Letter from Editor

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

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

369-383

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

384-394

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

395-407

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

408-421

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

422-435

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

436-447

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

448-458

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

459-472

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

473-486

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

487-501

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

502-516

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

517-528

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

529-542

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

543-557

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

558-570