BU Academic Review

Populism Policy and Management of Social Needs

Phrakhru Sujitphatnaphithan — 2024-06-27

At present, the social, economic and political development is unbalanced, and there is an inter-agency crisis. Especially, political institutions, as an important mechanism in the process of national development management, guide the people from the policies formulated by government organizations under populist policies and statements issued to parliament, from the majority voices of social needs, and vote for expectations and populism in elections. Therefore, this paper wants to put forward the idea that political institutions should formulate populist policies, which should not be ignored in the process of managing social needs. Its purpose is to study the management mode and process of social needs, rather than the state unilaterally exercising power in the process of public policy from the weakness of unlimited human needs. In 1997, as the starting point and strengthening of populist policies, various laws were used to regulate current populist policies and manage social needs. From the national perspective, from the current materialistic and consumerist society and society, an understanding of unmet needs management was established, so as to find a central point between populist policies and social needs, reduce differences of expectations and opinions, and achieve important results in the process of social demand management, including communication, system development and follow-up mechanism.

The Application of Generative AI in the Film Industry and Related Legal Concerns

Piya Warabuntaweesuk — 2024-06-27

This article discusses the application of generative AI in the film industry. Generative AI is a type of artificial intelligence capable of creating a wide array of new content, including sounds, scripts, images, texts, scenario simulations, and videos. By utilizing deep learning, generative AI learns from existing data and acquired information to generate new content based on user prompts. Additionally, this article presents experimental use cases of generative AI, analyzing its advantages and areas of caution, along with potential legal implications, especially concerning copyright infringement issues.

The Impact of Social Influence and Information System Quality on Online Consumer Loyalty in Bangkok Metropolitan Area

Kanokwan Rattanapreechachai — 2024-06-27

This study aims to investigate the impact of Social Influence and Information System Quality on online consumer loyalty in Bangkok Metropolitan Area. The survey research was employed and online questionnaires were used to collect the data from 400 online consumers in Bangkok Metropolitan Region. The statistical techniques used to analyze the data included percentage, mean, standard deviation, and multiple regression analysis. The findings showed that in overall, the level of online consumer loyalty in Bangkok Metropolitan Region is at high level. The results of this analysis also showed that the highest mean of online consumer loyalty is Repurchase, followed by Commitment, Recommendation, and Referral, respectively. The results of hypothesis testing revealed that have Social Influence, including Subjective Norms and Visibility have significant and positive effect on online consumer loyalty in Bangkok Metropolitan Region. Moreover, it was found that three aspects of Information System Quality, which are Usefulness, Reliability, and Response Time have significant and positive effect on online consumer loyalty in Bangkok Metropolitan Region at level p value ≤ 0.05.

Medical Tourism Services Design of Tour Operators Personnel in Eastern Economic Corridor Area

Rachapong Khiewpan — 2024-06-27

This research was aimed at studying the design of the medical tourism services of the tourism business, which is part of the supply chain that needs to be carried out to meet the needs of tourists. Two activities include medical services and transportation, by collecting data from sample groups of foreign tourists from Eastern Economic Corridor, by random sampling by thorough selection, and by analyzing survey components. By factor extraction, the orthogonal rotation axis using the max. method used samplings from the number of variables studied, by gathering data from a sample group of 249 people. The research found that the variables involved in medical services could be grouped into four groups. The variance is 41.322 57.593 69.856 77.420 and relates to three groups of transportation services. The variation is 49.264 67.886 78.629 by the services that tourists prioritize most, each group comprising knowledge of health programs, procurement, provision of health programs, implementation, and documentation for reception in Thailand, translation services, travel expenses for travel, ambulance provision, and airport reception coordination. With the weight of .913 .919 .887 .888 .924 .928 and .757.

Discriminating Factors for Career Path Decisions of Pharmacists in the Southern Region: Continuing or Resigning from the Bureaucratic System

Uthit Thaveerat — 2024-06-27

The objective of this research was to study the discriminant factors of resignation decisions among pharmacists in southern Thailand. This research employed a quantitative research method and questionnaires were used as a research tool. The sample in this study was pharmacists working in the bureaucratic system and those who resigned. A total of 280 subjects were randomly selected and stratified according to the type of pharmacists. The data was analyzed with a linear discriminant function and cluster analysis. The results show that job security, desire to help others, work environment, and financial remuneration significantly discriminated set the two groups of pharmacists apart. Those who left the bureaucratic system were those who had higher a desire to help others and perceived that having a career as a pharmacist was a prestigious, working in a better environment than the group remaining in the bureaucratic system. However, the job security is lower. This means that those engaged in the bureaucratic system had higher job security than those who quit. It can be said that both intrinsic and extrinsic motivation factors are important factors in distinguishing pharmacists who remain in the bureaucratic system or resign.

The Analysis of Zoo Brands Content on Chinese Social Media Which Affects Brand Preference of Customers in China

Yaxin Guo — 2024-06-27

This paper aims to examine and identify the types of content of zoo brands that influence customer brand preference in China. Through a mixed methods of research between quantitative research (content analysis) and experimental-based research (design types of content and conduct A/B test via online questionnaire survey) approach, the study analyzed 18 representative contents that were posted on Mandai Wildlife Reserve, shortly MWR, enterprise in Singapore) official accounts between 1 May to 31 July, 2022 via coding sheet and types of content designed by researchers, and online questionnaire survey was conducted. Findings were presented on the impact of different types of developed content on the brand preference of customers in China.

