รูปแบบการเรียนรู้ผ่านสื่อสังคมตามแนวคิดการสื่อสารการตลาดแบบบูรณาการ ที่ส่งเสริมการรับรู้ การมีส่วนร่วม และการยอมรับนวัตกรรมของนักศึกษา วิทยาลัยชุมชนยโสธร

Abstract

The purposes of this research were to: 1) study the learning model via social media based on integrated marketing communication concept to enhance perceptions participations and innovation acceptance of Yasothon Community College’s students. 2) to develop social media based on integrated marketing communication concept to enhance perceptions participations and innovation acceptance of Yasothon Community College’s students, 3) to compare the learning achievement between pre-test and post-test.
The research sample were 21 students in the first year students at Yasothon Community College’s Students.The research instruments were the 1)pre-test work sheet and post-test 2) Learning via Social Media 3) assessment of participation, recognition and acceptance of innovation. The research findings revealed that 1) the learning model via social media based on integrated marketing communication concept comprise that (1) Input step: comprise that the elements of social media (instruction, interaction and internet). (2) Process step: comprise that 3 steps: analysis, design of activity and resources and instructional assessment. (3) Output step: comprise that the assessment for learning through social media based marketing communications integrated participation, acceptance and adoption innovation. 2) the results of learning model via social media based on integrated marketing communication concept that the model was evaluated by the experts that at the highest level ( = 4.78) and 3) the learning achievement scores after learning through learning model via social media based on integrated marketing communication concept to enhance perceptions participations and innovation acceptance was higher than pre-test (pre-test 51.75 and post-test 78.49) 4) the results of perceptions, participations, and innovation acceptance of Yasothon Community College students via social media based on integrated marketing communication concept that at the highest level ( = 4.52) comprise that 3 areas: 1) the results of perceptions that the students can use via social media but more advice from the teacher ( = 4.86) 2) the results of participation that the students can follow the activities via social media ( =4.86) and 3) the results of innovation acceptance that the students acceptance via social media  ( = 5.00).