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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 t...
Factors affecting fans' decisions to attend a professional basketball league in Thailand
(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
...
Elucidating students' perception of themes employed in business communication
(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 intern...
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,...
Identification of service quality competency framework for the lounge attendants: a case of a privately-owned airline in Thailand
(Bangkok : Assumption University, 2019)
Service quality is a critical competitive differentiator, particularly for A airways,
which cannot compete with low-cost carriers (LCCs) based on price; the airport
lounge service has been identified as a critical aspect of overall airline service quality.
However, an established competency framework for airline lounge staff, and clear
understanding of the competencies that contribute to service quality in airline lounges
are currently lacking. This research was conducted to determine whether staff
competencies influence the service quali...
The effects of team leader coaching on team members: an action research project at DHL Thailand
(Bangkok : Assumption University, 2019)
All organizations have their individual strengths and weaknesses. Keeping up
with technology and finding an appropriate strategic focus is important, but the driving
force to success lies with the engagement of employees.
Communication satisfaction, employee engagement, job satisfaction, and job performance in higher education institutions
(Bangkok : Assumption University, 2019)
This quantitative study investigates the relationships and impacts of
communication satisfaction, employee engagement, job satisfaction, and job
performance in higher education institutions in Thailand. Survey data were collected
from 400 faculty members and staff who work in public and private universities in
Thailand. The results from simple and multiple regression analyses show that
communication satisfaction has a positive impact on job satisfaction and employee
engagement; job satisfaction has a positive impact on employee engagement...
Developing and testing relationship quality model: the context of undergraduate business programs in Thailand
(Bangkok : Assumption University, 2019)
The purpose of this study is to develop a concept of the dimensions of relationship
quality for students and lecturers, using the Investment Theory. The determinants of
relationship quality drawn from the Social Exchange Theory and their outcomes were
investigated. Past studies examined relationship quality in various contexts, yet were
limited in higher education. Relationship quality dimensions are evolving and mostly
capture only “want to” and “ought to” stay in relationships, hence, this study added a
“have to” aspect. This study adop...
A study of employment opportunities for Myanmar graduates of Assumption University with special reference to Myanmar's labor market
(Bangkok : Assumption University, 2019)
In the past, the vast majority of Assumption University’s (AU) Myanmar
graduates have tried to achieve better employment and higher socio-economic positions
in other countries. English proficiency is a strength for AU graduates to obtain proper
jobs, not only in Myanmar but also in other countries. Significant political reforms and
economic developments in Myanmar have emerged since 2010. As a result, more
employment opportunities have induced more AU graduates to work in their home
country. On the other hand, these graduates have encount...
Effects of product quality, service quality and price fairness on customer engagement and customer loyalty
(Bangkok : Assumption University, 2019)
This paper examines the key relationship effects between the customer perceived
value dimensions: product quality, service quality and price fairness on customer
engagement in a holistic model, using structural equation modeling. Further, the study
evaluated the direct and mediating effects of these factors on customer loyalty in the
automobile industry, with sample data from 224 existing car owners, based in Bangkok.
The study results illustrate significant direct effects on customer loyalty, with product
quality, service quality, price ...
On new ventures' board of directors: formation, adjustment, and influences on internationalization
(Bangkok : Assumption University, 2019)
To survive and grow, young firms must leverage different means, such as strategic
alliances or founders’ personal networks, to access and acquire necessary external
resources to overcome, or at least mitigate, the liability of newness. In this study, we
found that the board of directors can serve as a means of resource provision for new
ventures. We conducted a historical analysis and case studies on high-tech new
ventures, in order to delve deeply into the processes regarding how boards are formed,
how board members provide these resourc...
Moderating effects of Hofstede's cultural dimensions on the relationship between Aewom and Fewom in Thailand
(Bangkok : Assumption University, 2019)
This research aims to examine the moderating effects of Hofstede’s cultural
dimensions at the individual level on the relationship between acceptance and
subsequent forwarding of electronic word of mouth (EWOM) in Thailand. EWOM is
currently considered as one of the most influential communication channels for
businesses, marketers, and various kinds of consumers. Cultural values can also be a
factor to influence consumers’ decision-making behaviors. Hypotheses were developed
by adopting Hofstede’s cultural dimensions, but with the newly d...
