HUMAN BEHAVIOR, DEVELOPMENT and SOCIETY

The Impact of Social Media Usage on Branding: The Perspective of Thai Social Media Users

Charuwan Limphaiboon — 2025-11-27

Aim/Purpose: This study aimed to investigate the influence of social media usage on fundamental branding impacts, i.e., Consumer Engagement, Brand Awareness, Brand Image, and Brand Loyalty. Its objectives included both direct and indirect effects of social media usage on the above variables.Ultimately, this study aimed to produce empirically based information on how organizations can strategically use social media sites to increase brand capital in the digital age.

Introduction/Background: As the world has become increasingly digitalized, social media websites have emerged as important tools for organizational strategy, allowing consumer interaction, facilitating brand recognition, and building consumer loyalty. Social media platforms such as Facebook, Instagram, and X (Twitter) offer brands immense opportunities for interacting with target markets and constructing brand communities. But whereas there is broad recognition of the strategic
importance of social media in modern marketing theory, the specific causal mechanisms by which social media usage affects important metrics like brand awareness and loyalty are not well understood. This study addresses this gap in the literature by rigorously examining the effect of social media usage on fundamental branding constructs and consequent consumer attitudes and behaviors.

Methodology: A quantitative research design was employed in this study, and Structural Equation Modeling (SEM) was used to rigorously test hypothesized relations among Social Media Usage (SMU) and specified brand-related outcomes. Data were collected from a sample of 300 Thai social media users recruited through a non-probability convenience sampling technique. A carefully crafted web based questionnaire survey was employed to determine respondents' attitudes regarding SMU, consumer engagement, brand reputation, brand awareness, and brand loyalty factors. Data thus gathered were subsequently readied for SEM to analyze the estimated direct and indirect effects hypothesized in the theory framework and thereby evaluate how social media usage translated to the brand's performance indicators.

Findings: Statistical analysis revealed strong empirical evidence regarding the effects of social media usage. Findings indicate that SMU positively and significantly affected consumer engagement, brand reputation, and brand image. These, in turn, were revealed to positively affect brand loyalty. Specifically, path analysis indicated that social media behavior strongly predicted increases in brand awareness (β = .70, p < .01) and improvements in a brand image (β = .33, p < .01). Moreover, consumer engagement, found to be influenced by social media usage, was also identified as a mediating variable that significantly influenced the relationship between SMU and brand loyalty. Additionally, the analysis confirmed brand image and brand awareness as key antecedents, positively predicting brand loyalty. The findings collectively supported the central role of strategically using social media in building brand visibility, creating favorable brand perception, and ultimately inducing
consumer loyalty.

Contribution/Impact on Society: The current research is an essential contribution to the literature in the area of social media marketing, since it presents robust empirical evidence for the direct and indirect effects brought about by social media usage on significant brand-related consequences. The findings specifically elucidated the role of consumer engagement as a mediator in the process towards stronger brand loyalty. Moreover, the study prescribes and examines a model charting the nomological network among SMUs, brand awareness, brand image, consumer interaction, and brand loyalty. The results hold practical importance to marketing managers and firms dedicated to refining and optimizing their social media campaigns to improve branding efficiency and ensure competitive advantage in contemporary marketplaces.

Recommendations: Empirical findings suggest that firms should invest in engaging social media content designed to stimulate active user interaction, thereby enhancing brand visibility and positive perceptions. Maintaining consistent brand messaging across digital touchpoints and strategically leveraging user-generated content is crucial for fostering authenticity and trust. Furthermore, social media campaigns should be planned to simultaneously improve both brand awareness and consumer
engagement, which are essential antecedents for building sustainable brand loyalty.

Limitations of the Study: This research had certain built-in limitations worth mentioning. First, reliance on self-reporting enables response biases, and the application of a non-probability convenience sampling process may constrain the generalizability (external validity) of the outcome outside of the selected sample that was surveyed. Furthermore, the sample was confined to active social media users and so may not be representative of the attitudes or behaviors of the general consumer populace. Finally, the application of a cross-sectional research design inevitably precludes firm causal connections between the variables of interest; reported associations should accordingly be viewed circumspectly in causal terms.

Future Research: Acknowledging current limitations, future research directions include: 1) Implementing longitudinal studies to examine temporal processes and potential causal effects of social media engagement on brand loyalty development over time; 2) Comparing the heterogeneous impacts of different social media platform types (e.g., Instagram vs. Twitter) on branding metrics like awareness, image, and loyalty; 3) Using qualitative techniques (e.g., interviews, focus groups) to gain
deeper understanding of subjective consumer experiences and motivations involved in social media engagement and loyalty formation.

Dancing with Heritage: Lived Experiences of Physical Education Teachers in Teaching ‘Curacha Samareña’ Folk Dance

Fabillar Jonas — 2025-11-27

Aim/Purpose: This study explored the lived experiences of Department of Education Physical Education (PE)teachers in teaching the folk dance ‘Curacha Samareña’ of Samar, Philippines. Specifically, it aimed to investigate the pedagogies of teaching the ‘Curacha Samareña’ folk dance, and to identify the challenges and successes encountered by these teachers.

Introduction/Background: The Philippines has a long history of colonization, which shaped its vibrant culture and tradition, including the country's dances. As an archipelago, it has different folk dances, and some of these dances are integrated across school curricula. This study explored the lived experiences of PE teachers on the nature and cultural significance of teaching the folk dance ‘Curacha Samareña’ in Samar Division, Samar, Philippines.

Methodology: The study utilized a qualitative-phenomenology design employing an interview guide. Thirty-nine (39) teacher-participants were identified using purposive sampling in five (5) different secondary schools in Samar Division, Philippines.

Findings: The Samar natives, or ‘Samareños’, perform the ‘Curacha Samareña’ dance as a form of thanksgiving, and it reflects the vibrance of the local culture. While ‘Curacha Samareña’ is not included as a dance topic in the present Physical Education curriculum, Physical Education teachers must still be trained for local dances and act as cultural bearers. Some Physical Education teachers lack the knowledge and dancing skills to teach ‘Curacha Samareña’ due to a lack of training, opportunities, and support. Based on the data analysis and themes generated, it was concluded that ‘Curacha Samareña’ is a folk dance of vital importance to the people of Samar. However, it is currently facing deculturation due to its exclusion from the school curriculum. The absence of this cultural practice in educational settings risks eroding the community’s cultural memory. It is not just a sprightly and fast-paced dance, but also one with profound cultural and historical significance. This folk dance is intricately tied to the identity of ‘Samareños,’ as it depicts their vibrant and joyous nature. Its movements and rhythms reflect the historical experiences and emotions of the community. Furthermore, it demystifies the notion that ‘Samareños’ are lavish; instead, it highlights their gratitude and bravery.

Contribution/Impact on Society: The study highlights the cultural and historical importance of ‘Curacha Samareña,’ a cherished folk dance deeply rooted in the identity and traditions of the people of Samar. However, its exclusion from the school curriculum has placed it at risk of deculturation, and the erosion of cultural memory, threatening its continuity. Reintroducing this dance into educational settings and promoting collaborative efforts between schools and cultural organizations can play a crucial role in safeguarding its legacy. Programs, workshops, and performances that actively engage all generations ensure the transmission of cultural knowledge, foster community pride, and strengthen intergenerational connections. Furthermore, celebrating ‘Curacha Samareña’ on national and international platforms can showcase the unique heritage of Samar, ensuring it is treasured and preserved for generations to come.

Recommendations: Physical Education teachers should undergo specialized training so that they can effectively teach folk dances, as they play a crucial role in preserving and transmitting regional heritage. Including local and regional dances, such as ‘Curacha Samareña,’ in the Music, Arts, Physical Education, and Health (MAPEH) curriculum enriches education while fostering a deeper appreciation for cultural diversity. Teachers’ active involvement in curriculum development ensures that educational content remains both culturally relevant and pedagogically sound, benefiting future generations.

Additionally, preserving local dances through community-based programs, workshops, and school initiatives is vital for maintaining cultural heritage and strengthening national identity. These efforts encourage active participation and engagement across all generations, promoting cultural appreciation and safeguarding traditional practices. By prioritizing these initiatives, communities can protect their cultural richness and celebrate the diversity that shapes their identity.

Research Limitation: The present study only delved into the experiences and pedagogies of Physical Education teachers in teaching ‘Curacha Samareña’ folk dance, a local dance of Samar, Philippines. There were 39 teacher-participants from selected schools in the Department of Education, Samar Division, Philippines.

Future Research: For future investigations on this topic, the researchers suggest that in-depth studies be conducted on the role of teachers instructing local and regional dances that have cultural value. Moreover, conducting an experimental or pilot study on integrating local and regional dances into the present K-12 curriculum is strongly suggested, and not just popularized national dances. Likewise, while this perspective is local, a similar study may be conducted in other countries and in other curricula. An international approach may provide comparative data, enriching our understanding of how diverse dance traditions can be preserved and promoted globally. Furthermore, collaboration with international educational institutions could offer a broader perspective on the benefits and challenges of integrating local dances into modern educational systems.

