Published: 02/25/2026

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Research Article

CAUSAL INFLUENCE OF FACTORS AFFECTING ORGANIZATIONAL COMMITMENT OF EMPLOYEES OF LAO BREWERY COMPANY, LAO PEOPLE'S DEMOCRATIC REPUBLIC

Silivanphone Vongphrachanh, Subchat Unthachai

1-13

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GUIDELINES FOR CREATING MOBILE APPLICATIONS FOR GENERATION Y TO SUPPORT TOURISM IN BANGKOK

Pakchira Tangtrongsakda, Yuvadee Jitgosol

14-28

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SWOT ANALYSIS AND TOWS MATRIX ANALYSIS FOR DEVELOPING MARKETING STRATEGIES FOR THE THAI DESSERT COMMUNITY ENTERPRISE OF BAN CHOM THONG, PHITSANULOK PROVINCE

Ritdacha Taboonjai, Kittipop Kanta, Siriporn Srijaikam

29-42

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ECONOMIC AND SOCIAL FACTORS AFFECTING THE PURCHASE OF LIFE INSURANCE AMONG THAI HOUSEHOLDS

Jessadaporn Yanuphrom, Sukanya Kittikhunngam, Sombat Khachayut, Patriya Srisuk, Pornnipa Kaeocha, Wanna Chounprasonk, ATIPAN VANSURIYA

43-56

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DRIVERS OF SOCIAL COMMERCE USAGE AND PERFORMANCE IMPLICATIONS FOR SMALL BUSINESS ENTREPRENEURS

Piyapat Wimolsophonkitti, Patsinee Sansomedang, Orajittra Meejuntee

57-71

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A STUDY OF PROMOTION MIX AND CONSUMER BEHAVIOR AFFECTING DECISION TO SELECT PHARMACY IN MUANG UBONRATCHATHANI, UBONRATCHATHANI PROVINCE

Nannalin Penpim, Comtas Tassawa

72-86

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RELEVANT OF FAIR VALUE AND DISCLOSURE FOR FINANCIAL INSTRUMENT WITH MARKET VALUE: CASE FINANCIAL INSTITUTION

Jackraphan Phongpetra

87-101

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TRANSFORMATIONAL LEADERSHIP OF STUDENTS IN THE FACULTY OF MANAGEMENT SCIENCE, UDON THANI RAJABHAT UNIVERSITY: AN APPLICATION OF THE SECOND-ORDER CONFIRMATORY FACTOR

Rungtawan Boonphanakana, Tawanrat kamonjarutwat, Manaya Thongbor, Thanniti Jiraphatthanaponsin

102-116

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Academic Article

EMPLOYING GAMIFICATION FOR FOSTERING INNOVATION

Pharit Thetchip

117-127

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SUSTAINABLE MICE CITY DEVELOPMENT TO SUPPORT INTERNATIONAL EVENTS IN UDON THANI PROVINCE

ศิริวรรณ สนั่นเอื้อ, Viroj Jadesadalug, Kaedsiri Jaroenwisan

128-144

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DETERMINANTS OF BRAND LOVE FOR SPORT APPAREL: A STUDY OF CELEBRITY ENDORSEMENT, EXPERIENTIAL MARKETING, AND PERCEIVED VALUE AMONG THAILAND’S GENERATION Y

Nanitchara Apithanakoon, Theerakorn Udomratanamanee, Rawida Wiriyakitjar, Peerapat Srising

145-157

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DEVELOPING OF INNOVATIVE LEADERSHIP: THE SUCCESS OF LEADING ORGANIZATIONS

Sumana Sottipolanun, Chutima Panyapinijnugoon

158-171

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