The purposes of this research are to study the causal relationship model about the influence of social responsibility on corporate image and brand loyalty of bird’s nest industry and to verify the consistency of the model with empirical data. 352 samples are the consumers of bird’s nest product who live or work in Bangkok. The research tools include questionnaire Statistical Package for the Social Science for Windows Program for statistical analysis and Linear Structural Relationship Model for analyzing causal relationship model. The result shows that the model of the influence of social responsibility on corporate image and brand loyalty of bird’s nest industry is consistent with empirical data considered by the chi-square statistics = 18.86 df = 11 p–value = 0.06 GFI = 0.99 AGFI = 0.95 SRMR = 0.021 RMSEA = 0.045. All variables in the model indicate that the variance of the brand loyalty of bird’s nest industry is at 77%. The social responsibility has a positive direct influence on the brand loyalty and indirect influence on the corporate image. Moreover the corporate image directly influences the brand loyalty. The result indicates that positive social responsibility makes good corporate image and it resulted in brand loyalty.

Music Piracy Is A Ever-Changing Challenge – Thailand’s Music Market Continues To Be Distorted By Unfair Competition FromUnlicensed Services Which Affects Income Of Rights Owners. In Order To Find The Solution For Music Industry The Purpose Of This Research Is To Determine Integrated Marketing Communication In Campaign Affecting To Deter Unauthorized Buying Or Downloading Of Copyrighted Music. The Research Tool Employed In This Study Is A Questionnaire To Enable Statistical Analysis From The Desired Sample Of 410 Subjects Around Thailand And 60 Subjects Who Were Trained In This Programme Regarding Copy Right Music. The Results Show That Integrated Marketing Communication For Communications In Campaign To Deter Unauthorized Buying And Downloading Of Copyrighted Music Which Includes; Advertising Sale Promotion Public Relations And Direct Marketing Cannot Change Consumers’ Behaviour To Stop Music Piracy. However The Chi-Square Test Results Show That Consumers’ Decision With Regard To Deter Unauthorized Buying And Downloading Of Copyrighted Music Depends On Price Law Social Acceptance And Religion Belief With A Level Of Significance At 0.01. Hence We Can See That Thailand’s Music Industry Is A Business Whose Success Depends On These Factors. It Recommend That Government Policy Makers And Entrepreneurs Should Target Direct Strategies With A Greater Focus On The Role Of Them.

Music piracy is the copying and distributing of recordings of a piece of music for which the rights owners; composer recording artist or copyright-holding record company did not give consent. In order to understand the situation in Thailand the purpose of this paper is to determine factors affecting the unauthorized buying and downloading of copyrighted music. The research tools employed in this study are a questionnaire to enable statistical analysis from the desired sample of 410 subjects and focus group interview 30 subjects from every region in Thailand. The findings show that subjects are influenced in their decision to unauthorized buying and downloading of copyrighted music because of integrated marketing communication; advertising sale promotion public relations and direct marketing in the neutrul level. However the Chi-Square Test results further show with a level of significance at 0.01 that consumers’ decision with regard to unauthorized buying and downloading of copyrighted music depends on price law social acceptance and religion belief which are confirmed by focus group interview. Hence these are a key factor in influencing consumers to enroll for music piracy in Thailand that the rights owners and the policy makers should consider for to prevent or stop this illegal behaviour.

The purposes of this research are 1) to study the demographic characteristics and behavior in purchasing via line application and 2) to compare the level of satisfaction in purchasing via line application for an open chat consumer group Kheha Thanee 4 Village Bangkok. This study applied quantitative methods and the research instrument was an online questionnaire. The sample group of this study consisted of 306 consumers members of the open chat consumer group Kheha Thanee 4 Village Bangkok. The data were analyzed by frequency percentage mean standard deviation and the researcher tested hypothesis with T Test and One Way ANOVA. The research findings were as follows:

This research is a quantitative research. That have the objective to study 1)demographic characteristic affecting on purchasing decision through JD Centralapplication 2) online marketing communication affecting on purchasing decision through JD Central application. The sample is customers who purchase products through the JD Central application of 400 persons. The researcher selected purposive sampling by using questionnaires with the reliability of each variable between .906 - .949. Statistics used to analyze data were frequency percentage mean standard deviation one - way analysis of variance and multiple regression analysis with a statistical significance level of .05. The results showed that 1) most of the respondents were male 54.00 percent age between 18 - 31 71.00 percent bachelor’s degree 66.50 percent status of single people 71.75 percent sudents 36.25 percent Income/month less than 15000 baht 36.50 percent and family size 3 - 4 people 54.50 percent 2) demographic characteristics affecting on purchasing decision through JD Central application with a statistical significance of .05 were education levels 3) online marketing communication affecting on purchasing decision through JD Central application with a statistical significance of .05 were Website Twitter and Facebook.