Examining Organizational Support Practices and Job Characteristics in Fostering Employee Commitment: A Case Study

Genrevel Manreal — 2025-11-27

Aim/Purpose: This study investigated the influence of Human Resource Organizational Support (HROS) practices on employee commitment in a technology-driven business environment. Employee commitment is a strategic imperative for organizations navigating rapid innovation and digital transformation. Despite extensive research, there remains limited empirical evidence on how specific organizational support practices, such as recognition, communication, professional development, work-life balance, and employee involvement, impact employee commitment within tech-oriented workplaces in Southeast Asia. By focusing on Sun Asterisk Development Inc. in Cebu City, Philippines, this research aimed to contribute regional and industry-specific insights to the global discourse on human capital management.

Introduction/Background: This paper addresses the issue of a limited understanding of how HROS factors impact employee commitment within technology-driven and innovative environments. Drawing on Social Exchange Theory (SET) and Job Characteristics Theory (JCT), the study examined the relationships between recognition, communication, professional development, work-life balance, employee involvement, and their influence on commitment. Focusing on Sun Asterisk Development Inc., a dynamic and tech-oriented organization, the research highlights the importance of modern HR practices in enhancing employee engagement and loyalty. This study contributes valuable insights into strategies that can sustain commitment in rapidly evolving business contexts.

Methodology: A descriptive-correlational research design was employed in this study. Data were gathered from 50 purposively selected full-time employees of Sun Asterisk Development Inc., a software development company with a dynamic organizational culture. A structured survey instrument was utilized to capture employees' perceptions of HROS practices and their levels of commitment. The instrument included multiple items per construct and used a five-point Likert scale ranging from “Strongly Disagree” to “Strongly Agree.” Descriptive statistics such as means and standard deviations were used to summarize employee perceptions. Pearson’s correlation analysis was applied to examine the strength and direction of relationships between HROS indicators and employee commitment dimensions based on Job Characteristics Theory. Instrument validity was ensured through expert review, and internal consistency was established via Cronbach’s alpha coefficients.

Findings: The findings revealed that employees perceived high levels of support across all five HROS domains, with average mean scores falling under the “Strongly Agree” category. Among these, work-life balance received the highest rating (M = 3.49), followed by communication and employee involvement. Significant positive correlations were found between HROS practices and key job characteristics. Recognition and reward systems were strongly correlated with autonomy (r = .472, p < .001) and feedback (r = .411, p = .002). Communication mechanisms showed a high correlation with task significance (r = .597, p < .001), while professional development and employee involvement were positively linked to skill variety and task identity. These results suggest that reinforcing HROS factors enhances both the perceived meaningfulness of work and employee commitment.

Contribution/Impact on Society: This research contributes to the theoretical and practical understanding of employee commitment in three significant ways. First, it operationalizes the relationship between HROS and job characteristics in a single, integrated framework grounded in Social Exchange Theory and Job Characteristics Theory, addressing the call for multidimensional models in HR literature. Second, it contextualizes this framework within a Southeast Asian tech enterprise, offering localized insights often absent in mainstream HR research. Third, it introduces the Enhanced Metrics Evaluation Plan, a proposed diagnostic tool for assessing organizational support practices in technology-driven firms. This model can serve as a basis for comparative studies across industries and regions.

Recommendations: Organizations should enhance Human Resource Organizational Support by implementing robust recognition systems, open communication channels, and continuous professional development programs. Emphasizing work-life balance and actively involving employees in decision-making are essential for fostering commitment. HR practitioners should regularly assess employee perceptions through surveys and feedback mechanisms to identify areas for improvement. Additionally, managers should tailor support practices to align with employees' needs and organizational goals. Integrating flexible work arrangements and fostering a culture of appreciation can further boost commitment and reduce turnover. Future initiatives should prioritize employee well-being to sustain productivity and job satisfaction within dynamic work environments.

Research Limitations: Despite its contributions, the study had limitations. The sample size, though representative of the company’s workforce, was relatively small and drawn from a single firm, which limits the generalizability of findings. Its cross-sectional nature prevents assessment of changes over time, and reliance on self-reported data may have introduced response bias. Moreover, Objective 2, which explored the impact of job characteristics on commitment, requires further analytical depth in future iterations.

Future Research: Future studies should employ longitudinal or mixed method designs to capture evolving employee perceptions and deepen theoretical insights. Expanding the sample to include other tech firms or comparing findings with traditional industries could broaden the applicability of results. Researchers may also explore mediating or moderating effects (e.g., leadership style, organizational culture) between HROS and commitment. Finally, incorporating qualitative methods such as interviews or focus groups would enrich the interpretation of the nuanced interplay between HR practices and employee engagement.

Perspectives from Resilient Community Enterprise Leaders: Post-Transformation Food Product Innovation Management in Kalasin Province

Sukanya Duanaguppama — 2025-11-27

Aim/Purpose: In the context of post-pandemic economic recovery and escalating market competition, community enterprises in Thailand have encountered pressing demands to improve their operational resilience and competitiveness. Food product innovation has become essential for maintaining local economies and ensuring long-term growth. Notwithstanding its significance, there has been limited research on how community enterprises navigate innovation processes in changing contexts. This study sought to identify and analyze the essential elements of food product innovation management as perceived by resilient community enterprise leaders in Kalasin Province, Thailand.

Introduction/Background: The conversion of community enterprises into sustainable and competitive organizations requires incorporating innovation throughout the food production value chain. The paper examined this issue using the Resource-Based View (RBV) paradigm, which asserts that firms can achieve persistent competitive advantage by strategically utilizing valuable, rare, inimitable, and non-substitutable resources. In such settings, internal capabilities—such as knowledge, leadership, cooperation, and localized expertise—are crucial for augmenting product innovation. This research examined how effective community enterprise executives utilize these talents to oversee food product innovation in the post-pandemic period.

Methodology: A qualitative research methodology was utilized to obtain comprehensive perspectives from seasoned practitioners. Fifteen leaders of community enterprises were intentionally chosen for their exceptional practices in food product processing and their registration with the Department of Agricultural Extension. Semi-structured interviews were conducted in the local Lao dialect, audio-recorded with permission, subsequently transcribed, and back-translated into Thai to guarantee linguistic and contextual precision. Thematic content analysis was employed to analyze this data, encompassing coding, categorization, interpretation, and validation via triangulation and member checking to improve dependability and trustworthiness.

Findings: Eight interconnected elements of food product innovation management were identified. First, research and design include market study, creative conceptualization, product appropriateness, safety, aesthetic appeal, and consultation with external specialists. Secondly, new product development entails methodical planning, differentiating tactics, alignment with trends, and preparedness for resources and labor. Third, existing product improvements involve refining flavor, packaging, quality, and nutritional value in accordance with changing consumer preferences. Fourth, value enhancement concentrates on cultivating product distinctiveness, identity, perceived worth, and strategic resource allocation. Fifth, the innovation process involves use of novel technologies, optimized workflows, digital assimilation, and process re-engineering. Sixth, collaboration emphasizes shared responsibility, collective motivation, internal coordination, and reciprocal advantages among organizational members. Seventh, work support encompasses internal consultation, mentoring, opportunity discovery, and procedures for organizational learning. Finally, transportation and supply chain management encompass logistics optimization, quality control in distribution, customer service, and punctual delivery. The effective amalgamation of these elements allows community firms to maintain agility, responsiveness to customers, and competitive differentiation in a swiftly evolving business landscape.

Contribution/Impact on Society: This study enhances the growing dialogue on grassroots innovation and community-oriented enterprise growth. This expands the resource-based view theory by situating it inside a rural micro-enterprise context, demonstrating how internal capabilities and locally embedded resources can be utilized for strategic innovation. The practical ramifications encompass food security, sustainable livelihoods, and decentralized economic growth. The results emphasize that innovation does not require advanced technology to be effective; instead, contextual relevance, stakeholder involvement, and adaptive leadership can produce similarly significant results.

Recommendations: Practitioners ought to prioritize knowledge enhancement, market-oriented innovation, and collaborative platforms that promote idea generation and capability exchanges. Government and affiliated agencies are urged to furnish technical training, marketing assistance, and logistical infrastructure to support local innovation ecosystems. Academics should employ mixed method approaches in future investigations to quantify the causal links between innovation components and corporate performance metrics. Cross-regional comparisons can yield more generalizability and insights into inventive scalability. The principal limitation of this study lies in its qualitative approach and limited geographical reach. Although the purposive sample provided extensive contextual insights, the findings may not be indicative of all community companies or relevant to other industries or regions. Moreover, the analysis of interview data may be influenced by researcher bias or constraints in participant memory and expression.

