Executive Journal

Event Marketing Approaches to Optimize Customers’ Experience

Natta Changchutoe — 2024-06-27

Event marketing today extends beyond merely creating awareness for products or services; it is a crucial approach for driving customer engagement and cultivating positive brand perception. In this dynamic landscape, event planners face the challenge of crafting experiences that effectively align with organizational goals, fulfill customer expectations, and reflect the latest marketing trends. To address these challenges and optimize the customer experience, this article provides a comprehensive framework for developing event marketing strategies covering eight essential aspects from pre- to post- event execution, including: research and situation analysis, stakeholder evaluation, goal-oriented strategies, and event design aimed at elevating customer engagement. Furthermore, the incorporation of storytelling techniques, leveraging technology and innovation, strategic utilization of social media, and event evaluation are explored as key components for creating impactful marketing events. The article concludes with constructive recommendations, emphasizing the importance of social and environmental responsibility, along with considerations for the health and well-being of customers. By implementing these strategies, event planners can not only meet current demands but also position themselves to thrive in the future of experiential marketing.

Citizen Science and Participatory Journalism: The Tools to Empower Civic Environmental Activism

Matana Charoenwongsa — 2024-06-27

Integrating citizen science and participatory journalism fosters the development of innovative tools that empower citizens to effectively address emerging challenges. An analysis of environmental definitions and approaches reveals that citizen science and participatory journalism share three fundamental interconnected concepts: 1) fostering citizen participation, 2) promoting democratic processes in knowledge production, and 3) valuing local expertise. This article examines the water crisis in Flint, United States, as a case study to demonstrate how effective integration can influence policy and the public sphere. It further explores the potential of using citizen science and participatory journalism as mechanisms for citizen activism to achieve additional development goals, such as health, environmental justice, and combating discrimination. Moreover, the article outlines practical approaches for integration, as well as the benefits and challenges impacting the sustainability of combining citizen science and participatory journalism.

A Comprehensive Survey of the Potential of Artificial Intelligence in the Insurance Industry

Wachiranun Pum — 2024-06-27

This article explores the transformative potential of artificial intelligence (AI), which is rapidly and profoundly impacting the insurance industry. This study provides an in-depth survey of the intriguing trends and potential applications of AI in the insurance industry. Through a historical analysis tracing back to the limited capabilities of early AI systems for insurance in the 1990s to the sophisticated and multifaceted deployments today. The study explores examples of AI applications across various insurance domains, from underwriting, claims processing, fraud detection, to customer service.

This study aims to determine AI's potential to revolutionize risk analysis, loss prediction, and personalized risk-based pricing, highlighting cutting-edge AI innovations from leading insurance companies. Importantly, the study addresses significant challenges such as privacy concerns, technical limitations, the necessity of establishing clear AI ethics policies, along with ongoing investments in staff training and impact assessments. The efficient sustainable, and socially responsible integration of AI into the insurance industry. In summary, this work envisions a transformed insurance landscape through widespread AI integration, enabling improved decision making, enhanced fraud detection, accurate pricing, and superior customer experiences. It emphasizes the cautious governance of these innovations to maintain a balance between efficiency and social accountability. However, carefully considering ethical implications and proactive steps are essential for harnessing AI's potential while mitigating risks.

The Influence of Transformational Leadership on Employees’ Openness to Change and Job Satisfaction after Mergers and Acquisitions

Jittiporn Kongjak — 2024-06-27

This study employs a quantitative research methodology to analyze the influence of transformational leadership on employees' openness to change and their perception of job satisfaction. The sample comprised of 270 individuals employed at an automotive part manufacturing company in Prachinburi Province who had undergone organizational changes following mergers and acquisitions. Data collection was conduct through the administration of questionnaires. The collected data was then analyzed using structural equation modeling. The results indicate that the hypothesized model demonstrated a good fit, as shown by the following values: CMIN/DF = 1.793, GFI = 0.948, AGFI = 0.921, NFI = 0.967, CFI = 0.985, RMR = 0.016, and RMSEA = 0.054. Transformational leadership has a positive influence on employees' degree of job satisfaction. Furthermore, transformational leadership indirectly influences employees' satisfaction with their jobs by fostering an openness to change. Transformational leadership and an openness to change account for 41.10% of the variation in job satisfaction.

A Study on the Effectiveness of Facebook Ads on Generating Sales through an Online Food Delivery Application: A Case Study of Samyan Joke Restaurant, Khae Rai Branch

Sirada Sawaddee — 2024-06-27

The objectives of this research were to study demographic factors and marketing communications that affected the decision to buy food from an online food delivery application and to examine content, forms, and components of Facebook advertising that could create consumer awareness of a food business, i.e. Samyan Joke Restaurant, Khae Rai Branch. A questionnaire was used as a tool to collect data from the 400 customers. The data was analyzed by independent sample t-test, one-way ANOVA, and Multiple Linear Regression. Furthermore, this study employed an experimental-based research method to discover content, forms, and components of Facebook advertising raising the customers’ awareness. The results of the research showed that the demographic factors including marital status and monthly income had significantly influenced on the decision to buy food through the online food ordering applications at the 0.05 significance level. The marketing materials, marketing promotion, and product value perception influenced the customers’ decision to buy food via online the food delivery applications at the 0.05 significance level.