STOU Academic Journal of Research and Innovation (Humanities and Social Science)

The Issue of Interpreting the Term “Other Money” in Accordance with Section 42/1 of the Cooperative Act B.E. 2542, as well as the Entitlement to Payment under the Labor Protection Act B.E. 2541

2025-07-25T02:06:22+07:00

This article aims to examine the interpretation of the term “other money” as defined in Section 42/1 of the Cooperative Act B.E. 2542, in connection with the entitlement to payment under the Labor Protection Act B.E. 2541. Upon examining the provisions of both the Cooperative Act B.E. 2542 and the Labor Protection Act B.E. 2541, two primary legal difficulties have been identified: 1) Legal issues which arise when an employer terminates employee and uses the last month's wages that the employer is required to pay to the employees to pay off debts owed to the cooperative of which the employee is members of, as the cooperative notified the employer under section 42/1 of the Cooperative Act B.E. 2542, and the employer's actions under section 76 of the Labor Protection Act B.E. 2541. 2) Legal issues that arise when an employer uses the compensation that the employer is required to pay the worker as specified in sections 118 and 119 in the event that employment is terminated without a specific violation of the Labor Protection Act B.E. 2541 to settle the debt owed to the cooperative under Section 42/1 of the Cooperative Act B.E. 2542 as well as the employer's conduct in accordance with sections 119 and 3 of the Labour Protection Act B.E. 2541.

Policies and Legal Frameworks for AI Governance: A Comparative Study of the European Union, Singapore, and Thailand

2025-07-25T01:51:12+07:00

Artificial Intelligence (AI) has become a driving force in economic and social development worldwide. This article explores the regulatory frameworks and legal challenges in governing AI through a comparative study of the European Union (EU), Singapore, and Thailand. The study focuses on four critical legal dimensions: AI ethics and accountability, AI impact assessment, data privacy, and international alignment. The EU leads with a binding regulatory regime through the European Union Artificial Intelligence Act (EU AI Act) and the EU General Data protection Regulation (GDPR), emphasizing risk-based governance, transparency, and human oversight. Singapore, while lacking a specific AI law, has adopted a voluntary governance framework supported by tools like AI Verify, coupled with a flexible data protection regime under the Singapore Personal Data Protection Act 2012 (Singapore PDPA). Thailand, although developing its National AI Strategy and drafting the AI Innovation Promotion Bill, still lacks concrete provisions addressing ethical standards, risk assessments, and integration with data privacy law. This paper argues for Thailand to reform its legislative and policy instruments to align with international standards and ensure responsible, trustworthy, and sustainable AI development.

Flattery: A Strategic Pathway to Career Success in Developing Countries

2025-10-05T07:33:27+07:00

This study investigates flattery as a strategic communication practice influencing career success in developing countries, moving beyond its common perception as mere insincere praise. It explores flattery’s potential to build social capital and facilitate career advancement within hierarchical and collectivist organizational cultures, acknowledging that effective and ethical usage of flattery remains contested. Synthesizing existing literature and empirical case studies from diverse sectors, the research examines how cultural contexts shape perceptions, effectiveness, and ethical considerations surrounding flattery. Findings underscore the significance of adaptive leadership, communication skills, and cultural intelligence in leveraging flattery to foster positive relationships, enhance employee engagement, and achieve sustainable career growth. The analysis highlights the complexities of flattery, demonstrating that while it can enhance upward mobility in hierarchical settings, it may reduce trust in more egalitarian cultures. Ultimately, this study proposes a framework for organizations to effectively integrate flattery into their communication practices, balancing its potential benefits with ethical considerations to optimize personnel success and organizational harmony in diverse cultural environments.

Human Resource Management in Thai SMEs: Adapting to Change to Enhance Competitive Advantage

2025-10-11T01:17:52+07:00

This article aims to synthesize and propose a human resource management (HRM) framework tailored to the contextual realities of small and medium-sized enterprises (SMEs) in Thailand through a systematic literature review. The study reveals three key findings. First, Thai SMEs face critical HRM challenges, including shortages of skilled labor, competition over compensation from larger organizations, and fragmented or informal HR practices, compounded by constraints such as limited budgets, unclear job structures, and varying levels of employees' digital competencies. Second, six HRM strategies suitable for SMEs are identified: flexible job design, the use of AI in the selection process, mentorship programs, performance management systems with clear key performance indicators, the adoption of digital technologies to support work processes, and the cultivation of diverse teams. Third, implementing these six strategies through an interconnected cycle can enhance operational efficiency, improve employee retention, promote innovation, and create sustainable competitive advantage for SMEs.