Research Limitation: Subsequent investigations should analyze the individual traits, organizational dynamics, and environmental elements that influence food product innovation in community companies. Utilizing quantitative or mixed-method research methodologies, such as confirmatory factor analysis, would facilitate the validation of the eight components identified in this work, permit regional comparisons, and elucidate the evolution of innovation capacity under varying policies or market situations. Consideration must also be afforded to the influence of digital technology, sustainability practices, and leadership styles in driving corporate transformation within the post-transformation economy. These methodologies would augment the legitimacy, applicability, and practical significance of findings, providing essential recommendations for policymakers and practitioners to fortify robust and adaptive community enterprises.

Participation, Appreciation, and Learning Effectiveness of the University of Antique’s Market Day Activity: A Mediation Analysis

Janory P. Tutica — 2025-11-27

Aim/Purpose: Traditional business education methods are insufficient for developing competent future business leaders and successful entrepreneurs. It has been observed that current academic practices in business programs emphasize theories more than real-world application. The Commission on Higher Education (CHED), a Philippine government agency that regulates and governs higher educational institutions, has instituted many programs and initiatives to improve the quality of marketing education, ensuring that business schools sufficiently equip students for a dynamic and continually changing corporate landscape. In close collaboration with industry partners, CHED formulated a curriculum for the Bachelor of Science in Business Administration major in Marketing Management (BSBA-MM) Program that emphasizes experiential learning activities and encourages business schools to integrate marketing education with other disciplines, promoting a comprehensive grasp of the sector and developing versatile abilities. Because of the need to bridge the gap between theory and practice, the BSBA-MM Program at the University of Antique, Philippines, introduced a Market Day Activity on a simulation platform. The interactions between participation in, appreciation of, and the effectiveness of these learning styles led to the formulation of the study’s research questions.

Introduction/Background: This study investigated the interplay among Activity Participation (AP), Activity Appreciation (AA), and Learning Effectiveness (LE). It has been observed by some researchers that active student engagement in learning activities promotes better understanding and retention. Furthermore, they have established that active student engagement in their activities leads students to appreciate their learning activities, resulting in enhanced learning outcomes, and some believe that this appreciation of their learning activities influences their motivation (Samad et al., 2021).

Methodology: The Bachelor of Science in Business Administration major in Marketing Management (BSBA-MM) Program under the College of Business and Accountancy accommodates approximately 350 students across all academic year levels. Using a quantitative research design and employing simple random sampling, data were gathered from 252 BSBA-MM students who joined the 2023-2024 2^nd semester Market Day Activity. A researcher-developed instrument was used in this study. An F-test power analysis indicated that the minimum sample size to yield a statistical power of 95 percent with an alpha of .05 and an effect size of (d=.30) was 252. A mediation analysis approach was employed to measure the interrelationships between student activity appreciation, participation, and learning effectiveness within the context of the BSBA-MM Program's Market Day Activity.

Findings: The results showed that Activity Participation (AP) significantly and positively affected Activity Appreciation (AA) (β = .676, t = 11.652, p < .000), while AP had a moderately positive influence on Learning Effectiveness (LE) (β = .542, t = 7.749, p < .000). This indicated that respondents with higher levels of participation (AP) showed more appreciation (AA) for Market Day Activity. Participation also had a significant direct and positive influence on learning effectiveness (β = .138, t = .080, p < .042). Meanwhile, the indirect effect of activity participation (AP) on learning effectiveness (LE) (β = .366, t = 6.018, p < .000) was partially mediated. Furthermore, these results revealed that AP impacted learning effectiveness, suggesting that encouraging students to actively participate in the Market Day Activity can lead to a stronger appreciation of and perceived importance of it, which may eventually be converted into positive learning outcomes. This emphasizes the idea that when such activities are embraced by students, one benefit of such active engagement is positive learning experiences.

Contribution/Impact on Society: By understanding the interplay among variables, educators and program administrators of the BSBA-MM Program may consider introducing policies that are based on the study's conclusions. It further suggests that in addition to student participation, other factors such as activity appreciation and learning effectiveness can drive positive educational outcomes and contribute to the overall success of the programs. Instructors should implement activities that encourage active participation, which leads to increased appreciation for the activity and contributes to students' overall academic success. These interplays will eventually translate into creating competent and effective workers, marketers, or entrepreneurs.

Recommendations: Program administrators, educators and other stakeholders of higher educational institutions should develop strategies to foster a supportive climate that encourages student participation and appreciation, as this in turn can enhance overall learning outcomes. By promoting participatory programs and active academic activities, college instructors can foster deeper student appreciation of activities, thereby producing graduates who are competent and effective business administrators and entrepreneurs. These factors are needed to succeed in the marketing industry.

Research Limitation: The research was conducted within a single program, and the findings may not be applicable to other academic programs, either within the university or elsewhere. Follow-up research on the relationships analyzed in this study across various academic programs or institutions would improve the generalizability of the results.

Future Research: Future research may integrate objective assessments of learning outcomes to validate these results. If causal inference methods were employed in future studies, this would enhance the robustness of these findings, as the cross-sectional nature of the data restricts the capacity to establish such relationships.

Spiritual Identity Formation of Non-Adventist Individuals in a Faith-based Higher Education Institution in Thailand

Paula Cikũ Njine — 2025-11-27

Aim/Purpose: This study aimed to explore the influence of religion on the identity formation of individuals, particularly within the context of higher education. Specifically, it sought to investigate how religious beliefs influence one’s pursuit of meaning, purpose, and a unified sense of self. As identity development is a critical task during young adulthood, particularly among university students, the study examined how spiritual transformation and faith-based affiliation play an integral role in shaping individual identity.

Introduction/Background: Identity formation is a developmental process through which individuals come to understand who they are in relation to the world around them. It encompasses multiple dimensions, including personal values, social roles, and future aspirations. Religion, as a powerful socio-cultural and personal force, has been widely acknowledged in scholarly literature as a significant factor in this process. Religious belief systems provide moral frameworks, community support, and existential meaning, which can guide individuals through periods of uncertainty and self-exploration.

In faith-based educational institutions, students are often immersed in an environment that actively promotes spiritual development alongside academic learning. Such settings provide opportunities for students to explore religious teachings, participate in faith-based activities, and form relationships with others who model religious commitment. These influences may contribute to the shaping of both spiritual and non-spiritual dimensions of identity. However, research on the specific mechanisms through which religion influences identity formation remains limited, particularly in non-Western contexts. This study addresses that gap by examining how exposure to religious beliefs and practices within an educational setting contributes to the development of identity.

Methodology: This study employed a phenomenological qualitative research design, using purposive sampling to select participants who had undergone a religious transformation during their time in a faith-based academic environment. Three individuals who had previously identified as spiritual seekers and later committed to a specific faith tradition were invited to participate in in-depth, semi-structured interviews. The guiding questions focused on participants' pre-conversion experiences, the process of learning about the religion, their decision to join the faith community through baptism, and how their identities had changed since their religious commitment. The interviews were audio-recorded, transcribed, and analyzed thematically. The data were coded to identify recurring patterns and categorized into three key stages: pre-conversion searching, religious engagement and transformation, and post-conversion identity integration. This framework was used to trace the progression of spiritual influence on the participants’ self-concepts and personal development.

Findings: Participants described their initial state as one of inner conflict, characterized by a profound yearning for peace, healing, and clarity of life direction. They reported feeling spiritually disconnected and searching for answers that they believed could not be found through secular means. This phase was marked by emotional vulnerability and openness to new perspectives. The second stage of the journey began when participants encountered individuals within the religious community whose lives and values made a lasting impression. Through these interpersonal connections, they were introduced to religious teachings, community activities, and structured spiritual practices. As participants engaged more deeply with religious texts and communal worship, they reported growing clarity, emotional stability, and a sense of belonging. This phase culminated in their decision to undergo baptism, symbolizing a formal commitment to the faith. In the post-conversion stage, participants experienced a reorientation of their identity across multiple dimensions. Spiritually, they described a deeper relationship with a higher power and increased commitment to religious practices. Mentally, they noted greater peace of mind, moral clarity, and purpose. Socially, they developed stronger, values-aligned relationships. Physically, some participants reported lifestyle changes inspired by religious teachings on health and wellness. These transformations were described as rapid and noticeable, occurring within a relatively short period after conversion.

Contribution/Impact on Society: The findings of this study highlight the multifaceted role of religion in identity formation. Religious involvement not only shapes spiritual beliefs, but also influences mental health, social relationships, and behavioral patterns. In a broader societal context, this highlights the potential of faith-based communities and institutions to promote holistic personal development, particularly among young adults navigating transitional life stages. The study also brings attention to the role of lived experiences—such as interpersonal relationships and community engagement—in encouraging religious exploration and identity consolidation.

