Nimitmai Review Journal

Research on the Advantages and Difficulties of Online Celebrities' Live Stream Shopping under the 4C Theory

LIU YAO, Nithima Yuenyong — Fri, 30 Aug 2024 00:00:00 +0700

The purpose of this paper is to investigate the current situation of online celebrities live shopping, and analyze its advantages, disadvantages and difficulties. This study takes the 4C marketing theory as the guiding framework, analyzes the current situation of online celebrities' live shopping through empirical research, and puts forward relevant suggestions for its problems. In this paper, 547 valid questionnaires were collected, and the questionnaire was analyzed by SPSS for descriptive analysis, reliability and validity. The conclusion shows that the advantages of online celebrity live shopping include rich product information, lower product prices than other channels, personal charm of Internet celebrity anchors and communication atmosphere in live broadcasting. The main problems are reflected in the insufficient supervision of the platform, the unbalanced quality of anchors, the high time cost, and the imperfect after-sales system. Establish the marketing concept with consumers. Pay attention to the application of big data. Before marketing, businesses use big data to analyze user preferences, understand the main characteristics and characteristics of audience groups, establish and continuously improve consumer databases, and paint accurate and comprehensive consumer portraits. After that, it is necessary to formulate more targeted propaganda language based on the actual situation, so as to enhance the awareness and attention of users to the live broadcast content. Secondly, in the process of live broadcast, merchants observe the user's data in real time, understand the user's information about the product price, product characteristics and brand loyalty, and adjust the product price in real. The interests of consumers should be guaranteed to the greatest extent on the premise of ensuring the interests of enterprises (Liang, 2018). After the live broadcast, enterprises can also collect consumers' information, contact with some consumers, and understand consumers' views on live broadcast, laying a good foundation for future improvement and optimization.

A study on the Impact of Big DATA on Education Management in Chinese Universities and Countermeasures

Shen Gao — Sat, 12 Oct 2024 00:00:00 +0700

Big data is significantly impacting all aspects of human society, leading to a transformation in people's cognitive, operational, and lifestyle patterns. Furthermore, it alters the productivity and production relationships within society and is considered a valuable asset for the future, comparable to "new oil," "new gold mine," "new resources," and an "innovation engine." It is considered a very valuable asset for the future, comparable to "new oil,” “new gold mine," "new resources," and a "new engine" for innovation. Since 2012, the United States, the United Kingdom, France, Japan, South Korea, and other developed nations have prioritized big data as a key component of their national strategies. In 2015, China explicitly stated its objective of "implementing the national big data strategy" during the Fifth Plenary Session of the 18th CPC Central Committee. To address the challenges posed by the era of big data, the government must collaborate closely with corporations, universities, and research organizations and harness society's collective strength to actively participate. In and universities will play a significant role and exert influence in this current era of big data. Despite the numerous challenges faced by China's education big data sector, university big data research possesses distinct advantages, making the future of big data research and application in education administration highly promising. Management is a form of productivity that can be more crucial than other elements in certain situations. The integration of big data into education management indicates a significant advancement in the field of education management in colleges and universities. Utilizing big data enables us to forecast trends, extract value, and encourage colleges and universities to generate new knowledge more intelligently. In contrast to big data applications in the business sector, big data in universities primarily emphasizes the exploration of correlations and the subsequent identification of causal linkages.

Green Synergy: The Impact of Knowledge Sharing, Green Dynamic Capabilities, and Business Model Innovation on Green Innovation in Manufacturing Enterprises

Jiaying Qin, Chaithanaskorn Phawitpiriyakliti, Sid Terason — Sat, 11 May 2024 00:00:00 +0700

More and more enterprises are turning their attention to green innovation (GI), and business leaders have realized that it's a crucial tool to address the aforementioned environmental issues. While current literature has investigated green innovation from the perspectives of environmental taxes environmental regulations, environmental equity, trading green credit, few studies have explored the effects of business model innovation on green innovation in the context of government pressure and under conditions of uncertainty. Based on theories such as the resource-based view and dynamic capabilities, this research presents a novel framework for investigating how green knowledge sharing (GKS), and green dynamic capabilities (GDC) business model innovation (MBI) affect green innovation (GI). Data consisted 482 respondents from Chinese manufacturing industries, and seven substantial hypotheses were verified regarding the direct, mediating effect of targeted variables in confounding ways using partial least squares structural equation modeling. The finding shows that both green knowledge sharing green dynamic capabilities and business model innovation have significant and positive impacts on and green innovation. Furthermore, the influence of business model innovation on green innovation under government encouragement is crucial, which is an aspect has been less explored in existing literature. This research validated the study hypotheses, further confirming the connections between green knowledge sharing, green dynamic capabilities, business model innovation, and green innovation. Overall, this study offers robust theoretical support and empirical evidence to comprehend and drive the development of green innovation in Chinese manufacturing enterprises.

