Siwarit Pongsakornrungsilp
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View article: TikTok Marketing Strategies and Consumer Response: A Structural Equation Modeling Study on Purchase Intention in Thailand
TikTok Marketing Strategies and Consumer Response: A Structural Equation Modeling Study on Purchase Intention in Thailand Open
In an era where digital ecosystems transcend national boundaries, TikTok has emerged as a globally influential platform, reshaping international marketing strategies. This study examines the factors influencing Thai consumers’ purchase int…
View article: Platform AI Resources and Green Value Co-Creation: Paving the Way for Sustainable Firm Performance in the Digital Age
Platform AI Resources and Green Value Co-Creation: Paving the Way for Sustainable Firm Performance in the Digital Age Open
This study examines how platform-based artificial intelligence resources (PAIRs) influence sustainable performance in e-business ecosystems by shaping stakeholder cognition and behavior. Guided by the Resource-Based View (RBV), the Theory …
View article: Applying McKinsey’s 7s and the Service-Dominant Logic of Marketing to Analyze Key Success Factors of Construction Projects in the South of Thailand
Applying McKinsey’s 7s and the Service-Dominant Logic of Marketing to Analyze Key Success Factors of Construction Projects in the South of Thailand Open
This study examines the key success factors for construction projects in southern Thailand by applying McKinsey’s 7s model and the Service-Dominant (S-D) logic of marketing. It aims to identify how construction businesses can gain a compet…
View article: The Influence of Virtual Brand Community Characteristics on Customer Value co-creation Intention
The Influence of Virtual Brand Community Characteristics on Customer Value co-creation Intention Open
The creation of online brand communities has become crucial in the current digital era. This study investigates the impact of the characteristics of virtual brand communities on customers’ intentions for value co-creation, focusing on the …
View article: From Emotion to Environmental Action: Influences on Tourists' Environmentally Responsible Behavior in Forest Parks
From Emotion to Environmental Action: Influences on Tourists' Environmentally Responsible Behavior in Forest Parks Open
This study investigates the emotional drivers of Environmentally Responsible Behavior (ERB) with visitors in forest parks, addressing gaps in existing research. The primary objective is to develop the AffectiveSatisfaction-Responsibility (…
View article: When Mindful Consumption Meets Green Purchase Intention: Empirical Evidence on How a Mindful Mindset Influences Tourists
When Mindful Consumption Meets Green Purchase Intention: Empirical Evidence on How a Mindful Mindset Influences Tourists Open
This study assessed the impact of mindful consumption on tourists’ green purchase intention and explore the mediating roles played by health consciousness, ethical self-identity, and environmental consciousness. Through an online survey, m…
View article: Mindful mindsets and rural community characteristics in promoting sustainable rural tourism and facilitating the tangible implementation of the circular economy
Mindful mindsets and rural community characteristics in promoting sustainable rural tourism and facilitating the tangible implementation of the circular economy Open
Purpose This study aims to examine the role of mindful consumption in promoting rural sustainability, particularly in the context of tourism in Muang Kaen Community, Chiang Mai, Thailand, by establishing a robust circular economy. Design/m…
View article: The Influence of Social Support on Customer Engagement in Live Streaming Commerce: The Mediating Role of Perceived Value
The Influence of Social Support on Customer Engagement in Live Streaming Commerce: The Mediating Role of Perceived Value Open
This research leverages social support theory to examine how informational and emotional support affect customer engagement in live streaming commerce (LSC), emphasizing the mediation effect of perceived value. Specifically, this study exp…
View article: Integrating Sustainability and Cultural Sensitivity: Clustering Muslim Tourist Lifestyles in the Andaman Coastal Cluster, Thailand
Integrating Sustainability and Cultural Sensitivity: Clustering Muslim Tourist Lifestyles in the Andaman Coastal Cluster, Thailand Open
This study explores the integration of sustainability and cultural sensitivity in clustering Muslim tourist lifestyles in the Andaman coastal region. The Muslim tourist demographic, representing a significant portion of the global populati…
View article: The Impact of Interactivity on Customer Purchase Intention in Social Media Marketing: The Mediating Role of Social Presence
The Impact of Interactivity on Customer Purchase Intention in Social Media Marketing: The Mediating Role of Social Presence Open
This research utilizes the S-O-R (stimulus-organism-response) framework to investigate how essential quality factors impact consumer behavior in social media marketing. Specifically, it assesses the impact of information quality, which inc…
View article: How Nano-Influencers Citizenship Behavior Affect Their Stickiness to the Social Commerce Platform? The Roles of Perceived Value
How Nano-Influencers Citizenship Behavior Affect Their Stickiness to the Social Commerce Platform? The Roles of Perceived Value Open
With the increasing significance of Nano-influencer in social commerce, their citizenship behaviors have become crucial in shaping perceptions of value. To investigate the relationship between Nano-influencers citizenship behavior (NICB), …
View article: Mapping the Terrain of Open Innovation in Consumer Research: Insights and Directions from Bibliometrics
Mapping the Terrain of Open Innovation in Consumer Research: Insights and Directions from Bibliometrics Open
Mapping the Landscape of Open Innovation in Consumer Research: Insights and Directions from Bibliometrics examines how publications in the fields of consumer behavior research (Cons) and open innovation (OI) have developed over time. Terms…
View article: Factors influencing job stress: Evidence from tellers in Cambodia
Factors influencing job stress: Evidence from tellers in Cambodia Open
Increasing the propensity for job stress can negatively affect individuals’ job satisfaction and work productivity. Therefore, lots of organizations have tried to assess factors that can affect job stress among workers so that they can see…
View article: How job stress happens among bank tellers in Cambodia
How job stress happens among bank tellers in Cambodia Open
In the professional activity of a bank teller, the palette of emotional states is extremely large, but the dominant state is the state of emotional tension, which depends on the nature of the performed actions, professional experience and …
