Rajapark Journal

An Interpretive Paradigm of the Interaction Between Financial Literacy and Power Dynamics under Gender Norms: An Exploratory Multiple Case Study of the Household Black Box in Thailand

2026-04-16T10:46:06+07:00

This research aimed to: explicate the dynamics of power and negotiation mechanisms underlying complex financial decision-making processes within the private sphere of Thai households; analyze the structural influence of gender norms as regulatory factors shaping power relations and the division of financial management roles between life partners; and propose a theoretical perspective concerning the interaction between financial literacy and normative power.

This study employed an advanced qualitative research approach. The target participants consisted of eight households (life partners) selected as case studies through a human-subject research process, in accordance with advanced qualitative research criteria emphasizing in-depth interpretation. The findings revealed that financial literacy does not influence decision-making power linearly; rather, it is mediated profoundly by symbolic power embedded in gender norms. This phenomenon gives rise to what may be termed “powerless knowledge,” in which individuals with higher levels of financial competence are denied opportunities to exercise their “voice” when that competence conflicts with traditional role expectations. Furthermore, the analysis identified three principal mechanisms operating within the “black box of the household”: (1) a concealed unilateral model, in which one partner exercises absolute authority; (2) a negotiation model under the shadow of normative constraints, where rational deliberation exists but ultimately yields to gendered dignity and expectations; and (3) a strategic partnership model characterized by informational symmetry and mutual transparency. In conclusion, the sustainable opening of the household “black box” requires dismantling irrational normative power structures and promoting financial literacy as a shared competency within life partnerships.

Legal Measures to Protect Children's Personal Data in the Digital Age: A Comparative Study of Laws in Thailand and Other Countries

2026-01-14T11:26:16+07:00

This research aims to 1) study the issues concerning the protection of children’s personal data on online media, 2) examine Thailand’s legal measures related to the protection of children’s personal data on social media and compare them with legal measures in other countries, and 3) find appropriate legal solutions to the problems concerning the protection of children’s personal data in Thailand related to the protection of children's personal data on online media. This is qualitative research using data collected from books, articles, theses, research reports, and related documents. The research findings indicate that the protection of children's personal data on online media in Thailand lacks clear and comprehensive provisions, particularly regarding definitions, scope, parental consent, data controllers' duties, and specific measures for social media. There are also problems with enforcement and coordination between agencies compared to foreign laws, such as GDPR and COPPA, which have more specific and effective measures. Solutions should include amending the Personal Data Protection Act B.E. 2562 (2019) to add specific provisions on children's data, such as age-verification systems, restrictions on the use of data for marketing purposes, and increased penalties. Additionally, the Child Protection Act B.E. 2546 (2003) should be amended to address the digital context, promote knowledge in educational institutions, and develop effective remediation mechanisms to elevate the protection of Thai children to international standards.

A Policy Framework for Regulating the Use of Cryptocurrency as a Means of Payment in Thailand

2026-02-27T09:48:30+07:00

This research aims to 1) examine and analyze the legal framework governing the use of cryptocurrency as a means of payment in Thailand, 2) analyze the structural fragmentation of financial regulatory governance, and 3) propose a hierarchical co-regulatory framework to enhance normative coherence and regulatory legitimacy. The expansion of the digital asset market challenges traditional legal concepts of money, payment instruments, and state monetary sovereignty. Under the Emergency Decree on Digital Asset Businesses B.E. 2561, cryptocurrency is classified as a digital asset and regulated within the capital market framework. However, its function as a means of payment is also subject to payment systems law and central banking law, which together shape the country’s financial regulatory structure and give rise to conceptual ambiguity and overlapping regulatory authority. This study adopts a qualitative research approach by analyzing legal provisions, regulatory notifications, and relevant policy documents, and by conducting comparative legal analysis to assess integrated regulatory models. The research findings were as follows: 1) Thai law does not explicitly prohibit the use of cryptocurrency as a means of payment, but regulatory constraints create legal uncertainty. 2) the existing legal framework leads to fragmented and overlapping regulatory authority, and 3) a hierarchical co-regulatory framework should be developed to enhance legal certainty while maintaining financial stability and promoting innovation.

