INNOVATIVE COMMUNICATION INFLUENCING EFFECTIVENESS OF EDUCATIONAL INSTITUTE

Abstract

Abstract—The objectives of this research were to study the innovative communication that affect effectiveness of educational institute in case of Faculty of Management Sciences, Suan Sunandha Rajabhat University. The research approach uses quantitative research. The sample consisted of 100 personnel of Management Sciences, Suan Sunandha Rajabhat University, selected by a simple random sampling method. The data collection used questionnaires tested for the validity and reliability of the questionnaires. Statistics used in the analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results revealed that the level of communication innovation within the organization, overall was at a high level. The level of operational effectiveness was at a high level. Moreover, the results revealed that the innovative communication in terms of target grouping, the use of technology, the use of content, the use of context and the use of personal influenced effectiveness performance of Faculty of Management Sciences, Suan Sunandha Rajabhat University. While the use of context did not influence the effectiveness of the operation which was inconsistent with the research hypothesis.