Recommendations: Given the powerful role that religion can play in identity formation, educators and leaders within faith-based institutions should intentionally cultivate environments that encourage open dialogue, reflection, and authentic spiritual experiences. Mentorship programs, religious study groups, and values-driven campus life initiatives can serve as effective platforms for supporting students' identity development. Moreover, curriculum designers should consider integrating discussions on spirituality, ethics, and personal growth into academic programs to promote well-rounded development.

Research Limitations: One limitation of this study was its small sample size, consisting of only three participants, which restricts the generalizability of the findings. Additionally, the study focused on a single religious tradition and took place within a particular type of educational institution, which may not reflect the experiences of individuals in other contexts or faiths. Social desirability bias may also have influenced participants' responses, given the spiritual nature of the subject.

Future Research: Future studies could expand this research by including a more diverse participant pool across different faith-based affiliations and institutional settings. Longitudinal studies could also provide deeper insights into how religious identity evolves over time. Comparative studies between faith-based and secular institutions may further illuminate the distinct ways that environments shape identity development. Integrating quantitative measures alongside qualitative narratives could also enhance the robustness of findings.

Factors Affecting Chinese Purchase Intention of Commercial Long-Term Care Insurance: A Consumer Cognition Perspective

Xiaojuan Yu — 2025-11-27

Purpose: China has become the country with the largest elderly population and the fastest growth rate in the world; therefore, market demand for long-term care among Chinese consumers is growing increasingly large and urgent. To provide long-term care for consumers, commercial long-term care insurance is expected to become a new growth point for insurance companies as the state copes with an aging population. However, mechanisms that drive consumer cognition on purchase intentions of commercial long-term care insurance are still unclear. So taking the impact of consumer cognition on purchase intentions of commercial long-term care insurance as the core issue, this study explored how consumer cognition affected purchase intentions of commercial long-term care insurance.

Introduction: Based on the Theory of Planned Behavior (TPB), along with content from a literature review and expert consultation, seven dimensions of consumer cognition variables were incorporated into a research model, including performance expectancy, social influence, culture concept, insurance knowledge, risk perception, trust, and personal norms. Attitude, which was theorized to have the strongest predictive ability for behavioral intention, was selected as the mediating variable, and its role in the path relationship between consumer cognition and purchase intention was investigated. Finally, a consumer purchase intention model was constructed from the perspective of consumer cognition that verified the influence of consumer cognition on purchase intention of commercial long-term care insurance.

Methodology: In this study, an empirical analysis approach was employed. Permanent residents aged 45-59 in Henan Province were selected as the research subjects. For data collection, a survey method was adopted. Convenience sampling was used to distribute online questionnaires, and 400 valid questionnaires were recovered. For data analysis, a well-known statistical software package was used for descriptive statistical analysis, along with Partial Least Squares Structural Equation Modeling.

Findings: The results showed that consumer cognition had significant positive effects on purchase attitude (β= .80, p < .001) and purchase intention (β= .23, p < .001). Purchase attitude also exerted a significant positive influence on purchase intention (β= .67, p < .001). Meanwhile, purchase attitude (β= .53, p < .001) served as an important mediating variable in the impact of consumer cognition on purchase intention. The study’s findings highlighted that enhancing consumer cognition of commercial long-term care insurance can significantly improve purchase attitude and intention.

Contribution: From the perspective of consumer cognition, the psychological mechanisms underlying consumers' purchase decisions for commercial long-term care insurance were explored. This study differed significantly from previous research on the purchase intention of commercial long-term care insurance by examining aspects such as consumers' health conditions, income, and the situation of their children, providing a new theoretical perspective for studying consumers' purchase intention of insurance products. Furthermore, "consumer cognition" was introduced as a leading factor influencing attitude. While following the core framework of TPB, these findings expand the understanding of the cognitively driven mechanisms that form attitudes and enrich the application value of TPB theory in the field of complex insurance products.

Furthermore, the research results provide a clear direction for insurance enterprises to optimize their marketing strategies from the perspective of enhancing consumer awareness. At the same time, they also offer a feasible solution for the country to encourage consumers to purchase commercial long-term care insurance to alleviate the social pressure of elderly care. The findings also have positive policy reference value for promoting the sustainable development of an aging society.

Recommendations: Insurance companies can enhance consumers' intention to purchase commercial long-term care insurance by raising their levels of cognition. To enhance consumer cognition, efforts can be made based upon the seven dimensions for measuring consumer cognition, namely performance expectancy, social influence, culture concept, insurance knowledge, risk perception, trust, and personal norms. Similarly, to alleviate the pressure of an aging society, the state can also formulate policies and guidelines from the perspective of consumer cognition to promote consumer purchases of commercial long-term care insurance.

Research Limitations and Future Research: In this study, Henan Province in China was selected as the target area, a convenience sampling method was used to collect data, and the influence of consumer cognition on purchase intention of commercial long-term care insurance was empirically analyzed. Future researchers could optimize three aspects of the research design, expanding it across other regions and cultures, along with increasing the sample size and number of influencing factors. This would enable a more comprehensive and detailed understanding of the driving mechanisms of consumers' purchase intentions.

Integrating Values Education into Teaching: Perspective from Subject Teachers in Thailand

Aye Thida Win — 2025-11-27

Aim/Purpose: This study explored how Adventist teachers integrate values education into their teaching practices, and its impacts on student development within Christian educational contexts. It specifically focused on the integration of values education, particularly Biblical moral values, by science and mathematics teachers at Adventist International schools in Thailand.

Introduction/Background: Values education is essential for shaping students’ character and moral compasses in today’s era. Increasingly, growing evidence suggests a concerning trend of moral decline that has impacted the field of education. Reports of questionable attitudes, student altercations, and even criminal behavior among young people raise an alarm within communities. If these issues are not addressed, it will become increasingly difficult to find effective ways to strengthen both societal and student morality. Although the importance of moral education is widely recognized, research indicates that moral instruction is often treated as a separate subject instead of being integrated into academic learning. This separation can make values feel abstract or disconnected from students' real-life experiences and daily decision-making.

Christian school settings, particularly within the Adventist educational framework, are based on holistic development and aim to enhance students’ spiritual, intellectual, physical, and moral growth. Adventist education prioritizes the word of God, the Bible, as the focus of knowledge. Teachers in Adventist education serve as spiritual mentors, integrating faith into their teaching methods. While this philosophy positions values education as integral to the curriculum, in practice, moral values are still at risk of being taught in isolation, limiting students’ ability to recognize their relevance across subject areas. There is currently limited empirical evidence on how Biblical moral values are integrated into academic subjects, particularly in fields like science and mathematics. Additionally, few studies explore how this integration takes place at various stages of teaching—before, during, and after lessons. Addressing this gap is essential for understanding how Adventist teachers can successfully integrate faith, values, and academic rigor, which is important for students’ holistic development.

Methodology: This research employed a qualitative, descriptive phenomenological approach, focusing on the experiences of ten teachers with a minimum of five years of teaching experience in Adventist education. The study was conducted in three different provinces of Thailand, focusing on Adventist International Schools located in Bangkok, Nakhon Ratchasima, and Saraburi. These schools were chosen because their teachers and students come from diverse cultural and religious backgrounds, providing rich perspectives for exploring the integration of moral values in education. Data were collected through semi-structured interviews, and thematic analysis was employed to understand the teachers' experiences during three phases: pre-teaching, during teaching, and post-teaching. The study was validated through peer review and member checking to ensure accurate reflection of the participants' experiences and perspectives. Direct quotations were used to support analytical assertions and ensure the reliability, accuracy, and consistency of the coding process.

Findings: The findings revealed that during the pre-teaching phase, teachers intentionally planned moral values by setting clear moral objectives and using Biblical verses or stories that aligned with their lesson content. During the teaching phase, teachers connected Biblical values to lesson contents through real-life applications, facilitated discussions on moral issues, and served as models of Christian behavior. Teachers applied various pedagogical strategies and approaches, including analogies, cooperative, hands-on, experiential learning, critical thinking, consistent moral teaching, and fostering student autonomy, to make moral concepts engaging and meaningful for students. In the post-teaching phase, teachers reflected on the behavioral changes observed in students, such as increased classroom harmony, unity, respect, leadership, and responsibility. The study also found that integrating moral values has a lasting impact on students’ moral development, providing lifelong guidance and protection.

Contribution/Impact on Society: This study provides practical insights for Christian teachers seeking to nurture moral growth alongside academic learning. It emphasizes the importance of intentional planning, various teaching strategies, including cooperative learning, hands-on experiences, critical thinking, metaphorical, mana-inspired leadership, and reflective practices. These strategies are crucial in shaping students’ moral development within faith-based education systems. The study also contributes to a deeper understanding of how faith and education can be effectively integrated to support students’ holistic development.

Recommendations: Schools in faith-based educational settings may consider implementing similar frameworks to promote moral reasoning and social responsibility. To facilitate the effective integration of faith and learning, schools should provide workshops on faith-based integration strategies, for example, connecting Biblical analogies in science and math, designing moral dilemma activities, promoting students' autonomy, cultivating positive mindsets, and encouraging collaboration among teachers to share best practices for integrating moral values into diverse subjects.