The developing image of the divine : a philosophical reflection on the relationship between 'will' and 'love' from the perspective of F.W.J. Schelling's later philosophy
(Bangkok : Assumption University, 2019)
The most significant call of the human being is for ceaseless effort. Rilke’s1 poetry in the
form of poetic language is quite appropriate to support the author’s vital aim in encouraging
one’s own self and the fellow human beings for constant unceasing effort. Schelling’s Later
Thoughts are influenced by mystics and theosophers such as Meister Eckhart, Jacob Boehme,
Franz von Baader and Oetinger. The call of the human being is to make ceaseless effort in
developing the image of the Divine in oneself by transcending ‘will’ to ‘love’. Accord...
Robust forex trading with Deep Q Network (DQN)
(Bangkok : Assumption University, 2019)
Financial trading is one of the most attractive areas in finance. Trading
systems development is not an easy task because it requires extensive
knowledge in several areas such as quantitative analysis, financial skills, and
computer programming. A trading systems expert, as a human, also brings in
their own bias when developing the system. There should be another, more
effective way to develop the system using artificial intelligence. The aim of
this study was to compare the performance of AI agents to the performance of
the buy-and-hold...
Political security abstacles and challenges of Timor-Leste's ASEAN membership
(Assumption University Press, 2018)
The Democratic Republic of Timor-Leste has implemented its foreign policy by participating
in various international organizations. To enhance its relation with other countries, particularly
at the regional level, Timor-Leste is working hard to achieve its full membership in ASEAN
and has already shown its seriousness to do so, submitting a formal application in 2011. This
research focuses on political-security, aiming to find and describe the obstacles and challenges
to political security in Timor-Leste, in support of the country joining A...
Strengthening employee's engagement in e-commerce business department through an ODI approach
(Assumption University Press, 2018)
This action research dissertation is aimed to enhance the level of employees’ engagement
in a flux business environment that deals with e-Commerce business operations. As a start-up
firm; the focal organization often experiences certain unalignments between executives and
employees or even among employees themselves. This study is expected to add extra knowledge
to an academic body; while, also enhancing business results via improved employee engagement.
The paper aims to determine whether an existing engagement model could be re-applied t...
Online impulse buying behavior amongst undergraduate students in Tianjin, the people's republic of China
(Assumption University Press, 2018)
The aim of this study is to understand online business, regarding impulse buying behavior
amongst undergraduate students in Tianjin, China. This study concentrated on the Taobao.com
platform, and considered variables of website quality (security, navigability, and visual appeal),
hedonic shopping value (product novelty, fun and escapism), and product knowledge (word
of mouth and social norms), to learn how online shop owners increase their profits by
encouraging impulse buying behavior. The results suggest that Taobao.com online shop owner...
The effectiveness of blended learning: a case study
(Assumption University Press, 2018)
Recent policy announcements by the Thai government: Thailand 4.0, and its education
component: Education 4.0, advocate the use of innovation and digital technology in schools
and universities to improve the quality of education. We explore here the effectiveness of
blended learning at an institute of higher education with a case study for one subject taught at
the undergraduate level at Assumption University. Blended Learning in this study is defined as
supplementing traditional classroom lectures with an online eLearning course in the sam...
Language and attitudes of invisible minds: an appraisal analysis of cyber discourse
(Assumption University Press, 2018)
This study examines the interactions of different participants on Yahoo Singapore and
Yahoo Philippines using the Martin and Rose (2011) Appraisal Theory, focusing on the
interpersonal aspects of discourse, ATTITUDE is used as the framework for a Critical
Discourse Analysis (CDA). Blogging in the cyberworld, as a different channel of
communication, allows the people of a society to discuss issues that matter most to them. The
method used to foreground the underlying discourse is an attempt to understand the influence
of various elements o...
Tobacco smoking behaviors of baccalaureate students, Thailand
(Assumption University Press, 2018)
The smoking behaviors of youths and young adults have changed worldwide. This
study aims to explore the tobacco smoking behaviors of a university students which includes
the type, duration, amount, frequency, reason, addiction level, and family history of smoking.
Descriptive cross-sectional study was used with the university students in Thailand. Proportional
Random Sampling technique was used to recruit 440 participants from 10 faculties. Results
revealed that 33% of participants were currently tobacco smokers. The t...