The relation of the media exposure behaviors and the organizational image of a university in Nakhon Ratchasima

Abstract

         The research titled the relation of the media exposure behaviors of Nakhon Ratchasima people upon a university organizational image had the following aims : 1) to investigate Nakhon Ratchasima people perception upon a university, 2) to investigate media exposure behaviors of Nakhon Ratchasima people upon a university and study 3) to relation of the media exposure behaviors of Nakhon Ratchasima people upon a university organizational image. Taro Yamane’s formula was first employed to assign the number of samples from 5 Nakhon Ratchasima densely-populated districts and 400 participants was the final number. The participants were selected using Purposive Random Sampling and participants were asked to complete the questionnaire. SPSS was used to analyze obtained data in terms of frequencies, average, percentage, standard deviation and correlation. The results were as follows ;

1. Perception towards a university organizational image in accordance with its general responsibility was at a medium level especially the providing academic services which was reported at the most followed by producing the graduates and preserving cultures together with taking good care of the environment respectively. 


2. Participants reported that they had gained many beneficial things from the university’s news. Concerning how often the sample was exposed to news and other information, social media (VU News Facebook Fan page) was reported to be the most viewed channel.


3. Although it is generally true that people who exposed the media from the university view the university’s organizational image more favorably, this relationship was reported at the low level.

The people who gained something from the media from view university, the university’s organizational image more favorably at a high level