The Influence of Empathy on Burnout of Service Employees in the Thai Restaurant Industry

2026-04-21T14:58:41+07:00

This study aims to examine the effects of four dimensions of empathy—perspective-taking, empathic concern, fantasy, and personal distress — on burnout, which comprises emotional exhaustion, depersonalization, and personal accomplishment. A quantitative research design was employed, with data collected from 385 restaurant service employees in Thailand using a structured questionnaire adapted from the Interpersonal Reactivity Index (IRI) and the Maslach Burnout Inventory (MBI). The data were analyzed using descriptive statistics and multiple regression analysis. The findings reveal that empathy exerts differential effects on burnout across its dimensions. Specifically, perspective taking and empathic concern have significant negative effects on emotional exhaustion and depersonalization, whereas fantasy and personal distress tend to have positive effects on burnout. However, some relationships are not statistically significant. The results indicate that empathy is a multidimensional construct with a dual nature. Cognitive-oriented dimensions function as protective factors, while emotionally intensive dimensions may act as risk factors. This study further contributes to the literature by proposing that empathy is not inherently a beneficial psychological resource, but rather a double-edged sword whose effects depend on its specific dimensions. This distinction is particularly critical in high-emotional-labor contexts, such as the restaurant service industry. The findings underscore the importance of managing empathy alongside emotional regulation skills to mitigate negative outcomes and enhance employee well-being in the long term.

A Confirmatory Factor Analysis Model of Learning Organization, Job Satisfaction, and Work Engagement in the Construction Industry in Bangkok

2026-04-08T15:29:50+07:00

This study aimed to examine the levels of learning organization, job satisfaction, and work engagement, and assess the empirical fit of a confirmatory factor analysis (CFA) model. A quantitative research design was employed. The sample consisted of 220 construction workers in Bangkok. The sample size was determined following the guidelines of Hair et al. (2019), using 10-20 observations per parameter. Convenience sampling (a non-probability method) was applied, which may limit the generalizability of the findings. The research instrument was a questionnaire with item–objective congruence (IOC) values ranging from 0.67 to 1.00 and a reliability coefficient of 0.85. Data were analyzed using descriptive statistics (mean and standard deviation) and inferential statistics via CFA with AMOS. The results indicated that the overall levels of the variables were high: Learning Organization ( = 4.00, SD = 0.49), Job Satisfaction ( = 3.96, SD = 0.58), and Work Engagement ( = 3.97, SD = 0.56). The CFA model demonstrated an excellent fit to the empirical data (CMIN/DF = 1.167, CFI = 0.990, TLI = 0.984, RMSEA = 0.029). Factor loadings ranged from 0.59 to 0.87. The composite reliability (CR) was 0.90, and the average variance extracted (AVE) was 0.54, indicating acceptable reliability and convergent validity. Overall, the model exhibited satisfactory construct validity, and the latent variables were positively associated with one another.

Development of Packaging for Herbal Inhalers to Expand Marketing Opportunities Case Study: Herbpiness Herbal Inhaler Brand

2026-03-17T16:14:40+07:00

This research aims to investigate consumer behaviors and needs, develop design guidelines to expand marketing opportunities, and evaluate satisfaction with the packaging of Herbpiness herbal inhalers. A mixed-methods research approach was employed, and data were collected from a purposively selected sample in Bangkok, comprising 632 participants in the needs assessment phase and 130 in the satisfaction evaluation phase. Research instruments included online questionnaires, an expert evaluation form completed by six specialists in packaging design and marketing, and a satisfaction assessment form. Data were analyzed using percentages, means, standard deviations, and qualitative content analysis. The results indicated that consumers primarily use herbal inhalers for relaxation and prefer portable packaging, visually communicate a modern identity, enable clear scent differentiation, and offer convenient functionality. Accordingly, the researcher proposed packaging development guidelines under the “Modern Heritage” concept, transforming the product image into a lifestyle gadget through a color-coding system combined with the “The Thak” pattern, which simplifies traditional wickerwork design, along with an adjustable lanyard to enhance both usability and market value. The overall satisfaction level toward the developed packaging was at the highest level ( = 4.30, S.D. = 0.66), with the highest-rated aspect being graphic design and brand identity ( = 4.38, S.D. = 0.62), indicating that integrating functional innovation with creative design can effectively increase product value and expand marketing opportunities for new-generation consumers.

