THAI NEWS ORGANIZATION’S CORPORATE BRAND CREDIBILITY INDICATOR
DOI:
https://doi.org/10.14456/nrru-rdi.2023.24Keywords:
Brand credibility indicators, Media credibility, News credibility, Journalist credibilityAbstract
The objective of this qualitative data analysis is to 1) synthesize indicators of news organization credibility from research studies conducted in foreign and Thai, 2) analyze the alignment between the synthesized research indicators and the principles of professional ethics and the concepts of branding and brand equity in news organizations, and 3) provide Thai news organization’s corporate brand credibility indicator. The sample were retrieved from 3 foreign online academic databases and 4 in Thailand by purposive sampling, especially in research that conducted for indicators. There were totals of 107 foreign studies on media credibility and 12 in Thailand. The general data classification and reliability indicator classification form was a tool for synthesizing with reliability to 1.00 in both versions. Collecting data through research article search from the online database spanning from 1961 to 2022. Data were analyzed using percentage calculations and content analysis. The study found that: 1) The synthesized indicators of credibility amount to a total of 150 indicators, 2) The analysis results revealed additional indicators from (1) professional ethics, totaling 9 indicators, (2) branding concepts and brand equity, totaling 4 indicators, and (3) emerged in the research, branding concepts, and professional ethics, totaling 7 indicators. Furthermore, 3) the development of suitable indicators (IOC≥0.5) resulted in a total of 61 indicators, which can be used as guidelines for building and maintaining the credibility of news organization brands in Thailand.
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