Management Construction of University Traditional Orchestras in Shandong Province, China

Wen Duan, Fuangfa Amponstira — Fri, 14 Jun 2024 00:00:00 +0700

As a special form of expression of traditional culture and elegant art, folk music troupe plays an important role in practical teaching in Chinese universities. The establishment of traditional orchestra( TO )has become a symbol of highlighting the quality of practical teaching in Chinese universities. However, the development of folk music troupes in Chinese colleges and universities is not balanced. There are many problems, such as incomplete establishment, unbalanced performance level, lack of sustainable development motivation and so on. Based on the extensive investigation, this study selects five schools at different levels, including Dezhou University, Liaocheng University, Shandong University (Weihai), Ocean University of China and Zaozhuang College, to conduct a questionnaire survey and case study, using the research methods of anthropology, sociology and art education management to explore the college folk music Troupes The scientific nature, effectiveness and internal regularity of the operation and management mode can scientifically solve various problems existing in the development process of the above-mentioned college folk music troupes, and provide a complete set of theoretical basis and practical examples for the construction of the operation and management mode of Chinese Ordinary University TO. The viewpoint of this paper is based on the investigation of local college folk music troupes in Shandong Province. The theory prototype of College folk music troupe management mode constructed by the principle of art management should be constantly applied to the actual project. According to the implementation of the project, the theory should be fully combined with practice and interactive sublimation can establish a real suitable one The theory and method of educational mechanism in Chinese universities. Due to the constraints of time, funds, personal energy.

The Impact of Social Innovation and Perceived Values Towards Cultural Tourism in Rural Villages in Anhui, China

Fri, 14 Jun 2024 00:00:00 +0700

This study investigates the influence of social innovation and perceived values in creative tourism in China. Using a mixed-methods research design, the study focuses on travelers and community leaders in rural areas. The results show significant differences social awareness and innovative collaboration. The study also evaluates the structural validity of a questionnaire using Pearson correlation coefficients and validated factor analyses. The findings have implications for tourism destination growth and policies in rural villages in Anhui, China. Primary contributors to a community's status as a creative tourism include social innovation, value perception, creative tourism, local management, responsible tourism practices, and collaboration with local businesses and stakeholders. Social innovations, involving cooperation and solutions to societal problems, can overcome tipping points in three phases, influencing tourism development by examining characteristics and actors' motivations. This can lead to environmental benefits like resource conservation and reduced carbon emissions. Integrated leadership development with environmentally responsible practices can align businesses with responsible tourism principles and contribute to the overall well-being of their locations. Implementing environmental initiatives can lead to resource conservation and reduced carbon emissions. Integrating leadership development programs with responsible tourism practices aligns operations with local well-being, enhancing reputation and customer loyalty, and attracting top talent. Future research should integrate research and development and operational research to explore creative tourism and agritourism, revealing potential synergies and impacts. This interdisciplinary approach could uncover sustainable development opportunities, community engagement in rural areas, and strategies for economic growth and cultural preservation. This could lead to innovative tourism products and experiences.

The problem of managing the sub-district community welfare fund in Chachoengsao Province

Thu, 01 Aug 2024 00:00:00 +0700

The objective of this research was to study the management problems of sub-district community welfare funds in Chachoengsao province. The research sample was 392 peoples. The tools used to collect were questionnaires. Analysis of statistical data used were percentage, mean and standard deviation. The findings revealed that: The problem of managing the Sub-district Community Welfare Fund in Chachoengsao Province Overall, the management of the Sub-district Community Welfare Fund in Chachoengsao Province has a large problem. If you consider each aspect, it is found that the financial management system has a lot of problems in managing the sub-district community welfare fund in Chachoengsao province. In terms of information systems, there is a moderate problem in the management of sub-district community welfare funds in Chachoengsao province. In terms of regulation or regulation, there is a problem in the management of the sub-district community welfare fund in Chachoengsao province to a large extent. In terms of the committee system, there are problems in the management of sub-district community welfare funds in Chachoengsao province to a large extent. In terms of membership system, there are problems in the management of sub-district community welfare fund in Chachoengsao province at a high level and in the welfare system there is a problem in managing sub-district community welfare fund in Chachoengsao province is large extent. Suggestions is Local government organizations should promote and support community welfare. To find a clear and appropriate point that is concrete as an agency that supports community welfare. The public sector is the main organizer of community welfare activities. For the stability and sustainability of community welfare work.

