Siam University Journal of Business Administration

How Well Do We Understand Soft Power?

2024-02-08T14:22:13+07:00

Soft Power is not just the promotion of a culture but it also plays a role encompassing various dimensions working together as a mechanism. The soft power concept was coined in the late 1980s and defined as the opposite of the hard power one. A country’s soft power rests primarily on three resources: its culture, its political values and its foreign policy. Three power currencies that generate gentle attraction are benignity, brilliance, and beauty. When the three power currencies have transformed into the soft power, public diplomacy is used as a means of promoting the country’s soft power. According to the Global Soft Power Index, the countries filled the top three spots over the past three years were the USA, the UK, and Germany. The lesson learned from top soft power nations shows that four key success factors are vision and role of the government, national self-esteem, consistency of creating popularity, and the target government and public acceptance.

Relations of Image of the Thai National Team Manager on the Popularity of Fans and the Success of the Thai National Football Team

2023-12-13T12:09:22+07:00

This study's objectives are: 1) to study the elements of the image of the manager of the Thai national team that affect the popularity of football fans and the success of the Thai national football team; and 2) to study the relationship between the image of the manager of the Thai national team and the popularity of football fans and the success of the Thai national football team. The population used in the study includes general Thai football fans. A sample size of 400 people was selected using a non-probability sampling method to select a convenience random sample. Statistics for analyzing the results used in the research include frequency, percentage, mean, standard deviation, and Pearson correlation. The results of the research were: 1) To study the elements of the image of the manager of the Thai national team that affect the popularity of football fans and the success of the Thai national football team. Overall, it is at a very good level. The aspect of benefit to society and community is the aspect that has the greatest impact, followed by the aspect of fame, and 2) the image relationship of the manager of the Thai national team, which affects the popularity of football fans and the success of football. Thailand National Team: It was found that the image of the Thai national team manager was not related to the popularity of football fans or the success of the Thai national football team.

Development of the Potential of the Elderly to New Entrepreneurs

2024-01-04T14:52:18+07:00

The research aimed 1) to study the potential of the elderly to become new entrepreneurs. This research was a qualitative research and establishing the grounded theory methodology. This methodology was a part of alternative paradigm. Data were collected by in-depth interviews with semi structured questions in interview and non-participant observation. There were 3 key informants: 1) The Elderly entrepreneurs, 2) High-level executives in the company, and 3) Middle-level executives in the company with totaling 21 key informants. The research result was found that to Development of the potential of the elderly to new entrepreneurs consists of 1) knowledge in 5 factors and 2) skills in 12 factors.

Marketing Strategies to Promote Event Marketing and MICE Business Research Under the New Society, Social Distancing Economy, According to the New Normal Economic Model, Tourism Study, Nakhon Si Thammarat Province

2024-02-22T11:35:28+07:00

The objective of the research is to study tourism factors. Study satisfaction and study the marketing mix of MICE tourism business management in Nakhon Si Thammarat Province. Purposive sampling used convenience sampling. Data were analyzed using descriptive statistics. Frequency breakdown Percentages and standard deviations and inferential statistical analysis. Tourism factors found that tourism for rewards Travel only with family/relatives Vehicle is a personal car. Traveling members 1-5 people, duration 2-3 days, cost 9,001 - 12,000 baht. Overall tourist satisfaction is at a high level ( = 4.23) (S.D. = 0.94). It was found that the image, distinctiveness, location / reputation of the place There is an efficient working system. Complete facilities There are enough parking places. It is safe. Marketing mix, MICE business management The overall picture was at the highest level ( = 4.17) (S.D. = 0.41). It was found that the products and places were safe. Marketing promotion Effective media is used to reach the target group thoroughly. Personnel are professional in organizing activities and in physical appearance. There are staff available to provide service throughout the duration of the activity.

Marketing strategies to promote event marketing and MICE business management of Nakhon Si Thammarat province tourism under the new society, Social Distancing Economy, according to the New Normal economic model, that is, knowing the needs of consumers. Improve service quality Making a difference in service Build identity and pride in your community through creative thinking. Using online media and marketing communications to create awareness, good management and communication planning, plans to operate in the same direction and create awareness.

Study on the Impact of 5G Technology on the Use of Educational Applications for Teaching and Learning of Students at Phanomwan College of Technology

2025-04-18T15:53:46+07:00

The study titled "Study of the Impact of 5G Technology on the Use of Educational Applications for Teaching and Learning among Students at Phanomwan College of Technology" aims to: 1. Examine personal background information relevant to educational application Use among students at Phanomwan College of Technology. 2. Investigate factors influencing the Use of educational applications for teaching and learning. 3. Study the impact of 5G technology on educational application development. This research utilized a survey methodology. The sample consisted of 402 students from Phanomwan College of Technology. Data were collected using questionnaires and analyzed with descriptive and inferential statistics, including percentages, means, and standard deviations.

Findings showed that most respondents were male (238 individuals, 59.2%), second-year students (241 individuals, 59.95%), and enrolled primarily in the Faculty of Business Administration (176 individuals, 43.78%). Smartphones were commonly used by 241 respondents (59.95%). Factors influencing the development of educational applications showed high overall agreement (mean =4.09), with strong agreement on improving the learning process (mean = 4.25). The overall impact of 5G technology on educational application development was also rated highly (mean = 4.10), particularly in the area of improved speed and performance for future educational software (mean = 4.64).

