Communication Effectiveness of the Center for COVID-19 Situation Administration (CCSA)
Keywords:
Communication Effectiveness, Center for COVID-19 Situation Administration (CCSA), COVID-19Abstract
This research aims to study the factors affecting communication effectiveness of the Center for COVID-19 Situation Administration (CCSA). The sample comprised some 400 people living in Songkhla Province, Thailand. The research instrument was a questionnaire, which was then analyzed according to frequency, percentage, maximum, minimum, mean, standard deviation, and multiple regression analysis. The findings revealed the factors most affecting communication effectiveness of the Center for COVID-19 Situation Administration (CCSA) including, sorted from high to low, attitude, content, capabilities of the audience, clarity of information, and understanding of the spread of coronavirus 2019. In addition, the communication effectiveness of the Center for COVID-19 Situation Administration (CCSA) of opposition party supporters is different from those who support government parties or those who do not support any party. Opposition party supporters thought that the communication effectiveness of the Center for COVID-19 Situation Administration (CCSA) was less effective than those who do not support any party. Altogether, the factors considered explain 70.6% of the variance in the communication effectiveness of the Center for COVID-19 Situation Administration (CCSA).
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