BU Academic Review

Predictors of Sustainable Behavioral Intention among University Students: The Moderating Effects of Organization-Public Relationship in Sustainability Expo 2024

Pacharaporn Kesaprakorn — 2026-06-29

This survey research examined the predictors of sustainable behavioral intention among Bangkok University students, focusing on the moderating role of attitude toward Organization-Public Relationship (OPR). Purposive sampling and cluster sampling were employed to select 80 Bangkok University students who had attended the Sustainability Expo 2024 (SX2024). Data analysis via Variance-Based Structural Equation Model (VB-SEM) revealed that: 1) Exposure to public relations media of SX2024 had no significant effect on neither awareness on SX2024 nor OPR attitudes toward the main sponsors. Conversely, awareness of SX2024 exerted a significant positive effect on both OPR attitudes and sustainable behavioral intention at the high level. However, neither media exposure nor OPR attitude were found to have a significant direct impact sustainable behavioral intention. The findings demonstrated that the awareness gained from onsite experience at SX2024 was an influential driver that strengthened Thai university students’ trust, corporate reputation, organizational commitment, and community involvement regarding companies practicing Sustainable Development Goals (SDGs). These relationship outcomes subsequently contributed to stronger sustainable behavioral intentions among students in their daily lives. To better engage with Thai university students who are GEN Z more —the primary trendsetter of SDGs—the main sponsors of SX2024 should develop more targeted media strategies that resonate with university students’ specific values, expectations, and lifestyles. Communicating the direct and personal benefits of SDG engagement is likely to be a critical factor in fostering sustained pro-environmental behaviors among this influential cohort.

High-End Thai Food Service Model in Patong Area, Phuket Province: A Case Study of Crest Resort and Pool Villa

Siranee Rattanapet — 2026-06-29

This research aims to 1) study the components of Thai fine dining cuisine set in hotels in the Patong area, Phuket Province, and 2) examine customer satisfaction with the Thai fine dining cuisine sets in hotels in the Patong area, Phuket Province. The research was conducted through in-depth interviews with 10 experts experienced in preparing Thai fine dining cuisine, and 150 cuisine sets were prepared to assess customer satisfaction.

The study continued on the Thai fine dining food arrangement style in Patong area, Phuket Province, with 140 evaluators. The data analysis methods included content analysis, frequency values, percentage values, and standard deviation. The research found that the components of high-level Thai food service can be classified into 5 main components: (1) selection and use of quality ingredients, (2) advanced cooking techniques, (3) food hygiene and safety, (4) techniques for beautifully plating food, and (5) high-quality and standardized food service. The study on customer satisfaction with the Thai fine dining food arrangement style in Patong, Phuket, found that satisfaction with set menu 2 B) had an overall satisfaction mean level of customers with the Thai fine dining arrangement in Patong at a high level (= 3.98).When considering each aspect, the quality and aesthetics of tableware scored (= 4.33), cleanliness and overall atmosphere scored (= 4.30), and comfort of seating and table arrangement scored (= 4.23).

Profit–Quantity Trade-Off Map and Counterfactual Simulation for SKU Portfolio Optimization in Community Pharmacies

Kridsadadanudej Wongwejwiwat — 2026-06-29

This study examined whether data-driven SKU portfolio reallocation could improve profitability in a community pharmacy under a fixed-total-quantity condition. Using 24 months of transactional data from Thai Rungrueang Pharmacy Company Limited, the analysis covered 2,696 raw SKU records collected between September 2023 and August 2025. Products were classified into four clusters based on total profit and total quantity: High-Profit/High-Quantity, High-Profit/Low-Quantity, Low-Profit/High-Quantity, and Low-Profit/Low-Quantity. The results showed strong profit concentration. The High-Profit/High-Quantity cluster accounted for 94.84% of total sales and 96.11% of total profit. In comparison, the High-Profit/Low-Quantity cluster contributed an additional 1.92% of profit despite its small share of total quantity. At the branch-month level, gross margin ranged from 41.43% to 51.01%, with a standard deviation of 2.43 percentage points. Reconstructed counterfactual simulation showed that shifting 2.00% of total quantity from below-median-margin SKUs to the top 5.00% most profitable SKUs increased total profit by 2.33% and raised gross margin from 48.48% to 49.18%. A 5.00% shift increased total profit by 5.81% and raised gross margin to 50.20%. These findings indicate that modest portfolio reallocation can improve financial performance without increasing total quantity. The study suggests that community pharmacies may improve profitability by targeting data-driven assortment adjustments rather than relying solely on sales expansion.

The Personal Branding of Male Cosplayer that Influences Female Fans’ Purchase Decisions

Phonchita Anuchon — 2026-06-29

The objectives of this research are to: 1) study the personal branding factors of male cosplayers in terms of physical appearance and personality; 2) examine the use of social media that contributes to personal branding; 3) investigate the factors of knowledge and skills related to personal branding; and 4) explore the purchase decision-making process of female fans toward the products of male cosplayers. The study employs a qualitative research methodology, utilizing in-depth interviews with 10 key informants, categorized into five male cosplayers and five female fans. Data were collected in October 2025. The research’s conceptual framework integrates Aaker’s (1997) Brand Personality, del Blanco’s (2010) Personal Branding, and Schawbel’s (2011) Personal Branding Process, alongside Nicosia’s (1966) Consumer Behavior Model.