Development of Rice Marketing Channels for Large-Scale Farmers to Promote Grassroot Economy: A Case Study of Chang Thong Sub-District, Nakhon Ratchasima Province

2025-05-14T09:27:19+07:00

This research aimed to 1) investigate marketing strategies, identify challenges, and explore management approaches for local rice marketing, and 2) develop marketing channels for local rice. Employing a qualitative, participatory action research methodology, this study gathered data from key informants, including members of a large-scale rice farming community enterprise, local rice buyers, and network partners. Data collection methods encompassed field surveys, document analysis, interviews, focus group discussions, problem and potential analysis workshops, and marketing support activities. The findings indicated that 1) rice sales primarily occurred through three marketing channels: the seed rice market, the paddy rice market, and the milled rice market. Key stakeholders in these channels included farmers, local aggregators, rice mills, rice seed centers, and consumers. 2) In terms of developing local rice marketing channels, the farmers prioritized the milled rice channel, as it offered the highest value addition to their rice products and aligned with the group's capabilities and context. The channel development process facilitated collective learning and collaborative problem-solving through integrated actions. This, in turn, led to the creation of tools, mechanisms, and processes that tangibly established a network connecting local rice markets. Consequently, three sales formats and six marketing channels including consignment retail sales, direct retail sales to consumers, and wholesale sales to hotels, These channels enabled the distribution of rice products from farmers to local businesses and consumers, thereby contributing to increased farmer income.

Work Patterns and Workplace Well-Being Affecting Employee Performance in Private Companies in Bangkok and Metropolitan Area

2025-05-14T10:33:59+07:00

This research aims to (1) Study the differences in demographic factors affecting work performance, (2) Study the differences in work patterns influencing work performance, and (3) Study the relationship between work health factors and work performance of private company employees in Bangkok and its vicinity. A sample of 400 employees was selected using convenience sampling, and data were collected via questionnaires. Descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (t-test, One-Way ANOVA, and Multiple Regression Analysis) were used for analysis.

The result showed that employees' opinions on overall well-being across 8 dimensions and their work performance were both rated at a high level. Hypothesis testing showed that (1) demographic factors such as age, occupation, job level, monthly income, and commute time significantly affected work performance (p < 0.05), (2) different work patterns also significantly influenced work performance (p < 0.05), and (3) work health factors, including kindness, peace, and being debt-free, were positively correlated with work performance at a statistically significant level (p < 0.05).

The Antecedents of Causal Factors Influencing the Work Performance in VUCA Conditions Through the Organization Engagement of Y Generation Employee of TIPCO Food Co., Ltd.

2025-05-10T22:33:42+07:00

This research aims to investigate the antecedents and causal factors influencing work Performance under VUCA conditions, mediated by organization engagement among Generation Y employees at TIPCO Food Co., Ltd. The population comprised of 552 employees. Data were collected using questionnaires from sample of 370 employees, was selected using a combination of probability and convenience sampling methods. Data were analyzed using descriptive statistics and Inferential statistics via structural equation modeling (SEM).

The result indicated that the SEM model was consistent with the empirical data, with a Chi-square p-value of 0.057. Additional fit indices were as follows: Chi-square = 148.807, Normed Chi-square = 1.210, RMR = 0.010, RMSEA = 0.024, GFI = 0.958, AGFI = 0.942, NFI = 0.962, and CFI = 0.993. Work behavior factors had a direct and positive influence on employee work performance in VUCA conditions, with an effect of 0.90. Moreover, work behavior and work environment factors had indirect positive influences on work performance under VUCA conditions through organization engagement with effect sizes of 0.09 and 0.92, respectively. The model demonstrated a predictive power of 0.83.

Marketing Promotion of Community Products to Promote Health-Promoting Tourism in Wang Nam Khiao District Nakhon Ratchasima Province

2025-05-29T09:48:10+07:00

This research was aimed 1) To study the behavior of tourists towards purchasing community products in the tourism area of Wang Nam Khiao District. Nakhon Ratchasima Province 2) To propose guidelines for developing marketing mix strategies. To connect with community health promotion tourism. Wang Nam Khiao District Nakhon Ratchasima Province. There is a participatory action research process. Combining quantitative research and qualitative research Data collection was carried out by questionnaire of 400 tourists in the area. Interviews with tourism network partners Community product entrepreneur and representatives of relevant government and private agencies. Data were analyzed using statistical tools such as mean, percentage, and standard deviation. Extracting lessons through the knowledge management process and inductive data analysis.

The research results found that. (1) Tourist behavior toward purchasing community products in the tourism area of Wang Nam Khiao District Nakhon Ratchasima Province. Sometimes they buy, they don't buy (68.00 percent) They buy for their own consumption (44.00 percent) They like to buy food (46.34 percent) They buy from shops in tourist attractions (37.12 percent) Spend no more than 500 baht per time (37.50 percent) The factor affecting the purchase decision is price (45.25 percent) The type of product you want to buy is healthy food or drink (53.28 percent) The most desired product characteristic is local ingredients Produced and sold by local people (39.75 percent) (2) Guidelines for developing marketing mix strategies Level of satisfaction with marketing factors for community products to promote health tourism Wang Nam Khiao District Nakhon Ratchasima Province in 5 aspects: product, price, distribution channel Marketing promotion, personnel, physical presentation and management. Overall, it was at a high level ( = 3.77) Classified into each aspect, it was found that the management aspect has the highest mean ( = 3.88) at a high level Considering each item, it was found that the products were produced by the community and owned by the community has the highest mean ( = 3.91) at a high level. The development guidelines for marketing mix strategies include the product standard development, marketing communication on health issues, expanding various distribution channels and create a network of resources, tourism partners and local entrepreneurs to achieve the highest efficiency.