Research Limitation: This study’s scope focused on the experiences of science and math teachers in Adventist International Schools. This limits its applicability to other subjects or educational institutions outside the context of Christian schools. While the study emphasized the role of teachers, it did not consider the perspectives of students, including students' viewpoints, which could have provided a more comprehensive understanding of the impacts and effectiveness of these practices.

Future Research: Future researchers are encouraged to collect data from multiple sources, including teachers’ lesson plans, classroom observations, and student feedback surveys. Additionally, future studies replicating this study among non-Adventist Christians, secular institutions, or other cultural contexts may assess the generalizability of the findings. Furthermore, conducting student-centered research may provide further enriched insights into the perceived impact of values education on their moral development.

Program Quality and Viewer Satisfaction: A Study of Hope Channel Southeast Asia

Yinuo Fan — 2025-11-27

Aim/Purpose: This research study aimed to address a lack of insight into the viewing behaviors and preferences of Hope Channel Southeast Asia’s audiences. By examining content engagement, program length, media access, and content sharing behavior, the study endeavored to help the channel create more relevant programming. It also identifies regions with strong viewership to improve outreach and tailor promotional efforts. Understanding these dynamics is particularly important in the context of a rapidly evolving digital media landscape.

This research also sought to examine the relationship between audience perception and overall satisfaction with Hope Channel Southeast Asia programs. Beyond identifying viewing habits and engagement, it aimed to measure how viewers’ perceptions of program quality—such as clarity of content, presenter effectiveness, technical production, and cultural relevance—influence their level of satisfaction and willingness to recommend the channel to others. By investigating this relationship, the research contributes to a deeper understanding of how perception drives satisfaction in faith-based media consumption. This objective is particularly important because it provides evidence-based insights to design programming strategies that would not only attract viewers, but that also sustain long-term engagement and loyalty.

Introduction/Background: Building on previous research about social media’s role in religious outreach, the study explored the relationship between program quality and viewer satisfaction in the digital age. It investigated how content clarity, presenter style, technical quality, and cultural relevance influence viewer satisfaction and engagement. These factors were examined through the lens of the Uses and Gratifications Theory and Social Exchange Theory, which provided a framework for understanding audience motivation and the perceived rewards associated with media consumption.

Methodology: To explore these factors, a quantitative, descriptive, cross-sectional research design was employed. A survey utilizing a structured online questionnaire captured demographic information, viewer behaviors, satisfaction ratings, and a Net Promoter Score. Satisfaction was measured based on the perceived quality of program content, presenter effectiveness, technical quality, and perceived benefits for viewers. The target population consisted of followers of Hope Channel Southeast Asia on social media, estimated at around 20,800, with actual viewership likely exceeding this figure. A quota sample was used to ensure proportional representation across three key language groups: English (36%), Bahasa Malaysia (37.5%), and Thai (26.5%). The survey was available in all three target languages and took approximately 10–15 minutes to complete; a total of 359 responses were received. Confidentiality was maintained throughout the data collection and analysis process.

Findings: The study’s findings revealed that Hope Channel Southeast Asia predominantly engages audiences between the ages of 21 and 50, with a slight majority of male viewers. The largest groups of respondents were from Malaysia and Thailand, and 83.88% of them identified as Seventh-day Adventists. Viewing habits varied by language group: English speakers tended to watch daily, Malays watched less frequently, and Thais engaged mostly on a weekly basis. Satisfaction levels were generally high across all groups, with mean scores above 3.41 for content quality, presenter style, technical aspects, and perceived program benefits. However, some areas for improvement were identified, such as video consistency, presenter persuasiveness, and emotional engagement. Respondents expressed interest in topics related to health, family, Bible-based teachings, and addiction recovery, particularly among Thai viewers, while a large portion of respondents expressed willingness to share content.

Contribution/Impact on Society: This study contributes to the existing literature on Christian media by showing that Hope Channel Southeast Asia effectively reaches younger and middle-aged viewers, especially through short-form content on mobile and social media platforms. It also confirmed that perceived content quality—clarity, presenter expertise, and technical production—strongly influences viewer satisfaction, supporting the Uses and Gratifications and Social Exchange theories. The research highlighted evolving expectations for higher production quality in faith-based media, suggesting that viewers are increasingly seeking professional standards, even in religious programming. A significant contribution of this study was its identification of culturally specific content preferences, such as the Thai audience’s interest in addiction recovery. This emphasizes the need for localized and culturally relevant programming.

Recommendations: Based on these findings, several recommendations are proposed for Hope Channel Southeast Asia. For English-speaking audiences, the channel should increase production of short-form, mobile-friendly content that blends spiritual insights with practical life applications. Malay programming should include more interactive formats, such as panel discussions and question-and-answer segments, alongside deeper spiritual content that resonates with local cultural values. For Thai audiences, the focus should be on addiction recovery, mental health, and personal transformation, with content that incorporates local testimonies and emotionally authentic presenters. Across all groups, improving technical quality, particularly video sharpness and audio clarity, along with enhancing presenter persuasiveness and emotional connection, would be crucial for fostering deeper engagement.

Research Limitations: While this research provides valuable insights, it has several limitations. The sample was predominantly composed of Seventh-day Adventists (83.88%), which may skew preferences and satisfaction trends, reducing generalizability to broader Christian or interfaith audiences. Additionally, the use of convenience sampling and reliance on online surveys likely overrepresented digitally engaged viewers, while underrepresenting those who consume content through traditional broadcast or offline means. Self-reported data also introduces the possibility of social desirability and memory biases, and the cross-sectional nature of the study prevents the analysis of long-term trends or causality.

Future Research: To address these limitations, future research could use stratified random samples to include a broader demographic representation. Longitudinal studies would enable researchers to track satisfaction changes over time as programming adjustments are implemented. Moreover, adopting a program-specific evaluation model where viewers assess individual programs would provide data that are more detailed and actionable. Finally, qualitative research methods, such as interviews or focus groups, would allow for a deeper understanding of the emotional and cultural factors influencing viewer satisfaction and content sharing.

Religious Ideology Trends in the Eyes of the New Generation: Conflict, Reinterpretation, and Faith-Based Discrimination

Utis Tahom — 2025-11-27

Aim/Purpose: This study aimed to explore how younger generations interpret, negotiate, and critique religious ideologies in contemporary society. It focused on three core dimensions: (1) ideological conflict between traditional religious teachings and modern values, (2) reinterpretation of religious beliefs within the context of digital culture and individual autonomy, and (3) experiences of faith-based discrimination, particularly as they relate to gender, sexuality, and non-religious identities. The research responds to a global phenomenon in which religious affiliation is declining, yet moral and spiritual inquiries persist in new and complex forms.

Introduction/Background: Religious ideology has long provided frameworks for explaining life’s existential questions, shaping moral behavior, and structuring social order. However, in an era marked by globalization, secularization, digital communication, and identity pluralism, the authority of traditional religious institutions has been increasingly challenged. Younger generations—particularly Gen Z and Millennials—are no longer passive recipients of inherited religious beliefs. Rather, they critically assess and selectively engage with religious teachings. This study, situated in the culturally diverse Nakhon Sri Burin region of Thailand (comprising Nakhon Ratchasima, Buriram, Surin, and Sisaket Provinces), investigated this paradigm shift through the lens of sociology of religion, drawing on theories by Berger, Althusser, and Foucault. Religion is framed as both a system of meaning-making and a power-laden ideological apparatus whose role in modern life is undergoing reconfiguration.

Methodology: The research employed a qualitative, phenomenological approach to capture the lived experiences of younger individuals across diverse religious and non-religious backgrounds. Purposive sampling was used to select 100 participants, classified into four groups: religious leaders (20), young religious adherents (40), non-religious youth (30), and scholars of religion (10). Data collection methods included in-depth interviews, focus group discussions, and non-participant observation of religious practices across Buddhist, Christian, and Islamic communities. Thematic content analysis and pattern analysis were employed to identify recurring interpretations, critiques, and reconfigurations of religious ideology. Documentary research and secondary data supported the empirical findings by offering a broader theoretical and sociocultural context.

Findings: Three major findings emerged. Ideological Conflict and Selective Belief: Many young people perceive traditional religious ideologies as incompatible with contemporary ideals of equality, individual rights, and scientific reasoning. This has resulted in the rejection of certain doctrinal elements (e.g., gender hierarchy, moral absolutism) while retaining or reinterpreting others (e.g., compassion, forgiveness, mindfulness). This phenomenon aligns with the concept of “believing without belonging,” where individuals maintain spiritual values outside institutional frameworks. Reinterpretation of Religion through Digital Culture: The digital era has facilitated new forms of religious engagement. Participants reported accessing religious content through platforms like TikTok, YouTube, and podcasts, often bypassing traditional religious authorities. This has fostered the rise of personalized religiosity, syncretism, and hybrid spiritual practices. Religious meaning is now negotiated interactively, informally, and with critical distance from clerical control. Faith-Based Discrimination and Calls for Reform: Discriminatory experiences—particularly among LGBTQ+ youth, women, and non-religious individuals—highlight the exclusionary tendencies of some religious institutions. Many participants voiced a desire for religious reform that prioritizes inclusivity, compassion, and ethical integrity over rigid adherence to outdated dogmas. These critiques do not signal rejection of religion per se but demand a morally relevant and socially just reinterpretation.

