed Journal of Business, 9(3), 252-267.
18. Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259.
19. Ivy, J. (2001). Higher education institution image: acorrespondence analysis approach. International Journal of Educational Management, 15(6), 276-282.
20. Jang, Y.-T., Chang, S. E., & Chen, P.-A. (2015). Exploring social networking sites for facilitating multi-channel retailing. Multimedia Tools and Applications, 74(1), 159-178.
21. Judson, K. M., Aurand, T. W., Gorchels, L., & Gordon, G. L. (2008). Building a university brand from within: University administrators' perspectives of internal branding. Services Marketing Quarterly, 30(1), 54-68.
22. Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155.
23. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
24. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business horizons, 54(3), 241-251.
25. Klassen, M. L. (2002). Relationship marketing on the Internet: the case of top-and lower-ranked US universities and colleges. Journal of Retailing and Consumer Services, 9(2), 81-85.
26. Lombard, M., Snyder‐Duch, J., & Bracken, C. C. (2002). Content analysis in mass communication: Assessment and reporting of intercoder reliability. Human communication research, 28(4), 587-604.
27. Mahidol Channel. (2017). Mahidol Channel. Retrieved from https://www.youtube.com/user/mahidolchannel/about
28. Mahidol University. (2017). Our History - Mahidol University. Retrieved from https://mahidol.ac.th/en/history.html
29. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
30. Manthiou, A., Tang, L. R., & Bosselman, R. (2014). Reason and reaction: the dual route of the decision-making process on Facebook fan pages. Electronic Markets, 24(4), 297-308.
31. Maringe, F. (2006). University and course choice: Implications for positioning, recruitment and marketing. International Journal of Educational Management, 20(6), 466-479.
32. Martinez, E., & De Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of consumer marketing, 21(1), 39-50.
33. Rutter, R., Lettice, F., & Nadeau, J. (2016). Brand personality in higher education: anthropomorphized university marketing communications. Journal of Marketing for Higher Education, 1-21.
34. Rutter, R., Roper, S., & Lettice, F. (2016). Social media interaction, the university brand and recruitment performance. Journal of Business Research, 69(8), 3096-3104.
35. Segrave, J., Carson, C., & Merhout, J. W. (2011). Online Social Networks: An Online Brand Community Framework. Paper presented at the AMCIS.
36. Taecharungroj, V. (2017). Higher education social media marketing: 12 content types universities post on Facebook. International Journal of Management in Education, 11(2), 111-127.
37. Tanomkitti, K. (2017). Mahidol Channel: Thriving university media that transforms difficult knowledge and research to easy contents. Retrieved from https://www.adaymagazine.com/interviews/dialogue-67
38. Wæraas, A., & Solbakk, M. N. (2009). Defining the essence of a university: Lessons from higher education branding. Higher education, 57(4), 449-462.
39. Whisman, R. (2009). Internal branding: a university's most valuable intangible asset. Journal of Product & Brand Management, 18(5), 367-370.
40. Yamane, T. (1973). Statistics: An introductory analysis.
2. Alessandri, S. W., Yang, S.-U., & Kinsey, D. F. (2006). An integrative approach to university visual identity and reputation. Corporate Reputation Review, 9(4), 258-270.
3. Arpan, L. M., Raney, A. A., & Zivnuska, S. (2003). A cognitive approach to understanding university image. Corporate Communications: An International Journal, 8(2), 97-113.
4. Balmer, J. M., & Gray, E. R. (1999). Corporate identity and corporate communications: creating a competitive advantage. Corporate Communications: An International Journal, 4(4), 171-177.
5. Baxter, P., & Jack, S. (2008). Qualitative case study methodology: Study design and implementation for novice researchers. The qualitative report, 13(4), 544-559.
6. Chapleo, C. (2011). Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities? Journal of Brand Management, 18(6), 411-422.
7. Chapleo, C. (2015). Brands in Higher Education: Challenges and Potential Strategies. International Studies of Management & Organization, 45(2), 150-163.
8. Chapleo, C., Carrillo Durán, M. V., & Castillo Díaz, A. (2011). Do UK universities communicate their brands effectively through their websites? Journal of Marketing for Higher Education, 21(1), 25-46.