The findings reveal that the personal branding of male cosplayers emerges from the synergy of three primary dimensions: physical appearance and personality, social media usage, and knowledge and skills. While physical appearance facilitates initial awareness, personality traits—such as friendliness and showing respect to fans—play a crucial role in fostering long-term engagement and trust. Social media platforms, including Facebook, TikTok, and Instagram, serve as vital spaces for communication and facilitating interaction with fans.

When analyzed through the Nicosia Model, the results show that awareness via social media leads to the formation of attitudes and information evaluation. "Trust," developed through consistent interaction, is a key variable driving purchase decisions. Notably, the decision-making of female fans is primarily driven by emotional motivations rather than rational considerations. Furthermore, after following
a cosplayer for a certain period, fans begin to place higher value on the cosplayer’s originality, perceiving them as artists rather than mere character imitators.

The Role of Social Media in Shaping Privacy Perceptions: Online and Offline Self-Disclosure among WeChat Users

Jun Xie — 2026-06-29

Drawing on the Cultivation Theory and the Stressor–Strain–Outcome (S-S-O) Model, this study aims to examine the connections among WeChat use, privacy perception, perceived privacy threats, perceived governmental support for privacy protection, privacy concern, privacy fatigue, and online and offline self-disclosure. A cross-sectional survey with self-administered questionnaire was conducted with 522 adult WeChat users in China and Thailand. Hypothesis testing based on Structural Equation Modelling (SEM) reveal that WeChat use, privacy perception, perceived privacy threats, perceived government support for privacy protection, privacy concern, privacy fatigue and online and offline self-disclosure are all positively related. WeChat use positively correlates with privacy perception, perceived privacy threats and perceived governmental support for privacy protection. Privacy perception positively predicted perceived privacy threats, but neither directly predicted online or offline self-disclosure. Perceived privacy threats are a more direct cause, and are positively associated with privacy concern, privacy fatigue, and both types of self-disclosure. Privacy concern was positively correlated with online self-disclosure, and privacy fatigue was also positively related to both online and offline self-disclosure. Perceived governmental support for privacy protection positively related to offline self-disclosure but did not directly predict online self-disclosure. And it reduced the impact of the perceived privacy threat on privacy concerns. Accordingly, the phenomenon of privacy-related behaviors on WeChat cannot be explained by the mere knowledge of privacy. Under the condition of a super-app, the reasons for a person's self-disclosure are more numerous and include threats to the self, threats, concern, etc., as well as institutional support. This study made a new academic contribution on privacy, different platforms of self-disclosure, and social media by revealing that perceived privacy threats may occur simultaneously with continuous self-disclosure, and the different paths by which privacy-related factors affect online and offline self-disclosure have been distinguished.

The Drivers of Technology Transfer between Manufacturers and Farmers for the Sustainable Supply Chain of the Innovative Organic Rice Products in Thailand

Arthon Prompatanapak — 2026-06-29

Rice is a key Thai agricultural product, yet Thai farmers remain among the lowest earners. Increasing rice demand through innovative products may improve their income. This study explores key technology transfer drivers that support sustainable organic rice product SCs between organic rice farmers and manufacturers in Thailand. Using a qualitative ethnographic approach, five innovative organic rice manufacturers were studied over eight months. These enterprises produced rice-based health foods, snacks, medical and general cosmetics. The research confirmed the importance of two main technology adoption drivers: institutional roles and technology characteristics. Manufacturers, community enterprises, and farmers played dynamic roles, with community enterprises facilitating technology transfer. Key technology drivers included: specificity, advancement level, transfer necessity, raw material requirements for product identity and value, and company commitment to supporting farmers. Notably, the quality of raw materials influenced both product identity and value. Finally, companies’ policies and commitment significantly impacted technology transfer effectiveness, farmer participation, and the profitability and sustainability of the SC.

A Comparative Study of the Effectiveness of SEO Content Writing Strategies: A Case Study of a Knee Osteoarthritis Clinic Website in Bangkok

Kittipan Kritsadasawat — 2026-06-29

This study aimed to compare the effectiveness of website content development strategies based on Search Engine Optimization (SEO) principles by examining visitor-oriented content and search engine-oriented content. It also investigated the effects of different primary-to-secondary keyword ratios (50:50, 60:40, and 80:20) and compared the performance of Listicle and Long-form Content formats. The study employed 14 articles related to knee osteoarthritis care as case materials. As a health-related topic characterized by high consumer involvement, knee osteoarthritis often requires extensive information seeking before individuals make decisions regarding treatment or self-care options. Content performance was evaluated using key search and user engagement metrics, including Click-Through Rate (CTR), Impressions, Average Position, and Average Time on Page. The findings revealed that visitor-oriented content positively influenced user engagement, particularly by increasing the average time spent on the webpage, whereas search engine-oriented content demonstrated superior performance in search visibility, as reflected by higher CTR and impressions. Furthermore, the 50:50 primary-to-secondary keyword ratio produced the most balanced outcomes in terms of search performance and content naturalness. Regarding content format, Listicle articles were found to be more effective for highly competitive topics, as they attracted greater user attention and increased the likelihood of clicks from search engine results pages, while Long-form Content exhibited greater strengths in credibility, comprehensiveness, and reader retention. The findings suggest that effective SEO content development should balance search performance with user experience to achieve sustainable long-term outcomes.