The Efficiency of Innovation Implementation in the Drive Thru for Tax Vehicle Registration Payment Service at the Central Land Transport Office

2026-03-18T10:36:44+07:00

This research article aims to 1) examine the level of efficiency in implementing innovation in the Drive Thru for Tax vehicle tax payment service at the Central Land Transport Office; and 2) Analyze the factors that influence the effectiveness of innovation implementation. This study employed a quantitative research approach. Data were collected from 400 people who paid their vehicle tax through the Drive-Thru Tax service at the Central Land Transport Office in 2024, using a questionnaire. Data were analyzed using descriptive statistics (mean and standard deviation) and inferential statistics (multiple linear regression). The results revealed that the overall efficiency of innovation implementation in service delivery was at the highest level. In terms of dimensions, service quality had the highest mean score, followed by quantity and time, respectively. In addition, the analysis indicated that personnel competency, internal organizational resources, and service quality were associated with the efficiency of innovation implementation. The findings suggest that improving the efficiency of innovation implementation in public services should emphasize developing personnel competencies, supporting internal organizational resources, and continuously enhancing service quality. The results can serve as a guideline for improving the Department of Land Transport's service process to enhance efficiency and better respond to public needs.

Exploratory Factor Analysis of Event Innovation in The Flagship Events: Evidence from Songkhla Province

2026-02-27T10:08:04+07:00

This research aims to 1) study the context and patterns of innovation application and 2) Analyze the exploratory factors of innovation application towards the success of flagship events. A mixed-methods research approach was used, comprising qualitative research through in-depth interviews with 14 relevant experts and quantitative research through questionnaires collected from event participants in Songkhla province who had attended at least two such events. The sample size was determined using Cochrane's formula for 400 participants via convenience sampling. The research instruments included interview guides and questionnaires. Descriptive statistics were used to analyze basic data, and exploratory factor analysis was used to analyze variables. The results showed that the data were suitable for factor analysis, with a Kaiser-Meyer-Olkin (KMO) value of 0.883 and a Bartlett’s Test of Sphericity significance level of .000. Five components of innovation application were identified: cultural experience and city identity, digital technology and supporting platforms, and experience creation and participant engagement. and marketing and public relations. Safety and service standards are key components, and these five elements can explain 70.081% of the cumulative variance. This reflects that innovation from these components is a crucial driver of the success of flagship events and provides a concrete guideline for formulating policies and strategies for event organization.

Attitudes of Bangkok Office of the Narcotics Control Board Officers Toward the Policy of “Drug Users as Patients” and its Influence on Work Performance

2026-02-23T12:53:58+07:00

This research aimed to (1) examine the attitudes of officers at the Bangkok Office of the Narcotics Control Board toward the implementation of the “Drug Users as Patients” policy; (2) investigate the level of work performance under this policy; and (3) explore problems, obstacles, and opinions regarding its practical implementation. The study employed a quantitative survey research design. The sample consisted of 54 officers selected using simple random sampling. A structured questionnaire was used as the data collection instrument. Data were analyzed using descriptive statistics (frequencies, percentages, means, and standard deviations) and inferential statistics, including t-tests, one-way ANOVAs, and multiple linear regression. Content analysis was also conducted for open-ended responses. The findings revealed that the cognitive component had a positive and statistically significant effect on work performance (Beta = 0.354, p = 0.013), and the behavioral component also demonstrated a positive and statistically significant effect at the 0.05 level (Beta = 0.471, p = 0.005). In contrast, the policy and affective components did not show statistically significant effects. Furthermore, officers reflected that the policy remains challenging to implement in practice due to limitations in rehabilitation facilities, insufficient public communication, and persistent social stigma toward drug users, which hinder successful social reintegration. Therefore, enhancing officers’ knowledge and behavioral attitudes, as well as strengthening operational support systems and interagency collaboration, is essential to improving the effectiveness and sustainability of the Policy Component.

