Online media strategy to build sport media interest in Thailand

Name: Tharaputh Charuvatana

LCSH: Kasetsart University -- Dissertations. Ph.D. (Sports Science) 2017

Classification :.LCCS: GV568.3

LCSH: Kasetsart University. Department of Sports Science and Health -- Dissertations

LCSH: Communication in sports -- Thailand

LCSH: Social media in sports -- Thailand

LCSH: Mass media and sports -- Thailand

LCSH: Sports -- thailand -- Marketing

LCSH: Digital media

Abstract: Sport media viewing experience is no longer a passive experience. Octagon Sport Agency and Kantar Research UK (2013) found out that sport online media audiences have a desire for supplementary, real time, information related to the sport action, and a willingness to share and seek out the opinions with other sport fans. Even though, there has been significant growth of the number of online audiences in Thailand, sport media audiences are still consume the high penetration traditional media like television. Online media are driving audiences to watch more sport television program. With a lot of sport online media activities, there is not much study in Thailand to provide the online content understanding and strategy to build sport media interest. There is the need for strategy construction to accelerate the growth of sport media industry. Mixed methodology was utilized as the guiding model for the data collection, analysis and interpretation process for this research. The research instruments were interview forms and questionnaires. For qualitative procedure, depth-interview with 7 experts was conducted and for quantitative procedure, 628 sport online users were asked to do the questionnaires. The qualitative data were analyzed by using content analysis. Descriptive statistic was analyzed by using percentage and mean. Inferential statistic was analyzed by using exploratory factor analysis, confirmatory factor analysis and logistic regression. The research results findings are 3 key factors affecting sport media interest that could be grouped together to create strategies to engage further for sport media interest from Sport Information Obesession, Sport Informant and Sport Companion. The measurement model of factors affecting sport media interest for sport media in Thailand was fit. The chi-square value was 69.6, p .017, df 5, Adjusted Goodness of Fit Index (AGFI) .864, Root Mean square Residual (RMR) .072 and Root Mean Square Error of Approximation (RMSEA) .050

Kasetsart University. Office of the University Library

Address: Bangkok

Email: tdckulib@ku.ac.th

Name: David Kent Stotlar

Role: Thesis Advisor

Name: Supitr Samahito

Role: Thesis Co-Advisor

Created: 2017

Modified: 2023-06-30

Issued: 2023-06-30

วิทยานิพนธ์/Thesis

application/pdf

URL: https://kasetsart.idm.oclc.org/login?url=https://www.lib.ku.ac.th/KUthesis/2560/tharaputh-cha-all.pdf

CallNumber: GV568.3.T43

eng

Spatial: Thailand

DegreeName: Doctor of Philosophy

Level: Doctoral Degree

Descipline: Sports Science

Grantor: Kasetsart University

©copyrights Kasetsart University

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