Asian Administration and Management Review

DIGITAL MARKETING AND SERVICE QUALITY THAT INFLUENCE THE BRAND IMAGE IN THAILAND

2024-04-09T11:43:05+07:00

This research is a quantitative study with the objective to analyze the influence of digital marketing and service quality on the brand image of processed agricultural products in Thailand. The research population consists of consumers using processed agricultural products in Chumphon Province. The research utilized a questionnaire that underwent quality checking. Statistical analysis methods included frequency, percentage, mean, standard deviation, and multiple regression analysis. The majority of respondents were females, aged over 40, with an occupation in agriculture, and earning a monthly income between 20,001 to 30,000 THB. Regarding opinions on digital marketing, service quality, and brand image of processed agricultural products in Thailand, brand creation had the highest average score, while customer relationship management had the lowest. In terms of service quality, integrity had the highest average score, and responsiveness had the lowest. For brand image, brand support had the highest average score, while brand reputation had the lowest. The results of hypothesis testing showed that digital marketing influencing the brand image of processed agricultural products in Thailand together predicted 71.4%, with correlation coefficients ranging from 0.086 to 0.245, statistically significant at the 0.05 level. Service quality influencing the brand image of processed agricultural products in Thailand together predicted 77%, with correlation coefficients ranging from 0.107 to 0.315, statistically significant at the 0.05 level.

ENHANCING OPERATIONAL EFFICIENCY: INVESTIGATING TECHNOLOGY READINESS, ACCEPTANCE, AND UTILIZATION OF THAILAND NATIONAL SINGLE WINDOW IN IMPORT, EXPORT, AND LOGISTICS BUSINESSES

2024-04-27T10:49:18+07:00

The research aimed to identify factors encouraging direct use, which could improve industry efficiency in the digital era. The research methodology in this research was quantitative research with survey method by using questionnaires for data collection. The respondents were 400 import, export, and logistics entrepreneurs in the Bangkok Metropolitan Region who have previous experience in using Thailand National Single Window (NSW) system. The results of hypothesis testing revealed that technology readiness (optimism and innovativeness) and acceptance and use of technology (performance expectancy, effort expectancy, social influence, and facilitating conditions) affected intention to use the system. Acceptance and use of technology (performance expectancy, effort expectancy, social influence, and facilitating conditions) affected actual usage behavior whereas intention to use the system also affected actual usage behavior. Besides, technology readiness (optimism and innovativeness) affected actual usage behavior through intention to use the system at a statistical significance level of .001.

CAPITAL POTENTIAL AND ENTREPRENEURIAL POTENTIAL AFFECTING SUSTAINABILITY OF SOCIAL ENTERPRISES BASED ON CULTURAL CAPITAL

2024-03-10T22:13:51+07:00

This research aimed to study causal variables, capital potential and entrepreneurial potential affecting sustainability of social enterprises based on cultural capital. The study was conducted among members of social enterprises in community social enterprise development model project supported by Art & Culture for Health Literacy, Thai Health Promotion Foundation (THPF) in cooperation with network partners in 4 regions consisting of the project on products from wisdom to wards Mon Pin Community Enterprise, Chiang Mai province, Sawathi Muang Samdee Sustainable Community Enterprise project, Khon Kaen province, Community Social Enterprise Pilot Project in Banglampu, Bangkok and “Songkhla Heritage” Community Enterprise Model Development Project , Songkhla province. The multiple regression analysis results of capital potential showed that cultural capital, human capital, and social capital had statistically significant effects on sustainability of social enterprises. Capital potential was effective to collaboratively predict and describe sustainability of social enterprises by 38.9%. The multiple regression analysis results of entrepreneurial potential indicated that entrepreneurial potential with respect to achievement competencies, planning competencies, and power competencies had statistically significant effects on sustainability of social enterprises. Capital potential was effective to collaboratively predict and describe sustainability of social enterprises by 62.9%.