An Analytical Study of History Teacher Competencies for the Transmission of Cultural and Artistic Values of Architectural Heritage: A Case Study of Lintels in Angkorian Stone Sanctuaries in Thailand

2026-03-31T15:20:51+07:00

The purposes of this research were to study the learning goals of history students that affect the transmission of lintel values, and to analyze the competencies of history teachers in transmitting the values of ancient architectural art: a case study of lintel reliefs from Angkor-period stone sanctuaries in Thailand. The key informants comprised 210 students and 75 teachers, selected through quota sampling. The research instrument was a questionnaire validated by the Index of Item-Objective Congruence (IOC). Data were analyzed using the arithmetic mean (), standard deviation (S.D.), and the Modified Priority Needs Index (PNI_modified). The results of the research were as follows: 1) The learning goals of students in history that affect the transmission of lintel values had an overall mean at a high level ( = 4.106, S.D. = 0.676). When considering each aspect, it was found that the attribute aspect had the highest mean at a high level ( = 4.259, S.D. = 0.748), and the lowest was the skill aspect, which still had a mean at a high level (3.971, S.D. = 0.764). 2) The analysis of history teacher competencies for transmitting the values of ancient architectural art: a case study of lintel reliefs of Angkor-period stone sanctuaries in Thailand showed that the overall Modified Priority Needs Index (PNI_(Modified)= 0.612). When considering each aspect, it was found that the development of professional networks had the highest priority needs index (PNI_(Modified) = 0.698), followed by instructional design in history (PNI_(Modified) = 0.684), followed by knowledge of curriculum and historical content (PNI_(Modified) = 0.655), and the lowest priority needs index was historical consciousness (PNI_(Modified) = 0.516).

Multi-Stakeholder Evaluation of Dual-Qualified Humanities Teachers: A Case from a Chinese Applied University

2026-04-25T12:27:26+07:00

This study examines (1) multi-stakeholder perceptions of competency demand and attainment among dual-qualified humanities teachers, (2) evaluation differences among faculty, departmental leaders, and administrative staff, and (3) mechanisms of stakeholder divergence based on an original cognition–process–institution framework. Conducted at a Chinese application-oriented university in Southeast China, the study involved a total sample of N = 79, using purposive and stratified sampling. Data were collected through questionnaires and interviews and analyzed using descriptive statistics, Gap analysis, ANOVA, t-tests, and content analysis. Findings reveal significant gaps between competency demand and attainment, indicating structural imbalances in teacher development. Practical competence is the most critical deficit. Distinct role-based evaluation patterns are observed across stakeholder groups. These divergences are explained through the cognition–process–institution framework, proposed as an original integrative model of evaluation misalignment and institutional governance.

School and Family Support for Social-Emotional Competence Among Higher Vocational Students the Mediating Role of Basic Psychological Need Satisfaction

2026-04-24T11:06:31+07:00

This study aimed to examine: (1) the direct relationships of school climate and parental autonomy support with social-emotional competence among higher vocational students in Chongqing, China; (2) the mediating role of autonomy satisfaction, relatedness satisfaction, and competence satisfaction in these relationships; and (3) the fit of an integrated structural model linking school climate, parental autonomy support, basic psychological need satisfaction, and social-emotional competence. Grounded in ecological systems theory, self-determination theory, and stage-environment fit theory, the study used cluster sampling to collect questionnaire data from 656 higher vocational students. Structural equation modeling and bootstrap analysis were used to test the proposed model. The results showed, first, that both school climate and parental autonomy support significantly and positively predicted social-emotional competence. Second, both school climate and parental autonomy support significantly and positively predicted satisfaction with autonomy, relatedness, and competence, and the three need-satisfaction dimensions each significantly predicted social-emotional competence. Bootstrap results further confirmed that all six indirect paths were significant, indicating that autonomy satisfaction, relatedness satisfaction, and competence satisfaction functioned as parallel partial mediators. Third, the integrated model demonstrated satisfactory fit, with CMIN/DF = 1.056, CFI = 0.992, TLI = 0.992, SRMR = 0.066, and RMSEA = 0.009. These findings suggest that supportive school and family contexts are important external resources for higher vocational students’ social-emotional competence, and that basic psychological need satisfaction is a key psychological mechanism linking contextual support to competence development.

Beyond Engagement: How Sustainable Marketing, AI Personalization, and Influencer Marketing Build Brand Trust Among Thai Digital Consumers — A Multi-Generational SEM Analysis