Service Innovation for Sustainability in the Automotive Industry within the Environmental, Social and Governance Perspective

2026-02-19T23:48:44+07:00

This academic article aims to present the application of service innovation in the automotive industry to promote sustainability within the environmental, social, and governance framework. A narrative literature review methodology was employed to search international academic journal articles published between 2018 and 2024, focusing on studies that had undergone peer review, yielding a total of eighteen eligible articles. The synthesis indicates that service innovations consistent with Hertog’s four dimensions—namely new service concepts, client interaction channels, service delivery systems, and technological options—are positively associated with environmental, social, and governance outcomes, particularly when integrated with supply chain management, information technology, lean production systems, and internal incentive mechanisms. The findings suggest that integrating service innovation with environmental, social, and governance practices not only reduces negative impacts on society and the environment but also serves as a long-term competitive strategy for firms in the automotive industry.

Green Production in the Asian Film Industry: A Comparative Study of Policies and Practices

2026-03-28T03:51:39+07:00

This article examines policies and practices of sustainable film production through a comparative analysis of five key Asian film industries: India, China, South Korea, Japan, and Thailand. The study aims to examine the evolution, driving strategies, and international benchmarks within the Asian cinematic context. The study finds that “Green Production” initiatives in Asia diverge based on national economic, social, and policy frameworks; however, these efforts remain fragmented and have yet to be elevated to macro-level standards. Consequently, this article highlights the critical gap in establishing systematic integration between the public and private sectors to provide a roadmap for a concrete transition toward sustainable film production standards.

Factors Affecting Student’s Decision to Study Vocational Certificate at the College of Agriculture and Technology Bangsai Arts and Crafts centre, Phra Nakhon Si Ayutthaya

2025-06-13T13:17:18+07:00

The objectives of this study were (1) to examine the current state of public relations media and the decision to continue studying at the vocational certificate (VC) level among students at the College of Agriculture and Technology Bangsai Arts and Crafts Centre in Phra Nakhon Si Ayutthaya, (2) to compare their decisions based on demographic characteristics, and (3) to investigate the influence of public relations media on students’ decisions to continue studying. This quantitative research collected data from 121 students via questionnaires. The data were analyzed using descriptive statistics, and hypotheses were tested using the t-test, one-way analysis of variance, and multiple regression analysis.
The findings showed that most respondents were male, aged 15–18, residing outside Phra Nakhon Si Ayutthaya Province, with a previous GPA of 2.51–3.00, and predominantly enrolled in the Food and Nutrition program. Overall perception of public relations media was at a moderate level, with personal media and online media rated moderate, while print media was rated low. When comparing decisions to continue studying among different demographic groups, “domicile” had a statistically significant effect at the .05 level. Other factors including gender, age, previous GPA, and current majors showed no significant differences. Multiple regression analysis indicated that personal media and print media had a statistically significant influence on the decision to study further, whereas online media had no significant effect.

The Future of Marketing for Gen Alpha: Strategic Brand Development to Address Emerging Consumer Behaviors in Thailand

2025-06-13T13:27:17+07:00

This study aims to examine the behaviors and values of Gen Alpha consumers that influence purchasing decisions and brand engagement in the digital era. It also analyzes appropriate brand development and marketing strategies, while proposing approaches to promote social values aligned with the emerging consumer generation. A mixed-method research design was employed, combining quantitative data collection from 400 respondents through an online structured questionnaire and qualitative data from in-depth interviews with 10 marketing and branding experts. The research instruments included structured questionnaires and open-ended interview guides. Quantitative findings revealed that Gen Alpha actively engages with digital platforms such as YouTube and TikTok and shows a statistically significant preference (p<0.01) for brands that leverage AI and personalized content. Qualitative results highlighted that participatory marketing, AI-driven customization, and the communication of sustainability values are critical strategies for fostering long-term brand loyalty. The study proposes that businesses adapt their marketing strategies to effectively respond to Gen Alpha’s consumption behaviors and align brand identity with their core values.

