Chulalongkorn University Theses and Dissertations (Chula ETD)

Year (A.D.)


Document Type

Independent Study

First Advisor

San Sampattavanija


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




Recent digital disruption has negatively affected BEC World’s annual advertising revenues, especially the past six years. The company has implemented several strategies in order to maintain its business. However, it has been unclear which strategies are successful in terms of boosting up the company’s annual advertising revenues. This paper has adopted a piecewise regression model in order to see if there is a relationship between BEC World’s annual advertising revenues and digital disruption along with SWOT and Five-Force analysis so as to see if there are any relevant factors affecting the company’s annual advertising revenues. The study has revealed that there has been a negative relationship between digital disruption and BEC World’s annual advertising revenues while growth rate of real consumption expenditure has positively related to BEC World’s annual advertising revenues under piecewise regression model. The company can use provided recommendations in order to increase its annual advertising revenues by analyzing viewers’ preferences during different time slot so that it can match proper types of contents with viewers in each time slot.

Included in

Economics Commons



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