2026-05-12T10:30:36+07:00

Contemporary digital marketing increasingly relies on three interdependent forces—Sustainable Marketing Practices (SMP), AI-Powered Personalization (AIP), and Influencer Marketing Effectiveness (IME)—yet the simultaneous impact of these forces on consumer behavior remains underexamined in emerging economies. Grounded in the Theory of Planned Behavior and Consumer Behavior Theory, this study develops an integrative structural model positioning Brand Trust (BT), Customer Engagement (CE), and Perceived Value (PV) as parallel mediators linking the three marketing drivers to Purchase Intention (PI) and Brand Loyalty (BL). Survey data were collected from 450 Thai digital consumers, stratified into three generational cohorts (Gen Z, Millennials, and Gen X), and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with multi-group analysis. The findings reveal that all three marketing drivers significantly and positively influenced BT, CE, and PV, with mediated pathways to PI and BL fully supported. Notably, Influencer Marketing had the strongest effect on CE (β = 0.389), while Brand Trust was the most powerful predictor of PI (β = 0.423), explaining 67% of the variance in PI and 73% in BL. Multi-group analysis further demonstrated meaningful generational moderation: Gen Z responded more strongly to AIP and IME, whereas Gen X showed greater sensitivity to SMP. These results reposition Brand Trust from a passive equity metric to an active, measurable precursor to purchase conversion—one that practitioners in emerging markets can build in parallel across all three marketing strategies.

Legal Issues and Tax Burdens in the Personal Income Taxation of Independent Professionals

2026-03-27T15:40:34+07:00

This research aims to: 1) study the concepts, theories, and principles regarding personal income tax collection for independent professionals; 2) examine the legal provisions and criteria for personal income tax collection from independent professionals under Thai law, and compare them with relevant foreign laws; 3) analyze legal issues in taxing independent professionals, particularly concerning expense deductions under the Revenue Code; and 4) propose guidelines for amending tax laws and measures to ensure equity and suitability for the current socio-economic environment. This study employs a qualitative documentary research methodology. Data was collected from laws, rules, regulations, academic texts, articles, the Revenue Code, official orders, and practical guidelines, including relevant publications in both Thai and foreign languages. The gathered data were systematically organized, analyzed, and synthesized qualitatively. A literature review was conducted to formulate recommendations for amending personal income tax regulations and expense deduction criteria for income derived from independent professions under the Revenue Code. The research findings reveal the following: 1) The core concepts, theories, and principles relevant to tax collection are grounded in the principles of a good tax system and equity. 2) A comparative study with the legal frameworks of France and Australia shows that these countries do not categorize independent professions into distinct types. 3) The current system, which applies varying expense deduction criteria for different types of independent professions, leads to inequity. 4) Therefore, it is recommended to amend and clearly redefine the provisions in the Revenue Code. Specifically, the criteria for expense deductions should be restructured to ensure equal fairness, and the sub-categorization of independent professions should be abolished.

Attitudes of the Working-Age towards Extending the Retirement Age

2026-05-08T14:33:34+07:00

The purposes of this research were: (1) to study the level of attitudes toward extending the retirement age, (2) to compare attitudes toward extending the retirement age classified by personal factors, and (3) to study attitudes toward extending the retirement age and approaches to implementation. The research design utilizes a mixed-methods approach with a parallel database design. The sample consisted of 400 working-age individuals (15-59 years) in Bangkok and 12 interviewees. The research instruments were interview guides and questionnaires with a reliability coefficient of 0.927. The statistics used to analyze the data were percentages, means, and standard deviations, t-tests, and one-way ANOVA. The results of the research were as follows: (1) the attitudes toward extending the retirement age of working age in Bangkok were at a high level overall. (2) Working-age individuals with different occupations had significantly different attitudes toward extending the retirement age in terms of social factors at the .05 level. (3) Working-age individuals had more positive than negative attitudes toward extending the retirement age, with the forms of implementation of the retirement age extension concept being voluntary, only for positions or types of work that were necessary, and extending the retirement age in age ranges.

Factors Influencing Generation Z Customer Loyalty toward 7-Eleven Convenience Stores in the Bangkok Metropolitan Region

2026-05-08T15:24:16+07:00

This research aimed to compare customer loyalty levels toward 7-Eleven convenience stores among Generation Z consumers across demographic characteristics and to examine the factors influencing customer loyalty toward 7-Eleven convenience stores in the Bangkok Metropolitan Region. Data were collected through questionnaires from 400 respondents and analyzed using descriptive and inferential statistics. The findings revealed that Generation Z consumers of different ages, educational levels, and monthly incomes exhibited varying levels of loyalty toward 7-Eleven convenience stores, whereas no noticeable difference was found with respect to gender. In addition, brand image and brand credibility, as well as employee service, were identified as key factors influencing customer loyalty. In contrast, product variety and service convenience were not found to be major determinants of loyalty among Generation Z consumers. The findings suggest that convenience store operators should place greater emphasis on strengthening brand image and credibility while continuously improving employee service quality to foster customer trust, engagement, and positive service experiences. Such efforts are likely to enhance repeat patronage and strengthen long-term customer loyalty. Furthermore, the results may serve as a useful guideline for developing marketing strategies that are aligned with the behaviors and expectations of Generation Z consumers.

