Browsing by Subject "ABAC Journal -- 2020"
Now showing items 1-4 of 4
(Bangkok : Assumption University, 2020)
As mainstream literature in the business communication field has yielded a strong preference toward the specific skills required in the business field, this study aimed to elucidate students’ perceptions of the six main enduring themes, namely, rhetoric, technology, culture, dissemination, motivation, and impression, in current business communication instruction. A questionnaire survey was employed to determine the perceptions of 144 students toward topics they had already studied in a business communication course conducted in an international ...
(Assumption University Press, 2020)
This research is one of the first to consider an emerging market, exploring the factors affecting the decisions of fans to attend a professional basketball league game in Thailand. Fan acceptability and fan base are important measures for a successful league in the early stages of development. The study extracted 19 factors from the literature and from in-depth interviews with a panel of experts. The factors were assumed to be potentially useful in achieving the goal of increasing both fan acceptability and fan base. A survey instrument was ...
The role of opinion leadership characteristics and brand commitment as drivers of brand-related Electronic Word of Mouth (EWOM) in Social Networking Sites (SNS) (Assumption University Press, 2020)
Previous studies on the antecedents of Electronic Word of Mouth (EWOM) have either focused on the opinion leadership characteristics of individuals, or on brand commitment. It is the aim of this study to combine these two separate streams of research by evaluating the impact of opinion leadership characteristics and brand commitment as possible drivers of EWOM on Social Networking Sites (SNS). It is found that brand commitment is indeed a strong driver of brand related EWOM. Brand commitment mediates the motivation to engage in EWOM by ...
Transformational leadership, workplace spirituality and organizational performance in a restaurant group in Indonesia: a study of the effectiveness of organization development interventions (Bangkok : Assumption University, 2020)
This study investigated the effectiveness of organization development interventions on transformational leadership, workplace spirituality and organizational performance at a restaurant group in Indonesia. The study followed an action research design, following the three stages, namely pre-ODI, ODI and post-ODI. Data were analyzed using a mix of quantitative and qualitative data analysis. The organization development interventions were directed at the participating leaders, who ranged from the top to the lower levels of the organization, ...