Impact of Interpersonal Trust on The Creative Behaviour of Employees in The Chinese Banking Industry: A Mediate of Knowledge Sharing and Moderation of Creative Self-efficacy

Qiang Liu, Tippawan Lertatthakornkit , Yada Wannasuk — Mon, 12 Aug 2024 00:00:00 +0700

Innovation drives social development, and employees' creative behaviour is the endogenous power of innovation. Innovation is the result of the exchange of ideas and the knowledge-sharing process of interpersonal trust, which leads to new ideas and methods. Some employees have a high sense of creative self-efficacy and are more likely to behave innovatively and more frequently. Banks, as large financial institutions, rely on innovation for their growth and the knowledge management systems they have in place to enable more efficient knowledge sharing provide a good basis for the emergence of employees' creative behaviour. Interpersonal trust among employees is considered to be an important influencing factor in the occurrence of employees' creative behaviour, and the influencing institutions involved are worth exploring. This study attempts to understand interpersonal trust, knowledge sharing, employees' creative behaviour, and creative self-efficacy, and to explore the intrinsic links between them. This was supported theoretically through extensive literature research and the establishment of viable scales. After collecting 500 valid questionnaires, quantitative analyses and tests were conducted using SPSS and AMOS. The study found that interpersonal trust has a positive impact on employees' creative behaviour, and that knowledge sharing mediates the mechanism by which interpersonal trust influences employees' creative behaviour. In addition, creative self-efficacy has a positive moderating role in this mechanism. These results, on the one hand, enrich the research on the issue of employee innovativeness behaviour, especially by considering both intermediate and moderating variables, and on the other hand, provide feasible suggestions for the development of bank innovation in terms of human resource management.

Empirical analysis of the factors influencing the employment of art undergraduates in local colleges and universities: Chengdu University, China

Yiling Wang, manoch prompanyo — Fri, 30 Aug 2024 00:00:00 +0700

Political outlook, mother's education level, role of communication place, career planning and interpersonal communication have a direct or indirect impact on employment. This paper points out that the employment rate of art graduates of local colleges and universities can be enhanced by strengthening the management of cultural courses, exploring the multi-path of improving the overall quality, strengthening the construction of exchange places, building a part-time employment guidance team, and setting up parent training and liaison projects. First, at present, the employment rate of art graduates from local colleges and universities is relatively low. Under the statistical caliber that only includes entering a higher education and signing employment agreements, the overall employment rate is about 21.44%-34.96%, and it is in the father's education Based on 170 case data from Q University College of Art, using interval estimation, column table analysis and logistic regression analysis, it is found that the employment rate of new undergraduates in the art category of local colleges is low, and there are significant differences in the subgroup variable of father's education level; Variables such as cultural basic course results, level. There are significant differences in grouping variables. Second, variables such as the ranking of cultural class scores, political outlook, mother's education level, and the role of communication venues have a significant impact on the employment of art graduates from local colleges and universities, and the two variables of career planning and interpersonal communication have a substantial impact. The above exists but has the characteristics of concealment and indirectness.

The Influence of Social Innovation, Value Perception, and Leadership on Tourism Destination in Chaina’s UNESCO Creative cities.

