The attitudes of Instagram users toward code-mixing in Instagram advertising : a case study of an international study consulting company

Name: Raksuda Junsom

keyword: Code-mixing

; Instagram

; Advertising

Abstract: Language is the most widely used means of communication in the world. Although English is not an official language in Thailand, it is widely used by Thai people in a variety of contexts, such as education, business, science, and social media. As a result, the mixing of English and Thai seems natural when the two languages come into contact. This study investigated Instagram users’ attitudes toward the use of code-mixing in Instagram advertising. The data were gathered from 100 participants who followed the Instagram account of an international study consulting company via an online questionnaire. According to the findings of the study, the majority of respondents had a positive attitude towards code-mixing in Instagram advertising in terms of three components: affective, behavioral, and cognitive (Eagly & Chaiken, 1993). Most participants liked and had no difficulties understanding code-mixing used in Instagram advertising. The findings of this study offer evidence of the impact of code-mixing in advertising and could be valuable to marketers or advertisers who incorporate code-mixing in advertising

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Rungsima Jeanjaroonsri

Role: advisor

Created: 2021

Modified: 2023-05-03

Issued: 2023-05-03

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2021.757

eng

DegreeName: Master of Arts

Level: Master's Degree

Descipline: Career English for International Communication

Grantor: Thammasat University

©copyrights Thammasat University

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	11556raksuda.pdf	1.46 MB

ใช้เวลา

0.033211 วินาที