This study aims to determine the influencing factors of consumer behavior thru online streaming shopping in entertainment marketing. The purpose of this study is 1) To determine the influence of social interaction ties and shared language and vision on trust. 2) To determine the influence of...

This research investigates how green marketing mix, green brand knowledge, and attitude towards green products affect Generation Y consumers' purchase intention of green products in Bangkok, Thailand. The objectives of this research consisting of each variable are 1) to determine the influence...

This study aimed to formulate a conceptual framework regarding the Foreign Direct Investment (FDI) location choice made by corporations and identified the motivational factors of the FDI location choices. The framework and associated hypotheses were empirically tested in Thailand. The framework...

Purpose – The purpose of this study is to explore the role of influencer and customer engagement on purchase intention of live-streaming shopping, taking the TikTok platform as an example. The factor that affects customer engagement is customer trust.Design/Methodology/Approach – This study...

Purpose – This study aims to investigate the impact of risk perception on online purchase intention in e-commerce platforms.Design/Methodology/Approach – This research uses secondary data analysis and an archival study approach to investigate the impact of risk perception on online purchase...

The goal of this study is to look at the elements that influence employee job satisfaction and work-from-home performance during the Bangkok lockdown. This study's chosen topics are job satisfaction and job performance. This study's conceptual framework is based on prior literature's theoretical...