Gang Zhao, Manoch Prompanyo — Fri, 30 Aug 2024 00:00:00 +0700

This study explores team leadership, value perception, and social innovation in China's UNESCO-designated creative cities. The research uses a mixed research design, including questionnaires, descriptive statistics, multiple regression analysis, and SEM, with a target population of travelers and community leaders in rural areas. The study reveals significant differences in self-management, decision-making, and relationship skills among team leaders, as well as social awareness and innovative collaboration among team members. The study emphasizes the importance of service innovation and creative service concepts in fostering innovation. The study also evaluates the structural validity of a questionnaire using Pearson correlation coefficients and validated factor analyses. The principal component analysis method was used to identify shared factors and classify 12 question options into one common factor. Construct validity was tested using exploratory factor analysis, confirmatory factor analysis, and convergent validity. The study concluded that the structural model of the teamwork synergy toughness scale converges well, with significant relationships between organizational toughness and measurement index variables. The findings have implications for tourism destination growth and policies in rural villages in Anhui, China. Primary contributors to a community's status as a creative tourism destination include team leadership skills, social innovation, value perception, creative tourism destinations, local destination management, responsible tourism practices, and collaboration with local businesses and stakeholders. Effective team leadership fosters collaboration and creativity, leading to unique tourism experiences. Policymakers should consider incorporating social innovation initiatives into their development plans to attract more tourists and promote economic growth in rural villages. The study should emphasize the importance of leaders having good communication skills and the capacity to empower team members. Leaders may foster cooperation and idea-sharing among team members by establishing open and transparent communication channels, thereby fueling innovation and creativity in creative tourist destinations.

Impact of Sports Tourism Destination Image to Travel Intention of Sports Tourism Destinations, Mediation as Perceived Value

Wentao Liu , Manoch Prompanyo — Fri, 30 Aug 2024 00:00:00 +0700

This paper aims to explore the relationship between the independent variable sports tourism destination image and the dependent variable tourism intention with perceived value as the intermediate variable. The study selects Shanxi Province as the sports tourism destination, Taiyuan citizens as the survey object, randomly distributes 400 questionnaires, and recovers 335 valid questionnaires, which meet the research requirements through reliability and validity tests. This research adopts the way of questionnaire survey to conduct quantitative research. The main content of the analysis is item correlation analysis, regression analysis and structural equation model analysis. From the analysis results, the image of sports tourism destination has a significant positive impact on tourism intention, the perceived value has a significant positive impact on tourism intention, and the image of sports tourism destination has a significant positive impact on perceived value. Therefore, it is recommended to be oriented by market demand, build a multi-level leisure and entertainment product system, and enhance product connotation through national traditions and historical culture, thereby enhancing competitiveness. First of all, build a multi-level sports product system suitable for different tourists' consumption, encourage the creative development of tourism sports, improve the quality of tourism sports, and encourage tourists to produce positive behaviors. Secondly, through the construction of a multi-level leisure sports tourism product system to meet the needs of tourism consumers of different consumption levels, so as to be market-oriented and accelerate the upgrading of leisure sports tourism products through creative development. Finally, through the protection and excavation of national traditions and historical and cultural resources, highlight the combination of national traditions and sports products in sports tourism destinations, so that sports tourism products have positive cultural value.

Perceived Corporate Social Responsibility Effect on Job Performance of Research and Development Staff in Industrial Companies: The Mediating Role of Affective Commitment, Dalian, China

Ye Tian, Wasin Phromphithakkul — Fri, 30 Aug 2024 00:00:00 +0700

As more and more people pay attention to corporate social responsibility (CSR), the research is also deepening. Perceived corporate social responsibility (PCSR) as a part of CSR has also received attention. However, PCSR of research and development (R&D) staff in industrial companies is still insufficient. The purpose of this paper is to study: (1) The relationship between each dimension of PCSR and each dimension of job performance; (2) The relationship between each dimension of PCSR and affective commitment; (3) The relationship between affective commitment and each dimension of job performance; Finally, it reveals the action mechanism of affective commitment between each dimension of PCSR and each dimension of job performance for R&D staff in industrial companies. This paper takes R&D staff of industrial companies in Dalian region of China as sample. Structural equation model (SEM) technology is conducted on 452 valid questionnaires. The findings are as follows: 1)Each dimension of PCSR plays a significantly positive role in predicting task performance; Employee, consumer, and environmental perception respectively has a significantly positive effect on contextual performance among R&D staff in industrial companies. 2)Each dimension of PCSR has a significantly positive effect on affective commitment. 3)Affective commitment of R&D staff in industrial companies plays a significantly positive role in predicting each dimension of job performance. 4)Affective commitment of R&D staff in industrial companies plays a significant mediating role between PCSR dimensions and job performance dimensions. However, there is heterogeneity in the mediating effect between different dimensions. From the conclusion of this paper, enterprises should pay more attention to the partner dimension of CSR implementation, and the good performance of partner responsibility perceived by employees will also directly affect employees' affective commitment to the organization.