Problems Concerning the Definition and Elements of the “Nominee” Offence under the Foreign Business Act B.E. 2542 (1999)

2026-05-12T16:39:35+07:00

This research aimed to: 1) analyze the problem of defining a “nominee” under the Foreign Business Act B.E. 2542 (1999); 2) analyze the constitutive elements of the offenses under Sections 36 and 37, including both actus reus and mens rea; 3) identify the gap between the “nominee shareholding test” and the “control test” and propose legislative measures to close it; and 4) propose reform pathways consistent with the Financial Action Task Force (FATF) Beneficial Ownership standards and Thailand’s international obligations. The study employs doctrinal legal research, supplemented by comparative references and contextual data, in a manner consistent with the methodology articulated by Hutchinson and Duncan (2012). Primary sources include the relevant statutes, Supreme Court judgments, and authoritative academic commentaries. The analysis is framed by Responsive Regulation theory (Ayres & Braithwaite, 1992) and the FATF Beneficial Ownership standards under Recommendations 24 and 25. The findings reveal: 1) the Act provides no direct definition of “nominee,” creating enforcement uncertainty; 2) the definition of “foreigner” in Section 4 (3)–(4) relies solely on a quantitative shareholding test and fails to capture indirect control through contracts, preference shares, or convertible instruments; 3) the elements of Sections 36 and 37 are open-textured and impose heavy evidentiary burdens regarding specific intent; and 4) the Thai framework is misaligned with FATF Recommendations 24 and 25, as revised in March 2022 and February 2023 respectively. The article recommends adding statutory definitions of “nominee” and “Ultimate Beneficial Owner”; supplementing the shareholding test with a “control” criterion; integrating existing UBO disclosure regimes under the AML Act, the SEC, and the Department of Business Development into a centralized registry; and classifying Sections 36 and 37 as predicate offenses under the Anti-Money Laundering Act. Reform must remain consistent with Thailand’s international commitments and constitutional principles.

The Factor of Political Intelligence in a Democracy

2026-05-30T19:17:40+07:00

The purposes of this research were: (1) examine the level of opinions regarding political intelligence in a democratic system, (2) analyze the components of political intelligence in a democratic system, and (3) investigate guidelines for promoting political intelligence in a democratic system. The participants consisted of 320 eligible voters, 15 key informants, and 6 focus group participants selected through purposive sampling. The research instruments included a questionnaire with a reliability coefficient of 0.951 and a structured interview form. Data were analyzed using percentage, mean, standard deviation, exploratory factor analysis, and content analysis. The results of the research were as follows: (1) The overall level of opinions regarding political intelligence in a democratic system was high; (2) political intelligence in a democratic system comprised 12 components: political interest-seeking, political communication and information perception, political decision-making, political responsibility, democratic citizenship, critical thinking, equality and acceptance of diversity, networking and political knowledge promotion, awareness of rights, laws, and public interest, rights and freedoms in monitoring state power, political discussion and analysis, and integrity. These components jointly explained 58.103 percent of the total variance; and (3) the guidelines for promoting political intelligence should focus on three dimensions: political knowledge, political skills, and political behavior. Such development would enhance political understanding, participation, and the quality of political engagement among politicians and eligible voters within a democratic system.

The Influence of Integrated Digital Marketing Communication on Brand Awareness and Brand Engagement: A Perspective of Sports Tourists in Songkhla Province

2026-05-14T10:46:28+07:00

This research aimed to examine the levels of perceptions toward digital integrated marketing communication (DIMC), brand awareness, and brand engagement among sports tourists in Songkhla Province. It also sought to investigate the influence of digital integrated marketing communication on brand awareness and brand engagement, as well as the influence of brand awareness on brand engagement. This study employed a quantitative research approach. Data were collected through a structured questionnaire administered to 400 sports tourists in Songkhla Province. The data were analyzed using percentage, mean, standard deviation, Pearson’s correlation coefficient, and multiple regression analysis. The findings revealed that respondents perceived digital advertising and digital public relations at the highest level, while digital sales promotion, digital personal selling, and digital direct marketing were perceived at a high level. Brand awareness and brand engagement were also found to be at a high level. Furthermore, digital public relations and digital direct marketing had significant positive effects on both brand awareness and brand engagement. In addition, brand awareness positively influenced brand engagement. The findings provide useful insights for designing digital marketing communication strategies that align with tourists’ behavior and preferences, thereby strengthening brand sustainability and competitiveness in the long term.