Contribution/Impact on Society: This research contributes to the understanding of how young people actively transform religious ideology in ways that affirm human dignity, pluralism, and autonomy. It underscores the erosion of institutional monopoly over spiritual meaning and highlights the creative capacity of youth to construct alternative ethical frameworks. By revealing how religion functions as both a site of oppression and liberation, the study enriches sociological debates on religion, identity, and generational change. Practically, the findings can inform religious institutions, educators, and policymakers seeking to engage youth in inclusive and constructive ways. It also offers pathways to address intergenerational tensions, religious intolerance, and ideological polarization.

Recommendations: For Religious Institutions: Create inclusive spaces that welcome critical dialogue, affirm diverse identities, and decenter hierarchical authority. Religious leaders should receive training in interfaith sensitivity, gender inclusion, and youth engagement. For Educators: Incorporate religious literacy into educational curricula with an emphasis on critical thinking, pluralism, and comparative belief systems to equip students for life in a multi-faith, secular world. For Policymakers: Enact laws that protect freedom of religion and belief, especially for minority faith groups and non-religious individuals. Public institutions should ensure that no citizen is disadvantaged due to their religious identity or lack thereof.

Research Limitation: The study is geographically limited to the Nakhon Sri Burin region in Thailand and thus may not fully capture the diversity of religious experience in other parts of the country or in different cultural contexts. The qualitative nature of the research, while rich in depth, does not allow for generalizability to larger populations. Additionally, the reliance on self-reported data may introduce potential biases linked to social desirability or selective memory.

Future Research: Further studies could expand the geographic scope or employ mixed methods approaches to compare generational religious perspectives across regions and belief systems. Future research should explore long-term implications of religious deinstitutionalization on civic engagement, moral development, and social cohesion. Investigating how digital religion influences political behavior, social activism, and community formation among youth may also yield valuable insights.

Entrepreneurial Orientation and New Venture in Thailand's Railway Industry: The Moderating Role of Opportunity Recognition

Tanyanart Yanpiboon — 2025-11-27

Aim/Purpose: This study examined the relationship between entrepreneurial orientation (EO) dimensions—innovativeness, risk-taking, and proactiveness—along with opportunity recognition, and new ventures in Thailand's railway industry, which has undergone significant transformation from a state monopoly to increased private sector participation. The research aimed to understand how entrepreneurial capabilities function within a highly regulated, capital-intensive industry in an emerging market context, and how opportunity recognition potentially enhances these relationships.

Introduction/Background: Despite the importance of EO in organizational success across various industries, there is limited research on its role in highly regulated and capital-intensive sectors such as the railway industry, particularly in emerging markets like Thailand. This study addressed this gap by investigating how EO dimensions influence new venture performance in Thailand's railway industry and how opportunity recognition moderates these relationships. The railway industry presents distinctive challenges for entrepreneurship due to high entry barriers, government regulation, complex stakeholder relationships, and substantial capital requirements. These industry-specific factors create a unique context for testing the boundary conditions of entrepreneurial orientation theory and examining how entrepreneurs can succeed despite regulatory constraints.

Methodology: This quantitative study employed survey methodology, collecting data from 174 companies involved in Thailand's railway industry (43.50% response rate). Respondents included company owners, senior executives, and managers from various railway-related businesses such as infrastructure developers, equipment suppliers, operators, and logistics service providers. The questionnaire used 5-point Likert scale items to measure EO dimensions (innovativeness, risk-taking, proactiveness), opportunity recognition, and new venture performance. The research model was tested using SmartPLS 4.0 to analyze factor loadings, reliability, validity, and hypothesis testing, with appropriate model fit indices (SRMR = .071, Chi-square = 387.002, NFI = .800) confirming the model's validity.

Findings: The results showed that all three dimensions of EO positively influenced new venture performance in Thailand's railway industry, with varying effect sizes. Proactiveness demonstrated the strongest direct effect (β = .643, p < .010), followed by risk-taking (β = .322, p < .001) and innovativeness (β = .001, p < .001). More importantly, opportunity recognition positively moderated the relationships between innovativeness and new venture performance (β = .702, p < .001) and between risk-taking and new venture performance (β = .669, p < .004). However, opportunity recognition did not significantly moderate the relationship between proactiveness and new venture performance (β = .513, p = .073). Interaction analyses revealed that innovativeness and risk-taking primarily enhanced performance when coupled with strong opportunity recognition capabilities, while proactiveness created benefits regardless of opportunity recognition levels. The control variables of company age and size also showed small but significant positive effects on new venture performance (β = .089, p < .05 and β = .104, p < .05, respectively).

Contribution/Impact on Society: This study advances understanding of EO and opportunity recognition in regulated industries within emerging markets. It demonstrates how companies can leverage entrepreneurial capabilities despite regulatory constraints, particularly in sectors with significant government involvement. The findings highlight the importance of opportunity recognition as a strategic capability that enhances the effectiveness of entrepreneurial approaches, especially for innovation and risk management in regulated contexts. By identifying which entrepreneurial dimensions benefit most from strong opportunity recognition, the study provides a more nuanced understanding of entrepreneurship in complex regulatory environments. This contributes to both theory development and practical guidance for entrepreneurs in infrastructure sectors undergoing regulatory transition.

Recommendations: For entrepreneurs entering or operating in Thailand's railway industry, developing robust opportunity recognition capabilities is crucial for enhancing innovation outcomes and effectively managing risks. Companies should establish systematic processes for monitoring changes in market demands, technological environments, economic conditions, and regulatory frameworks. These opportunity recognition processes should be particularly connected to innovation and risk management functions, while recognizing that proactive approaches may derive value primarily through execution advantages rather than superior opportunity identification. For policymakers, the study suggests that regulatory frameworks should be designed to create "entrepreneurial space" within necessary safety and operational regulations, potentially through regulatory sandboxes that allow controlled experimentation with new technologies and business models. Industry associations should facilitate knowledge sharing about successful entrepreneurial approaches within regulatory boundaries.

Research Limitations: The study's focus on Thailand's railway sector may limit generalizability to other emerging markets or regulated industries. The reliance on self-reported data from single respondents within each company may introduce common method bias. Additionally, the cross-sectional design limits causal inferences about the relationships examined. The unusually small coefficient for innovativeness requires careful interpretation, though its strong interaction effect suggests its impact primarily manifests through opportunity recognition.

Future Research: Future studies could extend this framework through comparative analyses across different emerging markets or transportation sectors, employ longitudinal designs to examine how entrepreneurial orientation evolves over time in regulated environments, or explore potential negative consequences of entrepreneurial approaches in safety-critical sectors. Research could also investigate the organizational mechanisms that enable effective opportunity recognition in highly regulated contexts and examine how different types of regulations (safety standards, market entry requirements, pricing controls) differentially impact EO dimensions. As digital transformation continues to affect the railway industry, studies could explore how technological disruption creates new entrepreneurial opportunities within regulatory frameworks.

Examining Actual and Perceived VARK Learning Preferences Among Secondary Students in Malaysia

Naltan Lampadan — 2025-11-27

Aims/Purpose: The main objectives of this study were to assess whether students' perceptions of their learning preferences were aligned with their actual learning preferences and to evaluate the extent of their metacognitive awareness in this regard. The study aimed to evaluate secondary school students' awareness of their personal learning preferences as framed by the VARK model, which categorizes learning styles into four modalities: Visual, Aural, Read/Write, and Kinesthetic.

Methodology: A quantitative analysis was conducted to determine the correlations between students' perceived learning preferences and their actual preferences. Statistical methods, including Chi-Square tests, were applied to evaluate the strength and significance of these relationships. Data were collected from a convenience sample of secondary school students, with a slight overrepresentation of female and lower-secondary students drawn from a single educational institution in Malaysia.

Findings: The findings revealed a nuanced picture of metacognitive awareness among students. No significant correlations were found between perceived and actual learning preferences in the Read/Write and Kinesthetic modalities. This lack of association indicated a low alignment between students' preferred learning modes and their actual preferences in these two categories. Such matches between perceived and actual preferences for Read/Write and Kinesthetic modalities were likely due to chance rather than genuine metacognitive insight. Consequently, the null hypothesis—that there was no relationship between perceived and actual learning preferences—could not be rejected for these two modalities.