ANALYZING THE INFLUENCE OF LEADERSHIP STYLE ON EMPLOYEE ENGAGEMENT IN DIGITAL ECONOMY

2024-03-06T11:45:49+07:00

This study investigates the impact of leadership styles on employee engagement in the digital economy, focusing on employees in Guangxi, China. Utilizing structural equation modeling to analyze data from 358 respondents, the research examines the effects of transactional and transformational leadership on engagement, with organizational commitment and psychological ownership as mediators. Results indicate a significant positive impact of leadership style on employee engagement, organizational commitment, and psychological ownership. Leadership style directly predicts employee engagement (β = 0.80, p < .001), while also influencing engagement indirectly through organizational commitment (β = 0.25, p < .001) and psychological ownership (β = 0.39, p < .001). These findings underscore the importance of leadership style in enhancing engagement within the digital economy, highlighting the mediating roles of organizational commitment and psychological ownership. This study contributes to the literature by elucidating the mechanisms through which leadership influences engagement in digital contexts, offering insights for leaders to foster a more committed and psychologically invested workforce.

THE INFLUENCE OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTIONS THROUGH CONSUMER ENGAGEMENT

2024-04-23T13:02:57+07:00

This study establishes a model of users' purchase intention in the context of social media marketing based on the Uses and Gratifications Theory. It explores the effects of the five dimensions of social media marketing: entertainment, customization, interactivity, electronic word-of-mouth (eWOM) and trendiness on the three different levels of user engagement: consumption-based participation, contribution-based participation and creation-based participation. Using an online survey with convenience sampling approach, the study collects data from 469 Chinese adults’ consumers who are experienced Weibo social-media users. Structural equation modelling was used to test the links between social-media-marketing elements, consumer engagement and purchase intention. The results show that, first, interactivity and eWOM have significant positive effects on the three dimensions of user engagement, but entertainment, customization, and trendiness only have significant positive effects on consumption-based participation, contribution-based participation, and not on creation-based participation. Furthermore, both consumption-based participation and contribution-based participation have a significant positive effect on purchase intention, while creation-based participation has a non-significant effect. This research not only enriches theoretically the relationship between social media marketing, consumer engagement, and purchase intention, but also provides guidance for brand enterprise to improve their social media marketing in practice.

AN IN-DEPTH EXPLORATION OF THE NEXUS BETWEEN GREEN MARKETING, PERCEIVED ENVIRONMENTAL RESPONSIBILITY, AND GREEN PURCHASE INTENTIONS

2024-05-23T20:35:29+07:00

This research aims to investigate and compare personal factors that influence the intention to purchase environmentally friendly products, as well as examine green marketing, perceptions of environmental responsibility, and consumers' purchase intentions for these products. This research applied the quantitative method to collect data from 400 consumers who had purchased environmentally friendly products. Statistics used in data analysis included percentage, mean, standard deviation, frequency, t-test, F-test, and multiple regression analysis. The results indicate that different personal factors have no different effect on the intention to purchase environmentally friendly products. Perceived environmental responsibility and green marketing (green price, green product, and green place) affect the intention to purchase environmentally friendly products. Entrepreneurs or marketing departments can use the results of this research as a strategy to create consumers' purchase intentions for environmentally friendly products.

MARKET STRUCTURE AND COMPETITIVE BEHAVIOR OF THAILAND'S CANNABIS CULTIVATION INDUSTRY

2024-05-29T19:06:03+07:00

The legalization of cannabis for medical and industrial use in Thailand in 2019 sparked growth in the cannabis cultivation sector. This transformative shift led to changes in market dynamics, influencing the industry's competitive behavior. This study examines the market structure and competitive behavior of Thailand's cannabis cultivation sector from 2019 to 2021, post-decriminalization. It assesses the market structure, focusing on the industry concentration and competitive dynamics, using the Herfindahl-Hirschman Index (HHI) to quantify cannabis cultivation area concentration. Results show an annual increase in the number of market firms, notably in 2021, with community enterprises surging by 291 since 2019. Cannabis cultivation expanded across all regions, indicating heightened market competition, and midstream-downstream industries were significantly related to cannabis farm presence in each district (P-value 0.004). HHI analysis reveals an average of 3,259.23 from 2019 to 2021, identifying a deconcentrated market in 2021, with increasing competition rates yearly. Findings suggest market behavior characterized by rising competition, expanding firms—especially community enterprises—and widespread cannabis cultivation farm distribution nationwide.