Rattanakosin Journal of Social Sciences and Humanities

Guidelines for Managing the Supplement Product Business Through Affiliate Marketing on the TikTok Application

Benyapa Sodrum — 2025-01-12

This research explores management strategies for supplement product businesses through affiliate marketing on TikTok. Utilizing a mixed-methods approach, the study combines qualitative data from in-depth interviews and quantitative data collected through questionnaires from 400 online consumers. Findings reveal that key success factors include: (1) selecting appropriate affiliate marketers, (2) employing effective communication strategies through short videos, and (3) offering attractive commission structures to content creators. Consumer perception positively correlates with attitude and significantly influences purchasing behavior. Recommendations suggest supplement businesses should tailor marketing strategies to consumer behavior on TikTok, leverage content marketing, and use algorithmic insights to efficiently reach target audiences.

Suitable Leadership Styles in the VUCA Era Affecting Organizational Effectiveness

Sutathip Lerdwiwatchaiyaporn — 2025-01-12

This study examines appropriate leadership styles in the VUCA era (Volatility, Uncertainty, Complexity, and Ambiguity) and their implications for organizational performance. The objectives were to analyze suitable leadership models, examine the impacts of leadership styles on organizational effectiveness, identify reinforcing factors and propose guidelines for leadership development in the VUCA context. A qualitative research design was employed through an extensive review of documents, empirical studies, and academic articles. Data were synthesized through categorization and content interpretation. The findings reveal that appropriate leadership styles in the VUCA era include transformational leadership, distributed leadership, and flexible leadership. These styles enhance adaptability, creativity, and teamwork. Moreover, key supporting factors are having a clear vision and the flexibility to adapt quickly. Guidelines for developing leadership in the VUCA era emphasize communication, problem-solving, decision-making, and cultivating a learning culture. It is recommended that organizations should focus on developing visionary leaders with flexibility and a strong learning culture, supported by agile systems. Additionally, driving organizations with data and digital technologies can enhance accurate and rapid decision-making while reducing risks from uncertainty.

Developing Entrepreneurial Leadership to Drive Business Growth and Success

Kanlaya Thongnunui — 2026-01-12

This article aims to study the key characteristics of entrepreneurial leadership, analyze the process for developing and promoting such leadership in the organization, including identifying the main factors that influence the development of entrepreneurial leadership to drive business growth and success. The study employs documentary research methods to collect, analyze, and synthesize data from relevant sources. The results of the literature review found that entrepreneurial leadership comprises five essential characteristics: (1) Visionary Thinking, (2) Risk-Taking and Adaptability, (3) Innovation and Creativity, (4) Empowerment and Team Building, and (5) Customer-Centric Approach. These characteristics play a crucial role in driving business success. Furthermore, developing entrepreneurial leadership requires integration at multiple levels, including: individual (personal skill development), team (Building a culture of innovation), and organizational (designing flexible structures) levels, as well as supportive factors such as an organizational culture that supports learning, human capital, and collaborative networks. The results of this study are useful for business operators and organizations that can be applied to leadership development.

A Case Study of the Needs of Hiring Workers of All Ages Among Construction Contractors in Nakhon Pathom Province

Kantika Jantana — 2026-01-12

This study aimed to explore (1) the opinions and employment needs across all age groups among construction contractors, (2) the problems and obstacles encountered in employing workers of various ages, (3) the competencies desired by contractors from workers across all age groups, and (4) concepts of appropriate job function relationships at different ages of construction workers that support Sustainable Development Goals (SDGs). Employing a mixed-methods approach that integrates qualitative and quantitative research, interviews were conducted with seven medium and small-sized construction companies. After summarizing the interview data, groups were formed for questionnaire development, involving 60 construction companies divided into three age groups: youth, working age, and elderly. The data collected were analyzed using percentages, means, and standard deviations with statistical software. The study found that contractors seek to hire young people who are responsible for their duties but face challenges due to their lack of experience. Furthermore, they require basic operational skills, appropriate material selection for tasks, and level 1 skills. For the working age group, contractors look for individuals who are responsible and can work in teams, punctual, disciplined, and honest. The elderly workforce is valued for their positive attitude towards the organization and their sense of responsibility, despite facing physical health issues. They are also expected to have level 3 attitudes, encompassing analytical, planning, and problem-solving skills with a focus on efficiency and effectiveness in their work.