Significant positive relationships were observed for the Visual and Aural learning modes. Students exhibited a higher level of metacognitive awareness when recognizing their preferences for learning through visual and auditory means. Therefore, the null hypothesis was rejected for the Visual and Aural modalities, implying that students' self-perceptions in these domains were more accurate and reflected their learning preferences.

Gender differences emerged as an essential factor in metacognitive awareness. Female participants demonstrated a slightly higher level of cognitive insight, with significant correlations identified between perceived and actual learning preferences for the Visual and Aural modes. By contrast, male participants showed no statistically significant alignment for any learning modalities, suggesting comparatively lower metacognitive awareness among males in this sample.

Educational level also appeared to influence awareness. Only the Visual learning mode displayed a statistically significant relationship among lower secondary students between perceived and actual preferences. The Aural mode approached significance (p = .057) but did not reach conventional levels. No significant correlations were found among upper secondary students for any learning mode, indicating a possible decline or variability in metacognitive awareness as students progress through secondary education.

When examining the overall concordance between perceived and actual learning preferences across the entire sample, 75.7% of participants showed weak alignment. Only 13.6% of the participants demonstrated complete alignment, and 10.7% of participants had no alignment. These findings highlighted a concerning portion of students who lack metacognitive awareness of their learning styles.

Contribution/Impact on Society: This study helps students become aware of their perceived and actual learning styles, promoting self-awareness and giving them a sense of control over their learning. Recognizing personal learning preferences—such as those identified in the VARK model—can also improve learning outcomes. Belief in their own abilities is a key to overcoming challenges and achieving academic success.

School personnel, such as administrators, educational policymakers, and teachers, may benefit from this study of students' learning styles. Its findings can inform the development of more effective curricula, teaching strategies, and programs that better support student success.

Additionally, parents or caregivers can use this information to guide their children's education. By understanding their children's unique learning styles, parents can provide more meaningful support and foster a home environment that complements their educational needs.

Research Limitations: While this study contributes valuable insights, it was subject to several limitations. The convenience sampling method and the focus on a single institution reduced the generalizability of the findings. The sample was skewed towards females and lower secondary students, which may have influenced the observed trends.

Recommendations: Students generally demonstrate limited awareness of their learning preferences, particularly male students, which may negatively impact their academic performance. Therefore, learning style frameworks should be used to encourage students to reflect critically on how they learn and to experiment with diverse strategies rather than pigeonholing them into fixed categories.

Teachers should use learning style models as starting points for discussions, encouraging students to explore and reflect on their learning processes and promote flexibility rather than fixed labeling. Regular professional development should be provided for educators on the practical, evidence-based use of learning styles to enhance metacognitive skills rather than simply categorizing learners.

Future Research: Future research should include more diverse and randomized samples across multiple educational contexts to validate and extend these findings. Given the gender disparities identified, further research is also warranted to examine the underlying causes of these differences, potentially involving psychological, social, or cultural factors.

Since metacognition is closely linked to self-regulation, understanding the factors contributing to lower metacognitive awareness is critical. Future investigations should explore how educational interventions can nurture and improve metacognitive skills, including applying learning style models like VARK.

The scope of future research should be broadened to investigate how learning preference awareness interacts with demographic factors such as age, gender, and cultural background. Longitudinal studies could provide valuable insights into how metacognitive awareness evolves with targeted interventions over time.

Unlocking Potential Through Upskilling: Motivators and Barriers Among Professional Support Staff in Higher Education

Wallapa Suengkamolpisut — 2025-11-27

Aim/Purpose: The increasing complexity of academic institutions highlights the importance of continuous professional development for all staff. However, the motivators and barriers influencing upskilling engagement among administrative and technical staff remain underexplored in existing research. This study examined how these factors shape the professional development experiences of non-teaching staff who play a critical–yet often overlooked–role in supporting institutional adaptability and performance.

Introduction/Background: Grounded in self-determination theory, this study examined how motivational factors and institutional dynamics shape upskilling engagement among administrative and technical staff in higher education. By focusing on this often-overlooked segment of the academic workforce, the study addressed a gap in professional development research and offers practical insights for building institutional capacity in times of rapid change and digital transformation.

Methodology: This study adopted a qualitative case study design to explore how intrinsic and extrinsic motivators, alongside institutional barriers, influence upskilling engagement among administrative and technical staff. The case focused on a single academic unit within a large public university in Thailand. All 12 full-time staff participated (purposive sampling), representing roles in information technology, finance, general administration, and operations. Data were collected through semi-structured interviews, guided by self-determination theory constructs and perceived barriers. The thematic analysis followed Braun and Clarke’s six-phase framework. The researchers independently coded the data, with consensus reached through iterative discussion, providing a rich, context-specific understanding of how motivation and institutional factors interact in practice.

Findings: The study identified three core intrinsic motivators driving engagement in professional development: intellectual curiosity, professional identity, and a lifelong learning orientation. These motivators reflected the importance of autonomy, competence, and relatedness in sustaining participation. Extrinsic motivators—including institutional support (particularly funding), career advancement opportunities, and recognition—further enabled engagement by signalling institutional value and support for staff development.

At the same time, several institutional barriers impeded participation. The most frequently cited obstacle was workload pressure, with many staff unable to balance daily responsibilities with development opportunities. Bureaucratic inefficiencies, such as complex funding processes and unclear approval mechanisms, discouraged staff from pursuing available opportunities. In addition, many training programmes were poorly aligned with the specific needs of administrative and technical staff, reducing the perceived value of participation.

The findings highlighted that effective engagement in upskilling arises from the dynamic interplay between personal motivators and institutional conditions. While strong intrinsic and extrinsic motivation can help staff overcome minor challenges, persistent systemic barriers undermine even highly motivated individuals. Institutions that support autonomy, competence, and relatedness—through responsive policies and inclusive practices—are better positioned to foster sustained engagement and resilience in their workforce. Addressing these barriers is critical to unlocking the full potential of professional development efforts and supporting long-term organisational adaptability.

Contribution/Impact on Society: This study extends self-determination theory by applying it to an underexplored group—administrative and technical staff in higher education—and demonstrats that their motivation to upskill was shaped through the dynamic interaction of personal drivers and institutional structures. It contributes to the body of knowledge by highlighting how institutional environments can either support or suppress the core psychological needs of autonomy, competence, and relatedness. Practically, the findings provide evidence for designing professional development strategies that are inclusive, role-specific, and responsive to the lived experiences of non-teaching staff. By advancing understanding of these dynamics, the study supports institutional efforts to build a motivated and adaptable workforce, contributing to Sustainable Development Goals such as SDG 4 (Quality Education) and SDG 8 (Decent Work and Economic Growth). It also offers actionable insights for academic leaders, human resource practitioners, and policymakers seeking to enhance the impact of staff development initiatives within an increasingly complex higher education landscape.

Recommendations: Institutions should adopt development strategies that address both motivational drivers and structural barriers. Key actions include allocating protected time for development, streamlining access to funding, involving staff in program design to ensure relevance, linking upskilling to career progression, and embedding recognition practices. A holistic, inclusive approach can strengthen engagement and resilience as higher education adapts to digital and organisational transformation.

Research Limitations: This study was limited to a single academic unit within one Thai university, which may limit transferability of its findings to other institutional or cultural contexts. Additionally, as a qualitative study based on self-reported interviews, the results reflect participants’ subjective experiences and may not capture unspoken influences on engagement in professional development. Further exploration in diverse institutional settings is needed to validate and extend these findings.

Future Research: Future research should examine motivational dynamics across varied institutional and cultural contexts, using comparative or multi-site designs. Mixed-methods and longitudinal approaches are recommended to explore the long-term effects of upskilling on retention, career mobility, and institutional adaptability. Further investigation into the role of leadership, human resource policy, and workplace culture in shaping engagement would also be valuable.

The Fall of the Damsel in Distress and the Rise of the Modern Heroines: An Archetypal-Gynocriticist Study of Select Contemporary Epic Fantasy Novels

Cyrille P. Tolentino — 2025-11-27

Aim/Purpose: This study examines the evolving representation of female heroines in contemporary epic fantasy, addressing the long-standing marginalization of women in the genre. While earlier works often confined women to roles such as the “damsel in distress” or passive companions, recent novels have begun to subvert these tropes by presenting heroines who are complex, empowered, and central to the narrative. Using Elaine Showalter’s gynocriticism and Carl Jung’s archetypal criticism, this paper investigates how female protagonists in Samantha Shannon’s (2019) The Priory of the Orange Tree (2019), Leigh Bardugo’s (2012) Shadow and Bone, and Alexandra Bracken’s (2021) Lore reflect newly emerging constructs of womanhood. In doing so, it identifies shared traits and interprets the cultural and literary implications of these portrayals within the 21st-century epic fantasy tradition.

