Development of The Causal Relationship Model for Innovative Communication Management on Image and Reputation of International Programs in Thai Universities

Conference: The European Conference on Media, Communication & Film (EuroMedia2020)
Title: Development of The Causal Relationship Model for Innovative Communication Management on Image and Reputation of International Programs in Thai Universities
Stream: Advertising, Marketing, & Public Relations
Presentation Type: Live-Stream Presentation
Authors:
Nutthaboon Pornrattanacharoen, National Institute of Development Administration, Thailand
Pratoom Rerkklang, National Institute of Development Administration, Thailand

Abstract:

The aim of this research is to study the development of the causal relationship model of the management innovation of image and reputation communication of international programs of Thai universities. This research is a mixed research using a combination of methodologies including secondary data, qualitative research, and quantitative research. The samples are students studying in bilingual or English programs at public and private high schools in the Greater Bangkok Area totaling 580 respondents. Structural Equation Modelling was used to analyze the direct and indirect effects among the variables. The results of the analysis of the structural equation of the causal relationship model of management innovation of image and reputation communication of international programs of Thai universities were consistent with the empirical data in accordance to the statistical acceptance level with Chi-Square value = 42.124 df = 31.0 Sig. = 0.088 > 0.05 and CMIN/df. = 1.359 < 2.0. This model consists of the variables of perception of news and general information, integrated marketing communication, management, image, and reputation of international programs of universities in Thailand. The model fits the empirical data. The most influential factor affecting the image and reputation of international programs in Thai universities was the program management. This is followed by the integrated marketing communication of international programs in Thai universities.