Source’s Credibility of Personal Media, " Peck Palitchoke Ayanaputra," on Persuasive Communication to Using Products and Services of Advanced Info Service PLC.

Abstract

The objectives of the research are 1) to study on perceived credibility of personal media, " Peck Palitchoke Ayanaputra,” in relation to communication to persuade target group to select products and services of AIS; 2) to study on the correlation between perceived credibility of Peck Palitchoke Ayanaputra and exposure to information from Peck Palitchoke Ayanaputra of the target group; and 3) to study on the correlation between exposure to information from Peck Palitchoke Ayanaputra and opinions towards persuasive communication of target group that is using products and services of AIS. This research project is a quantitative research work in which a survey is conducted. The findings from the research show that the majority of the samples are females whose age range is 21-30 years, with the highest education being bachelor's degrees and monthly income of 15,001-30,000 baht, working as employees of private companies. The results of the hypothesis test on the correlation between the perceived credibility of personal media and persuasive communication show that the samples have the overall perception towards the credibility of Peck Palitchoke Ayonbutra in the communication to persuade target group to use AIS products and services is in the highest level. This means that the more credible communicating personal medium is communicated the more opportunities to communicate to persuade the samples to use products and services there are,. In addition, concerning the correlation between the exposure to information from personal media through various media and the persuasive communication, it has been found out that the samples’ exposure to information about AIS from Peck Palitchoke Ayonbutra through the media has the positively moderate correlation with persuasive communication for products and services in the overview. This means that not all media persuasive communication techniques will influence the samples’ selection of products and services. From the results of the study, the activity media category has the highest correlation value, and the mass media category has the lowest correlation compared with media of other types.