Learning Happiness Supporting Factors for Bangpleeratbamrung School Students, Bang Phli District, Samut Prakan Province

2025-07-24T08:38:01+07:00

This research aimed to study the factors that promote happiness in learning of lower secondary school students at Bangplee Rat Bamrung School, Bangplee District, Samut Prakan Province. The sample group used in this research was lower secondary school students at Bangplee Rat Bamrung School, Bangplee District, Samut Prakan Province, academic year 2024, totaling 686 people using the sample size determination according to the table of Krejcie and Morgan (1970). The research instrument was questionnaire. Data were analyzed using percentages, means, and standard deviations.
The research results found that there were 4 factors that promoted happiness in learning in this study as follows: 1) Each child was accepted by friends and teachers; 2) Teachers were kind, sincere, and gentle to all children; 3) Children loved and were proud of themselves; and 4) Each child had the opportunity to choose to study according to their abilities and interests. Overall, the factors that promoted happiness in learning were all at a moderate level ( = 3.23, S.D. = 0.26). When considering each aspect, it was found that Factors that promote happiness in learning in aspect 4) Each child has the opportunity to choose to study according to their aptitude and interests at a high level ( = 3.91, S.D. = 0.29), followed by aspect 1) Each child is accepted by friends and teachers at a moderate level ( = 3.01, S.D. = 0.25), aspect 2) Teachers are kind, sincere, and gentle to all children at a moderate level ( = 3.26, S.D. = 0.24), and aspect 3) Children have love and pride in themselves at a moderate level ( = 2.76, S.D. = 0.29). The results of this study can be used as basic information for teachers and educational personnel to be a guideline for promoting happiness in learning effectively in the future.

A Study of Factors Related to Student Dropout in the Distance Learning System in the Field of Curriculum and Instruction at Sukhothai Thammathirat Open University

2025-07-20T01:46:14+07:00

In the aftermath of the COVID-19 pandemic, the demand for open and distance education has surged. However, this instructional modality continues to grapple with significant challenges, notably high student dropout rates. This study aims to investigate the underlying reasons prompting students to discontinue their studies, focusing on the students' perspectives. Data were collected through semi-structured in-depth interviews with 15 master's degree students who withdrew from the distance education program in Curriculum and Instruction, majoring in English and Mathematics, at Sukhothai Thammathirat Open University. The researcher developed guiding questions to explore factors associated with student withdrawal and conducted online interviews via Microsoft Teams. Data analysis was guided by Rovai's (2003) framework and then analyzed through content analysis. The study identified four primary factors influencing students' decisions to withdraw from their studies: internal factors, external factors, student characteristics, and student skills. It was noted that some students may be affected by more than one of these factors simultaneously. Nonetheless, certain reasons for withdrawal could potentially be mitigated through support and guidance from academic advisors and the university. Such interventions may help alleviate students' concerns and assist in finding appropriate solutions. Consequently, this research could serve as a valuable resource for institutions and academic advisors to recognize and address challenges faced by students in distance education systems.

The Effects of Self-Directed Learning Program on Goal Setting for Learn of Secondary Education Grade 3 Students

2025-10-05T06:02:37+07:00

This experimental study investigated the effects of a self-directed learning program on academic goal setting among Mathayom 3 (Grade 9) students. The sample consisted of 37 Mathayom 3 (Grade 9) students from schools in the Pho Thale 02 Educational Coordination Center, under the Phichit Primary Educational Service Area Office 2, during the second semester of the 2024 academic year. The subjects were selected using cluster random sampling and randomly assigned to experimental and control groups. The research instruments included a self-directed learning program, which included 10 activities, and a learning goal setting questionnaire. Data were analyzed using t-tests.
The results revealed that: 1) After the experiment, students in the experimental group set higher academic goals than before the experiment, with statistical significance at the .01 level. 2) After the experiment, students in the experimental group set higher academic goals than the control group, with statistical significance at the .01 level.