Introduction/Background: Historically, women have been confined to domestic roles and excluded from education and public life, their subordination reinforced by social norms and even Darwinian ideology (Beck, 2016; Bergman, 2002; Sultana, 2011). Literature mirrored this hierarchy: classical and early epic fantasy privileged male heroes, reducing women to damsels or supporting figures (Wolford, 2011). Recent feminist writers, however, have subverted these tropes, introducing heroines who lead, fight, and redefine power—paralleling the increasing prominence of women in contemporary literature (Thomas-Corr, 2021). By analyzing how these more recent works construct female protagonists, this study highlights the paradigmatic shift from male-centered heroism to empowered female archetypes, positioning itself as a pioneering contribution at the intersection of feminist criticism and fantasy studies.

Methodology: This study employed a descriptive-qualitative design, which is well-suited for interpreting rather than measuring literary texts. It explored how female protagonists in selected 21st-century epic fantasy novels shift from the “damsel in distress” archetype to empowered heroines. Following Flick (2014), qualitative inquiry in literature enables the reconstruction of meaning and recognition of cultural patterns.

Corpus and Scope: The primary texts were three contemporary epic fantasy novels by women: The Priory of the Orange Tree by Samantha Shannon (2019), Shadow and Bone by Leigh Bardugo (2012), and Lore by Alexandra Bracken (2021). Selection criteria included: (1) women authors active in the 21st century, (2) English-language epic fantasy, and (3) central female protagonists. The scope was limited to heroines in these novels.

Data Collection: The authors surveyed and selected novels based on specific criteria, conducted close readings to extract passages that highlighted heroines’ traits, roles, and struggles, noted instances where portrayals aligned with or challenged archetypes, and analyzed the findings through gynocriticism and archetypal criticism.

Data Analysis: The analysis identified central heroines and their archetypal roles, compared similarities and differences across texts, and interpreted the findings through feminist discourse, highlighting the evolving role of heroines in epic fantasy.

Findings: These include Archetypal Subversion, where characters such as Ead (Huntress/Sage) and Lore (Huntress) resist traditional constructions of passive femininity by embodying both physical prowess and intellectual authority. Similarly, Sabran IX (Queen) and Alina Starkov (Maiden → Unwilling Hero) dramatize the conflict between socially prescribed roles and the pursuit of individual self-actualization. Philosophical Resonance shows that the heroines engage with deeper philosophical paradigms. Socratic ideals of wisdom and self-examination inform the trajectories of Ead and Athena. At the same time, essentialist notions of predetermined destiny surface in Sabran and Alina—though both characters ultimately contest and negotiate these constraints. Narrative Agency shows that in contrast to classical damsels confined to reactive roles, these heroines serve as narrative catalysts. Through deliberate choice, rebellion, and leadership, they propel their stories forward, embodying feminist redefinitions of agency in 21st-century epic fantasy.

Contribution/Impact on Society: This study underscores how contemporary epic fantasy serves as a transformative space for reimagining gender roles, positioning heroines not as passive figures but as agents of autonomy, resilience, and leadership. Beyond literature, such representations foster reader empowerment, encourage critical conversations on gender equality, and enrich cultural perceptions of women in leadership and heroism. Importantly, these insights hold value for curriculum reform, inviting educators to reframe literary study around inclusive narratives that better reflect the diversity and dynamism of contemporary society.

Recommendations:

For Authors and Publishers: Expand the spectrum of female archetypes beyond the “warrior woman,” incorporating intersectional identities (race, class, sexuality, disability) to reflect broader lived realities.
For Educators: Incorporate feminist fantasy into curricula alongside male-centered epics to empower readers and foster dialogue on equity, diversity, and identity.
For Scholars: Examine epic fantasy heroines through intersectional lenses—feminist, postcolonial, and queer—to reveal how power and identity are negotiated.

Research Limitation: Focus on three novels limits generalizability; broader genre surveys are needed. Gynocriticism and Jungian archetypes may overlook postmodern or non-Western feminist frameworks. Examining post-2010 works excludes earlier feminist fantasy pioneers.

Future Research:

Conduct cross-cultural studies comparing female constructs in Western and non-Western epic fantasies, revealing how cultural contexts shape the roles of heroines.
Explore historical trajectories, tracing continuities and ruptures between classical heroines and their modern re-imaginings.
Undertake reception-based analyses of how diverse readerships interpret, relate to, or resist empowered heroines in fantasy.
Examine philosophical frameworks (Socratic, Essentialist, Existentialist) to assess how female characters embody or disrupt dominant worldviews.
Extend Showalter’s notion of the “female phase” by mapping its development across contemporary fantasy, especially works authored by women and other marginalized voices.

Body Composition, Functionality, and Injuries in Football among Amateur Male University Players in Central Thailand

Hamengamon Kharsynniang — 2025-11-27

Aim/Purpose: This study examined Body Composition, level of Functionality, and Injury at a university in Central Thailand. It aimed to investigate the relationships among these variables within the context of non-athletic amateur football players in the selected geographical area, taking into account their relevant demographic characteristics.

Introduction/Background: Football is one of the most popular team sports, and many students, faculty, and staff are actively involved in it at the selected university in Central Thailand. A lack of comprehensive data exists on Body Composition and Injury risk among Thai university football players, particularly in comparison to professional athletes. Evaluating Injury becomes relevant to a relatively large population in the specific sport. The relationship between body composition and injuries among football players has been a topic of considerable research interest, particularly given the sport's physical demands. It has been found that body composition is linked to the likelihood of injury, with athletes having higher body fat percentages being more prone to injuries. Another variable of interest in this study was the level of Functionality, which is closely linked to body composition.

Methodology: A quantitative approach was employed, utilizing stratified random sampling for sample selection. This study had 113 respondents who were amateur male football players from the selected university. The data collected included general characteristics of the players, such as body composition, injury rates, and the level of functionality. Key leaders, including team captains and research assistants, administered the questionnaire to the players. Body composition was measured using the KARADA Scan Omron HBF-375, while injury and functionality were assessed via standardized questionnaires. Data were collected between April and June 2025. The statistical analysis included descriptive statistics, the Mann-Whitney comparative analysis test, the Chi-Square test, and the Kruskal-Wallis test. Jamovi Statistical Software Version 2.3.28.0 was used.

Findings: Among participants, 51% reported at least one injury during the season, with 55% of injuries occurring below the knee, and most resulting from contact mechanisms. The average body composition metrics were a Body Mass Index (BMI) of 22.98, body fat of 16.59%, and a Body Age of 28.95 years. The data showed no statistical significance (p-value > .05) between Body Composition, level of Functionality, and Injury groups. Mann-Whitney tests revealed no significant differences in Level of Functionality, BMI, Body Fat, and Body Age between Injury Groups (p-value > .05). Chi-square tests showed no association between Injury Groups and BMI across four levels (p-value > .05). Kruskal-Wallis tests revealed that there was no significance between Body Composition and Injury Groups. Although most variables did not show significant relationships, body fat demonstrated a statistically significant association with playing position (p = .003), and BMI was significantly related to the level of functionality (p = .037). The substantial correlation observed between body fat percentage and playing position implies that different positions within the team may necessitate varying body fat levels for optimal performance. The significance of this correlation between Body Mass Index and functionality suggests that as an individual's functional capacity changes, so does their BMI.

Contributions/Impact on Society: This study contributes to understanding injuries among amateur football players in non-athletic settings. The findings provided evidence that contrasted with studies linking body composition to injuries, indicating that other factors may also influence outcomes among the selected player profiles. This presented a need to investigate amateur football as a unique context with various factors that could impact Injury. It also highlights the need to enhance player awareness of training, screening, and holistic health education for student athletes in university settings. The findings of the study can be used as informative material to strengthen proposed awareness. In particular, these insights may guide coaches, health educators, and university sports administrators in developing evidence-based programs that promote injury prevention and overall athlete well-being.

Recommendations: Key recommendations can be drawn from the results of this study. First, amateur football is a unique context, and results may vary depending on the context. The ideal way to investigate them in any context would require pilot testing. Second, football organizers can establish a medical record system to document injuries (e.g., type of Injury, mechanism of injury, loss of playing days). Finally, players can reduce their risk of injury through proper pre-season training, screening, and holistic health education.

Research Limitations: Several limitations in this study are acknowledged. First, the study relied on self-reported injury data, which may be subject to recall bias. Recall bias can threaten a study’s internal validity, potentially leading to erroneous conclusions about associations between variables. Second, the sample size may have been insufficient to detect meaningful effects.

Future Research: Future research could employ larger, more diverse samples (e.g., female, older populations) and objective measures of injury (e.g., medical records) to enhance validity. Additionally, exploring interactions between body composition and other variables (e.g., fitness level, previous injury history, individual player characteristics, and environmental conditions) may provide deeper insights into injury risk factors in amateur football.

Human Behavior, Development and Society (September - December 2025)

Chomphunut Phutikettrkit — 2025-11-27

Letter from Editor

Chomphunut Phutikettrkit — 2025-11-27