Mediating Effects of Organizational Commitment on The Relationship Between Leadership Behavior and Job Satisfaction of art Teachers in Shenyang, Liaoning Province

wang zihao, Peerapong Tipanark, Pornthep Mengman — Fri, 30 Aug 2024 00:00:00 +0700

The objectives of this research were: 1) to propose a model of mediating effects of organizational commitment relationship between leadership behavior on job satisfaction of art teachers in Shenyang, Liaoning province 2) to evaluate the model fit with the empirical data, and focus to the variables were influenced the job’s satisfaction of art teachers. The total population of this study included 564 art teachers from schools of art in Shenyang. A stratified random sampling method was used to sample, totaling 270 person which calculated from G*Power program. The instrument for collecting data was a questionnaire. Descriptive statistics and inferential statistics were used to perform data analysis by using statistical computer software. Research results revealed that: 1. A mediating effects relationship between administrator’s leadership behavior and teacher’s job satisfaction model fit with the empirical data at statistical significant p < 0.01, the value of the full model: Chi-square = 241.98, df = 62, GFI, AGFI, CFI, NFI = 0.95, and SRMR= 0.04. 2. Administrators behavior had a directly influence teacher’s job satisfaction and organizational commitment.3. Administrator’s leadership behaviors indirectly influence job satisfaction through organizational commitment more than directly to job satisfaction. The Shenyang, Liaoning School District and provincial offices can use this research results for school administrators, as a result of this research, in particular, with personnel bipartisanship, which is a priority in the work of the organization to be accomplished. Administrators must have leadership behavior like as transformational leadership style, which is critical to job engagement/commitment and organization, because this gives people a sense of commitment.

The Results of a Service Innovation Value and Creative Leadership Innovation Team on The Hospitality Industry’s Performance in Chaina

Tao Ma, Chayanan Kerdpitak — Fri, 30 Aug 2024 00:00:00 +0700

This research investigates the impact of service innovation, creative leadership, and innovation teams on the operational effectiveness of the Chinese hospitality sector. The investigation employs a mixed-methods approach, incorporating both quantitative and qualitative methods. The study analyzes the top 10 best Sichuan 5-star hotels in the city using probability theory and basic random sampling from a lottery technique. A survey was conducted among 400 individuals in five hotels located in Chengdu, China, with a specific emphasis on the ten finest five-star hotels in Sichuan. The research explores the impact of creative leadership, innovation teams, and service innovation on the performance of the Chinese hospitality industry. The study emphasizes the importance of creative thinking, problem-solving, communication, task understanding, collaboration, and team values. In the digital age, hotels can connect with local attractions, offer creative service ideas, and provide affordable transportation The study investigates the impact of creative leadership, innovation teams, and service innovation on the performance of the Chinese hospitality industry. It reveals that creative leadership encourages innovation, feedback, and detail, while innovation teams and service innovation have a positive influence on performance. The research also shows that Creative leadership significantly affects service innovation (SI) and information technology (IT), with a path coefficient of 0.523 and a C.R. value of 5.208. To innovate services and succeed in a competitive market, it advises prioritising creative leadership and IT. The study found that creative leadership, innovation teams, and service innovation positively impact performance in China's hospitality industry, with service innovation mediating the relationship between these factors. This suggests that fostering a culture of creativity and innovation within leadership and teams can lead to improved performance in the hospitality sector. Implementing service innovation strategies may be a key driver in realising these benefits and gaining a competitive edge in the market.

Public Participation in Local Development: A Case Study of Local Government Organizations in Wang Man Subdistrict, Wat Sing District, Chainat Province