View article: How to make employees happy: Evidence from Thai university lecturers
How to make employees happy: Evidence from Thai university lecturers Open
Ensuring workers’ job satisfaction could help an organization maintain professional staff and achieve high productivity. Based on this evidence, many firms have tried to evaluate some specific factors which can influence job satisfaction a…
View article: How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers
How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers Open
Promoting repurchase intention to existing consumers is a crucial advantage that helps businesses manage sufficient supply for their customers and ensure their business sustainability. Business managers must understand factors that can sig…
View article: Why Do Customers Want to Buy COVID-19 Medicines? Evidence from Thai Citizens
Why Do Customers Want to Buy COVID-19 Medicines? Evidence from Thai Citizens Open
Purchase intention has been acknowledged as an important factor influencing businesses’ sales performances and sustainability. Thus, finding factors that influence purchase intention is essential to all relevant businesses. Based on the cu…
View article: Key Determinants of Job Satisfaction among University Lecturers
Key Determinants of Job Satisfaction among University Lecturers Open
Creating job satisfaction for employees can help organizations maintain their employees and save more on costs from searching for new ones. Therefore, a primary goal of this research was to investigate how work–family conflict, workload, a…
View article: Determinants of perceived e-learning usefulness in higher education: A case of Thailand
Determinants of perceived e-learning usefulness in higher education: A case of Thailand Open
Perceived e-learning usefulness as a marketing element has significantly affected student satisfaction, which results in a high propensity to continue using the current e-learning services with their universities. Therefore, this study aim…
View article: A New Efficiency Improvement of Ensemble Learning for Heart Failure Classification by Least Error Boosting
A New Efficiency Improvement of Ensemble Learning for Heart Failure Classification by Least Error Boosting Open
Heart failure is a very common disease, often a silent threat. It's also costly to treat and detect. There is also a steadily higher incidence rate of the disease at present. Although researchers have developed classification algorithms. C…
View article: Rethinking Sustainable Tourism Management: Learning from the COVID-19 Pandemic to Co-Create Future of Krabi Tourism, Thailand
Rethinking Sustainable Tourism Management: Learning from the COVID-19 Pandemic to Co-Create Future of Krabi Tourism, Thailand Open
Despite negative consequences from the COVID-19 pandemic, there are certain positive effects from this crisis including the restoration of natural resources. Using the institutional theory framework, this paper aims to explore how sustaina…
View article: Impact of omnichannel integration on Millennials’ purchase intention for fashion retailer
Impact of omnichannel integration on Millennials’ purchase intention for fashion retailer Open
The COVID-19 pandemic has hastened the expansion of omnichannel purchasing globally including in Thailand. This quantitative study employs the stimulus-organism-response (S-O-R) framework to investigate the impact of channel integration on…
View article: Responsibility and Mindset of Tourist and Community-Based Tourism Enterprise to Conserve the Environment and Energy
Responsibility and Mindset of Tourist and Community-Based Tourism Enterprise to Conserve the Environment and Energy Open
The aim of the research is to assess the mindset, activities and the participation of communitybased tourism enterprises in the tourists’ awareness and behavior. Tourism has the significant impact in order to develop the guideline for orga…
View article: Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand
Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand Open
The purpose of this study was to explore how a regional brand can be co-created among different cities by employing the concept of place branding and brand culture. The Andaman Tourism Cluster of Thailand (ATC) generates the most tourism r…
View article: How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing
How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing Open
Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception an…
View article: The Effect of Mindset on Tourist Behaviour and Mindful Consumption in a Community Enterprise in Krabi, Thailand
The Effect of Mindset on Tourist Behaviour and Mindful Consumption in a Community Enterprise in Krabi, Thailand Open
The research examined the mindful consumption theory, focusing on the importance of sustainable consumption in the tourism sector in the future. An exploratory factor analysis of survey responses from 400 tourists who travelled to a commun…
View article: Mindful tourism: nothing left behind–creating a circular economy society for the tourism industry of Krabi, Thailand
Mindful tourism: nothing left behind–creating a circular economy society for the tourism industry of Krabi, Thailand Open
Purpose This research aims to demonstrate how the circular economy is employed to drive the sustainability of the tourism industry in Krabi, Thailand, through the concept of mindful consumption and service-dominant logic (hereafter S-D log…
View article: The Art of Survival: Tourism Businesses in Thailand Recovering from COVID-19 through Brand Management
The Art of Survival: Tourism Businesses in Thailand Recovering from COVID-19 through Brand Management Open
The purpose of this study is to employ the existing theory on crisis management and corporate branding in a service context to explore how tourism businesses in Thailand can recover from the crisis caused by the impact of COVID-19. To mana…
View article: Omni-Chanel Network Design towards Circular Economy under Inventory Share Policies
Omni-Chanel Network Design towards Circular Economy under Inventory Share Policies Open
In this paper, we study inventory share policies in an omni-channel supply network, to contribute to the circular economy (CE) concept. Lateral inventory share implementation provides flexibility and profitability in the supply chain by al…
View article: Understanding circular economy awareness and practices in manufacturing firms
Understanding circular economy awareness and practices in manufacturing firms Open
Purpose Circular economy (CE) has evolved as a result of the growing environmental awareness, environmental legislation and the need for social responsibility. However, awareness levels of CE are not as high as expected and practices are f…