องค์กร Corporate Communication of PTT Public Company Limited with Elaboration Likelihood Methods of Concerning Publics to Recognize the Organization

Abstract

This research is type of quantitative research and was conducted using in-depth interview approach. The objectives were to investigate the influence of PTT’s media recognition to the stakeholders, and also to study motivation and ability to gain the stakeholders’ recognition. 733 sets of questionnaires were used on two selected groups of people i.e. direct stakeholders (e.g. employees and directors) and indirect stakeholders (e.g. partners, customers and presses). The results obtained were analyzed using Hierarchical Regression Analysis method. Furthermore, two of the academics were interviewed (i.e. an academic who specializes in energy which related to PTT’s communications and an academic who is a thought leader in energy which related to public communications and social movement with PTT)

          Elaboration Likelihood Model (ELM) was used as a guide line process for individual to either accept the media’s recognition or not which determined by two factors i.e. individual’s motivation and ability to evaluate the information being presented.

          The results of the study shown that;PTT’s media recognition influence on all 6 sides of the Good Governance whereas individual’s motivation and ability to evaluate the information does not influence all 6 sides of the Good Governance. Thus stakeholder is more likely to behave according to the Peripheral Route which relies on general impression such as feeling to evaluate the information at hand. Therefore ELM cannot be used as a solid guideline to fully support this research. Nevertheless, the study has also shown that personal media has proved to be the most effective method that can be used to persuade stakeholders to recognize all 6 sides of Good Governance and the trust in PTT compared to other studied methods.