The Role of Influencers in Trust and Healthcare Behavior Imitation Among Generation Y in Southern Thailand

2026-05-15T10:00:47+07:00

This study aimed to: 1) examine the influence of influencer roles on trust in health care; 2) investigate the influence of influencer roles on the imitation of healthcare behaviors; and 3) analyze the effect of trust on the imitation of healthcare behaviors among Generation Y in Southern Thailand. This research adopted a quantitative research design. Data were collected using a structured questionnaire from 420 respondents selected through multi-stage sampling. The data were analyzed using descriptive statistics, Pearson’s correlation, and multiple regression analysis. The findings revealed that influencer roles in terms of credibility, communicated content, and interaction exerted significant positive effects on trust, explaining 71.20% of the variance in trust (Adj. R² = 0.712), and influencer roles in terms of credibility, communicated content, interaction, and trust significantly and positively influenced the imitation of healthcare behaviors, accounting for 67.50% of the variance in healthcare behavior imitation (Adj. R² = 0.675). The findings indicate that influencer credibility, communicated content, and interaction are interrelated factors in fostering followers’ trust. Trust serves as a crucial mechanism through which influencer roles contribute to the imitation of healthcare behaviors among Generation Y in Southern Thailand. These findings highlight the importance of developing high-quality communication strategies that strengthen trust and encourage appropriate healthcare behaviors.

Legal Enforcement Regarding Product Review Information on Online Platforms

2026-04-25T12:21:22+07:00

The study on the legal enforcement of product review information on online platforms aims to examine the role of such information in the digital economy and the legal measures governing it in Thailand and abroad. This study employs documentary research by reviewing relevant laws, academic works, and related research, and analyzes the data through content analysis and comparative legal analysis. The findings reveal that product review information on online platforms significantly influences consumer decision-making. However, Thai laws related to this issue, including the Civil and Commercial Code, the Consumer Protection Act B.E. 2522, and the Computer Crime Act B.E. 2550, do not provide specific measures for directly regulating online product reviews. This results in problems such as fake and paid reviews, misleading product information, and limited ability to determine the liability of reviewers and platform providers. Compared with foreign regulations, such as the FTC Endorsement Guides of the United States and the Digital Services Act (DSA) of the European Union, these regulations establish clearer obligations and liabilities regarding product review information. Therefore, Thailand should develop specific legal measures to regulate product review information on online platforms to protect consumers and promote fair trade in the digital economy.

The Influence of Globalization on Sustainable Development Policy Formulation and Public Participation in Thailand

2026-06-01T21:29:29+07:00

This academic article critically analyzes the structural influence of globalization on the formulation of Sustainable Development Goals (SDGs) policies and the subsequent dynamics of public participation within Thai Local Government Organizations (LGOs). The study addresses three core research questions: (1) How does globalization transmit policy norms into Thai local administrative processes? (2) To what extent does this phenomenon affect the patterns of public participation? and (3) How can communities establish horizontal political spaces to autonomously determine their policies? Through a rigorous synthesis of contemporary scholarly literature, the study reveals three main findings. First, globalization transmits norms via compulsory central government indicators, creating a "Structural Paradox" where global decentralization mandates are utilized by the state to re-centralize administrative authority. Second, this top-down enforcement marginalizes public participation into mere "Tokenism," functioning primarily to legitimize pre-determined projects rather than empowering citizens. Third, despite institutional constraints, local communities can establish horizontal spaces through the mechanisms of "Glocalization" and digital platforms. By leveraging robust social capital and civic networks, local actors can negotiate power asymmetries and drive bottom-up policy formulation. Ultimately, the central state must transition from a "Controller" to a "Facilitator" by institutionalizing genuine fiscal and political decentralization, enabling citizens to become active "Co-creators" of sustainable public governance.