Influence of Brand Equity and Political Party Voting Intention to Select Political Candidates in the 2023 Election of Members of the House of Representatives in Thailand

2025-12-06T19:28:33+07:00

The objective of this study was to examine the influence of political parties’ and political candidates’ brand equity as well as political party voting intention, on voters’ intention to select political candidates in the 2023 election of members of the House of Representatives in Thailand. This study employed a survey research design. The sample consisted of 427 Thai citizens aged 20 years and older who were eligible voters and exercised their voting rights in the Thai general election held on May 14, 2023. The samples was selected using multistage sampling and convenience sampling techniques. Data were collected through online and face-to-face surveys. Descriptive statistics and inferential statistics, specifically stepwise multiple regression analysis, were used for data analysis.
Stepwise multiple regression analysis was conducted to identify the best predictors of the sample’s intention to select political candidates. The results indicated that the multiple correlation coefficient (R) was 0.858, with a coefficient of determination (R²) of 0.736, indicating that 73.6% of the variance in voters’ intention to select political candidates could be explained by the model. The standard error of estimate was 0.5347. The analysis revealed that three variables were statistically significant predictors of voters’ intention to select political candidates at the 0.05 significant level: intention to vote for a political party, political party brand equity in terms of brand loyalty, and political candidate brand equity in terms of brand loyalty.

The Perception of Social Security Benefits Among Insured Persons Under Section 33 in Prachinburi Province

2025-10-11T00:03:29+07:00

This research article aims to: 1) study the level of perception regarding the benefits of the Social Security Fund among insured persons under Section 33 in Prachinburi Province across seven benefit categories—namely, sickness, maternity, disability, death, child allowance, old-age pension, and unemployment; and 2) compare the perception of Social Security Fund benefits among insured persons under Section 33 in Prachinburi Province according to demographic characteristics, including gender, age, education level, and length of time insured. This study employs a quantitative research method. The sample consists of 400 insured persons under Section 33 residing in Prachinburi Province. The research tool used was a multiple-choice questionnaire with a reliability coefficient of 0.959. Data were analyzed using frequency, percentage, mean, standard deviation, t-test, and one-way ANOVA.
The findings revealed that: 1) the overall perception level of Social Security Fund benefits among insured persons under Section 33 in Prachinburi Province was moderate; and 2) when comparing the perception levels based on demographic characteristics, it was found that there were no statistically significant differences at the .05 level in perception among groups classified by gender, education level, and length of insurance. However, a statistically significant difference at the .05 level was found among groups classified by age

The Effect of Brand Equity on Attitudinal Brand Loyalty in a Sole Proprietorship Fashion Clothing Business

2025-10-10T22:42:53+07:00

This research article studies the effect of brand equity on attitudinal brand loyalty in a sole proprietorship fashion clothing aims to 1) measure the influence of brand equity, consisting of brand awareness, quality perception, and brand association, on brand loyalty that consumers perceive of a fashion clothing business of a sole proprietorship, and 2) explore the brand loyalty that consumers have towards a fashion clothing business of a sole proprietorship. This quantitative research was used. The sample group used was 400 consumers who purchased fashion clothing from a storefront in Ratchathewi District, Bangkok. A questionnaire was used as the data collection tool. The statistics used for data analysis were percentage, mean, frequency, standard deviation, and multiple regression analysis.
The research results were as follow 1) most respondents were female, age between 21 to 30, held a bachelor’s degree, worked as corporate employees with a monthly income between 25,001 to 40,000 Baht, the frequency of purchased clothing from stores was 3 to 4 times per month with an average between 1,001 to 1,500 Baht per purchase and The primary purpose of purchasing clothing was for personal use based on immediate liking. 2) The results of the hypothesis testing were as follow: brand equity in term of brand awareness perceived quality and brand association affected on brand loyalty in fashion clothing business with a statistical significance of .01.