The research findings indicate that there were 9 types of content being launched currently by MWR on WeChat, Weibo, and Douyin. Among all types of content, activity and informational content, informational and compensation content, and entertainment content and promotional content are the most weighted types of content for WeChat, Weibo, and Douyin, respectively and these contents might affect brand preference of customers in China. Based on online questionnaire survey, most of the respondents were found to have positive attitude towards activity content for WeChat, compensation content for Weibo, and promotional content for Douyin, and these types of content might build brand preference; While most of the respondents have negative attitude towards informational content for both WeChat and Weibo and entertainment content for Douyin, these types of content might not build brand preference. These findings have important implications for marketers, zoo brands, and scholars in follow-up research on content marketing in China, and suggest that the types of content that a zoo brand should launch on Chinese social media platforms.

The Influence of Food Neophobia and Perception on Willingness to Consume Novel Food of Thai Consumers

Suwanna Sayruamyat — 2024-06-27

This study aimed to determine the factors affecting consumer’s willingness to consume novel foods (WTC) by focusing on perception of novel food, perception of eating novel food and food neophobia. A conceptual model was analysed by structural equation modelling. Results from 603 Thai respondents have shown that perception of novel food has a strong direct positive influence on WTC, but food neophobia has negatively both direct and indirect effects on WTC through perception of novel food and eating novel food.

Hence, food companies employing innovative technology to produce novel food should increase consumer perception through data, offering extensive information, and prominently feature on product labels details regarding its composition, quality, health and environmental benefits, as well as safety. This approach will alleviate food neophobia by ensuring consumers feel more comfortable with novel food choices.

Exposure to the Move Forward Party’s Political Communication, Attitude Homophily, Voters’ Perceived Political Ideology, and 2023 Thailand General Election Decision: Comparing Four Thai Generations

Salas Supalakwatchana — 2024-06-27

Due to the growing popularity of the Move Forward Party (MFP) during the past few years, this research aims to discover the causal relationship between its political communication, the attitude homophily, the perceived political ideology of Thai voters, and their 2023 general election decision. This study used a mixed-method approach, a combination of textual analysis and a survey. In the first phase, 20 contents in the MFP’s Facebook and Twitter accounts with the highest engagements between March 1st, 2021, and August 31st, 2022 were textually analyzed. The analysis results showed the majority of message themes that occurred in the MFP’s political communication represented Libertarian-Left political ideology based on the Political Compass diagram which aligned with the party’s political ideology. In the second phase, an online survey was conducted with 240 Thai voters to test three research hypotheses. The results of data analyses revealed that Thai voters of four different generations have different perceived political ideologies and made their voting decisions differently such that younger generations with Libertarian-Left ideology voted for the MFP whereas the older generations with the Authoritarian-Right ideology voted for other parties.

Marketing Ecosystem Model for Foreign Students in Thai Higher Education Institutions Toward Transitional Period

Panuwat Poolpatarachewin — 2024-06-27

This article has two objectives: To present research findings on the current situations and problems on marketing for international students of Thai higher education institutions towards transitional period, and good practices of marketing ecosystem for international students of Thai higher education institutions towards transitional period. This research is based on 8 aspects of marketing mix theory derived from studying related documents and research which includes Program, Price, Place, Promotion, Prestige, People, Premium and Productivity by using mixed methods research. In quantitative research,aquestionnaire was used to inquire the current conditions and problems with 222 undergraduate international students from 6 higher education institutions. The sample was selected by simple random sampling. For a qualitative research, a group of 6 purposively selected key informants using the criteria of being university administrators or people responsible for marketing.

The research results found that the current conditions and problems in all 8 aspects of marketing from the perspective of service users were mostly at a low level of problems, with only 3 issues in marketing promotion aspect having problems at a moderate level which include the attractiveness of the university website, easiness of using university website, and attractiveness & usefulness of university social medias. Another 2 issues regarding premium aspect are attractiveness of university clubs and the quality of accommodation service by university. The findings on current conditions, problems, and good practices of the marketing ecosystem obtained from key informants' interviews cover all 8 aspects, which will be descriptively rewritten to form the overall image of marketing ecosystem model for international students of Thai higher education institutions towards transitional period.

Organization Culture of Corporate University: Case Study of Panyapiwat Institute of Management

Wichet Khambunrat — 2024-06-27

Organizational culture is like the aorta that nourishes an organization. The Panyapiwat Institute of Management is a corporate university in Thailand. A concrete organizational culture has not yet been defined. There were the institution's aspirations or values, values of Charoen Pokphand Group and CP All. This qualitative research is to study the organizational culture of corporate university, focus on the case study of Panyapiwat Institute of Management. This study involved interviews with 31 key informants, including office directors and deans or their equivalents in all departments. The researcher collected data using online focus group. Summary data were content analysis. The accuracy and reliability of the data were checked by member checking. The research results found 9 main aspects of organizational culture, including 1) learn today, get WOW everyday, 2) never give up innovating, 3) go beyond the best, 4) never say “Not my job”, 5) be cheerful and respectful, 6) seek networking opportunities, 7) do what you promise, 8) be a risk taker, and 9) do the right thing.