Published: 2026-06-26

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Research Articles

Reference Groups and Word-of-Mouth Communication on Social media of Thai Amulet Soft Power that affects Purchasing Intention

Tanaphon Nitichaowakul, Jirapa Phungbangkruay, Chalaporn Yun

1-20

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Integrated Marketing Communication and Perceived Value Influencing Purchase Decisions of Health Check-up Programs among Users of Private Hospitals in Songkhla Province

Ekkawat Chuchaisri, Thienchai Phankhong

21-39

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The Effect of Intangible Assets and Goodwill on Capital Structure of The Companies Listed on The Stock Exchange of Thailand in SETESG Index

Suchada Jiamsagul, Sirada Jarutakanont

40-61

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The Influence of Employee Participation on Organizational Citizenship Behavior: The Mediating Role of Organizational Commitment

Phatre Friestad, Ananchai Kongchan, Krisada Chienwattanasook

62-85

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The Influence of Customer-Centric Marketing Mix (SAVE Model) on Thai Fabric Export Marketing Strategies: The Mediating Role of Thai-Chinese Intercultural Communication

Chanyanut Nanthakwang, Danupon Sangnak

86-106

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Smart AR Food Tourism: Creating New Experiences, Elevating Local Cuisine through Augmented Reality

Kanokkarn Snae Namahoot, Ketwadee Buddhabhumbhitak

107-124

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Clustering Companies by Sustainability Behavior: A Comparative Study between Industrial and Non-Industrial Sectors

Parisa Jindaluang, Attawan Juntasutho

125-147

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The The Role of Service Marketing in Fostering Customer Loyalty: An Empirical Study of Badminton Centers in Chiang Mai

Aticha Kwaengsopha, Thanapat Pongprayoon, Renus Sermboonsang, Ek Bunchua, Theerakiti Navaratana na ayudhya

148-167

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