Driving the Creative Economy with Elderly Workers in Pathum Thani Province

2025-10-10T23:37:37+07:00

This qualitative research aims to 1) examine the creative economy of Pathum Thani Province, including its potential creative industries, local policies, infrastructure, and factors conducive to development; 2) investigate the current situation of elderly workers participating in the province's creative economy; and 3) propose strategies for developing and promoting the role of elderly workers in the province's creative economy. The key informants comprised 57 individuals in three main groups: (1) representatives from agencies, organizations, and groups involved in driving elderly labor; (2) elderly workers from both the formal and informal sectors, four from each of the province's seven districts; and (3) elderly labor leaders and local leaders involved in entrepreneurship, two from each of the seven districts. The research instruments were semi-structured interview and observation forms used in in-depth interviews and focus group discussions. The data were then analyzed through descriptive analysis and summarization.
The findings revealed that 1) the creative economy of Pathum Thani Province has strong development potential, as its policies align with national strategies and it is supported by infrastructure and favorable conditions. For example, the province has adopted a vision and development plan to become a “Metropolitan Hub of the Creative Economy,” promoting the integration of the creative economy, digital technology, and innovation into the elderly labor force and all relevant sectors. The area is also equipped with social capital in every dimension, such as local resources, cultural traditions, educational institutions, and others. 2) Regarding the situation of elderly labor in Pathum Thani, most elderly workers are highly capable, drawing on prior experience in various levels of business and industry; they also hold positive attitudes and are ready to continue working. 3) The proposed strategies for developing policy and promoting the role of elderly workers in the creative economy of Pathum Thani Province are as follows: (1) all relevant agencies should integrate their work on a shared, efficient database; (2) the development of new knowledge and skills that support elderly workers should be emphasized urgently and continuously; and (3) key creative economy sectors that align with new market demands should be supported.

Analysis of Facebook Users’ Dialogue on PM 2.5 Air Pollution via Social Listening Tools

2026-02-24T15:34:54+07:00

This study aimed to 1) examine the volume of mentions and user engagement related to PM2.5 on Facebook and 2) explore the main discussion topics concerning PM2.5 among social media users on Facebook during a four‑month period (December 2024–March 2025). The research employed a qualitative design, combining frequency counts of PM2.5‑related mentions and engagement on Facebook with content analysis of posts and comments by Facebook users. Data were collected using the social listening tool Zocial Eye. Qualitative data were analyzed using thematic analysis to identify the key themes in Facebook conversations about PM2.5.
The findings revealed that 1) social media users mentioned PM2.5 on Facebook 73,569 times, generating a total of 8,720,594 engagements. The highest volume of PM2.5‑related discussion occurred in late January 2025, specifically in the third week of the month, with 20,562 mentions and 3,842,620 engagements. 2) Thematic analysis indicated six major themes in Facebook discussions on PM2.5: (1) health impacts, (2) government policies and measures, (3) updating/ reporting of PM2.5 levels and air quality indicator, (4) criticism of the government and its policies regarding PM2.5, (5) self‑protective procedures, and (6) activities or sources of PM2.5 emissions. Posts with high engagement further revealed several outstanding subthemes, including concrete severe impacts on children and pets, perceived severity of health effects, controversial government measures affecting daily life, and the use of humor and jokes as a coping strategy in response to PM2.5 crisis.

Development of Tua Cow Tua Kwai Dessert as Soft Power to Promote Identity and Economy of Lao Krang Community, U Thong District, Suphan Buri Province

2026-05-09T11:10:35+07:00

This research, titled “The Development of Ta Wua Ta Khwai Dessert as Soft Power to Promote the Identity and Community Economy of the Lao Khrang Community in U Thong District, Suphan Buri Province,” aimed to: 1) study the current situation of the dessert in the Lao Khrang community in terms of production, consumption, distribution, and knowledge transmission; 2) analyze the potential of the dessert as soft power in terms of identity, cultural narrative, product appeal, and stakeholder acceptance; 3) examine the impacts of developing the dessert on community identity, pride, and the local economy; and 4) propose sustainable development guidelines consistent with the cultural and economic context of the Lao Khrang community. The study employed a mixed methods research design. Quantitative data were collected from 120 respondents using questionnaires, while qualitative data were obtained through in-depth interviews with 15 elderly people, local wisdom holders, and experienced dessert makers, together with non-participant observation. The data were analyzed using percentage, mean, standard deviation, and content analysis.
The findings revealed that: 1) the dessert continues to play an important role in the way of life of the Lao Khrang Ban Khok community in terms of production, consumption, distribution, and knowledge transmission, with overall consumer satisfaction at the highest level (mean = 4.73); 2) the dessert has a high potential to be developed as soft power (overall mean = 4.68), especially in the cultural and historical dimensions reflecting the community’s distinctive identity; 3) its development positively strengthens community identity and pride and creates opportunities for income generation, cultural tourism, and community economic development; and 4) sustainable development should integrate local wisdom preservation with product development, packaging design, marketing, cultural tourism, and knowledge transmission to younger generations, so that the dessert can endure as a sustainable form of community-based soft power.