waraporn subruangthong, Anantachat Buasuwan — Sat, 14 Sep 2024 00:00:00 +0700

The research aimed to study 1) the level of public participation in local development 2) comparing personal factors with public participation in local development of Wang Man Subdistrict Administrative Organization, Wat Sing District, Chainat Province. The sample group consisted of 400 people living in the area under the responsibility of Wang Man Subdistrict Administrative Organization, stratified random sampling. The data collection tool was a questionnaire with a reliability of 0.96. Data analysis was performed by frequency distribution, percentage, mean, standard deviation, t-test, one-way ANOVA with F-test, and Fisher’s least-significant difference. The research results found that 1) the level of public participation in local development of Wang Man Subdistrict Administrative Organization, Wat Sing District, Chainat Province was at a low level. When considering each aspect, the average values were as follows: operations, followed by policy determination, and monitoring and evaluation. 2) Comparison of average public participation in local development of Wang Man Subdistrict Administrative Organization, Wat Sing District Chai Nat Province classified by gender found statistically significant differences at the .05 level. Classified by occupation found statistically significant differences at the .001 level. Suggestions for applying the research results Increase public relations channels and survey readiness, including adjusting the duration of village community meetings or organizing public forums to be consistent with the context of the people, in order to provide opportunities for the people to express their opinions and participate in determining the direction of local development, making decisions on projects or activities of Wang Man Subdistrict Administrative Organization, Wat Sing District, Chai Nat Province. And open opportunities for the people to participate in the monitoring and evaluation committee by publicizing and explaining the importance of monitoring and evaluation, both directly and indirectly, and to be able to independently present opinions on community development in order for people in the community to receive the greatest benefit.

The Effect of Perceived Value, Brand Image, and Service Innovation on Student Usage of Mobile Services in Anhui Province

Xinhong Li, Chalermpol Tapsai — Fri, 30 Aug 2024 00:00:00 +0700

This study explores the use of mobile health services by Chinese students and the factors affecting their satisfaction. It focuses on service innovation, perceived value, and brand image in their behavior. The research aims to develop a factor model examining these factors, test this model, explain the relationship, and establish new criteria for service innovation. The sample size is 385 students from 22 universities in Anhui Province, including Fuyang. The target audience consists of students at two prestigious Chinese institutions: Anhui Agricultural University and Fuyang Normal University. These institutions promote research and innovation, fostering a culture of entrepreneurship among students. The study concludes with a systematic summary of the main conclusions, suggestions for improving mobile medical use intentions, and a critique of the research's shortcomings. This study explores the use of mobile health services by Chinese students and the factors influencing their satisfaction. It focuses on service innovation, perceived value, and brand image in their behavior. The study finds a strong positive correlation between service innovation, perceived value, branding image, and mobile health service characteristics, boosting credibility. Factors such as user readiness, willingness to use, healthcare professionals' role, perceived usefulness, ease of use, and accessibility were found to affect user satisfaction. A MHS survey also showed positive correlations between cognitive, emotional, and action-oriented behaviors. A factor analysis model for service innovation, branding, and mobile health care was validated, showing that these variables strongly correlated with mobile health service characteristics. Usability, perceived benefits, and quality determined system success. Research should be affordable and accessible, and understanding consumer behavior and perceived value is crucial. The study shows that branding image indirectly affects performance using the Sobel test, suggesting that effective marketing requires a deep understanding of consumer behavior and value.

Communication in performing arts: The Phenomenon of The Golden Song and Best Song Contest

Palphol Rodloytuk — Fri, 30 Aug 2024 00:00:00 +0700

The objectives of this research are 1) to study the age/gender population which have different effects on viewing the singing competition program “The Golden Song” and “Best Song Contest”; 2) to study behavior in watching the singing competition program “The Golden Song” and “Best Song Contest”; 3) to study the communication of the judges who criticize the singing of the contestants to make the audience understand more; 4) to study the communication of the singing contest through music and emotions. of the song of singing contest contestants has an effect on viewing behavior of “The Golden Song” and “Best Song Contest”. The results of the research found that the program “The Golden Song” and “Best Song Contest” have a unique feature of bringing songs from the past to compete, especially songs from different generations of music teachers. Viewers of both shows love the way songs convey emotions through nonverbal sounds mixed with verbal communication. According to the principles of communication by uttering sounds, sounds are considered to be technical communication using the method of singing international Thai/traditional Thai songs (Kanchana, 1997). From the two singing contest programs, it was found that the elements of each part were inevitably related as follows: 1) receive audition tapes; 2) select finalists and choose songs to sing; 3) choose the finalists; 4) semi-finals: sing a duet with the artist; 5) sing 2 rounds each and announce the winner. Each step has scores from a committee of 4 people. What was discovered in this research was marketing and public relations and communication with the contestant until victory related to each other That is, bringing profits to program producers, station owners, and being able to produce new artists for the Thai music industry.