9. Constantinides, E., & Zinck Stagno, M. C. (2011). Potential of the social media as instruments of higher education marketing: a segmentation study. Journal of Marketing for Higher Education, 21(1), 7-24.
10. Constine, J. (2017, 27 June 2017). Facebook now has 2 billion monthly users… and responsibility. Retrieved from https://techcrunch.com/2017/06/27/facebook-2-billion-users/
11. Curtis, T., Abratt, R., & Minor, W. (2009). Corporate brand management in higher education: The case of ERAU. Journal of Product & Brand Management, 18(6), 404-413.
12. Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861.
13. David, C., Leiter, M. G., & Loch, M. A. (1999). Brand leverage. The McKinsey Quarterly(2), 100.
14. Dekay, S. H. (2012). How large companies react to negative Facebook comments. Corporate Communications: An International Journal, 17(3), 289-299.
15. Elo, S., & Kyngäs, H. (2008). The qualitative content analysis process. Journal of advanced nursing, 62(1), 107-115.
16. Hansson, L., Wrangmo, A., & Solberg Søilen, K. (2013). Optimal ways for companies to use Facebook as a marketing channel. Journal of Information, Communication and Ethics in Society, 11(2), 112-126.
17. Ho, C.-W. (2014). Consumer behavior on Facebook: does consumer participation bring positive consumer evaluation of the brand? EuroMed Journal of Business, 9(3), 252-267.
18. Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259.
19. Ivy, J. (2001). Higher education institution image: acorrespondence analysis approach. International Journal of Educational Management, 15(6), 276-282.
20. Jang, Y.-T., Chang, S. E., & Chen, P.-A. (2015). Exploring social networking sites for facilitating multi-channel retailing. Multimedia Tools and Applications, 74(1), 159-178.
21. Judson, K. M., Aurand, T. W., Gorchels, L., & Gordon, G. L. (2008). Building a university brand from within: University administrators' perspectives of internal branding. Services Marketing Quarterly, 30(1), 54-68.
22. Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155.
23. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
24. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business horizons, 54(3), 241-251.
25. Klassen, M. L. (2002). Relationship marketing on the Internet: the case of top-and lower-ranked US universities and colleges. Journal of Retailing and Consumer Services, 9(2), 81-85.
26. Lombard, M., Snyder‐Duch, J., & Bracken, C. C. (2002). Content analysis in mass communication: Assessment and reporting of intercoder reliability. Human communication research, 28(4), 587-604.
27. Mahidol Channel. (2017). Mahidol Channel. Retrieved from https://www.youtube.com/user/mahidolchannel/about
28. Mahidol University. (2017). Our History - Mahidol University. Retrieved from https://mahidol.ac.th/en/history.html
29. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
30. Manthiou, A., Tang, L. R., & Bosselman, R. (2014). Reason and reaction: the dual route of the decision-making process on Facebook fan pages. Electronic Markets, 24(4), 297-308.
31. Maringe, F. (2006). University and course choice: Implications for positioning, recruitment and marketing. International Journal of Educational Management, 20(6), 466-479.
32. Martinez, E., & De Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of consumer marketing, 21(1), 39-50.
33. Rutter, R., Lettice, F., & Nadeau, J. (2016). Brand personality in higher education: anthropomorphized university marketing communications. Journal of Marketing for Higher Education, 1-21.
34. Rutter, R., Roper, S., & Lettice, F. (2016). Social media interaction, the university brand and recruitment performance. Journal of Business Research, 69(8), 3096-3104.
35. Segrave, J., Carson, C., & Merhout, J. W. (2011). Online Social Networks: An Online Brand Community Framework. Paper presented at the AMCIS.
36. Taecharungroj, V. (2017). Higher education social media marketing: 12 content types universities post on Facebook. International Journal of Management in Education, 11(2), 111-127.
37. Tanomkitti, K. (2017). Mahidol Channel: Thriving university media that transforms difficult knowledge and research to easy contents. Retrieved from https://www.adaymagazine.com/interviews/dialogue-67
38. Wæraas, A., & Solbakk, M. N. (2009). Defining the essence of a university: Lessons from higher education branding. Higher education, 57(4), 449-462.
39. Whisman, R. (2009). Internal branding: a university's most valuable intangible asset. Journal of Product & Brand Management, 18(5), 367-370.
40. Yamane, T. (1973). Statistics: An introductory analysis.
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