WESTERN UNIVERSITY RESEARCH JOURNAL OF HUMANITIES and SOCIAL SCIENCE

Strategies for Adapting Thai Retail Businesses to the Transition to a Digital Economy

2025-12-17T09:00:10+07:00

Thailand is inevitably entering the digital economy era. Under government policies aimed at upgrading the economic structure and enhancing the competitiveness of the business sector, the retail sector, a key driver of the economy, faces pressure to adapt to digital business operations. Changes in technology and consumer behavior have created new dynamics in the retail industry, affecting competitive landscapes, marketing strategies, and management structures. Studies indicate that the competitive landscape in Thai retail is shifting from physical advantages to a “digital ecosystem” where data, platforms, and cross-channel integration capabilities determine competitive advantage. This is particularly true for omnichannel customer experience management, data-driven decision-making, and optimization through artificial intelligence and automation. Simultaneously, this transformation is characterized by disparities in organizational size and resources. Larger businesses have greater capacity to invest in data infrastructure and technology, while small and medium-sized enterprises (SMEs) often rely on off-the-shelf platforms, which offer short-term market expansion but increase the risk of platform dependence and limitations in owning customer data. The synthesized strategic proposals focus on four strategies: (1) enterprise-level digital strategy, (2) market and customer strategy, (3) data and technology strategy, and (4) specific guidelines for small and medium-sized enterprises. The study suggests that strengthening government support measures coupled with data and competition regulation will be a key condition for enhancing the competitiveness of Thai retail to grow fairly and sustainably in the digital economy.

The Impact of Financial Literacy on Saving Behavior among Undergraduate Students

2025-11-17T10:39:31+07:00

Saving behavior played a crucial role in ensuring long-term financial stability, particularly among undergraduate students who were transitioning from financial dependence on their families to managing their own finances. However, many students lacked adequate financial knowledge and essential money-management skills, which resulted in overspending, consumer debt, and insufficient emergency savings. This study synthesized concepts and theories related to financial literacy and saving behavior, revealing that financial literacy, which encompassed basic financial knowledge, budgeting skills, and understanding of investment, borrowing, and taxation, had a positive impact on students’ saving behavior. Financial decision-making ability served as a key mediating factor, enabling individuals to apply financial information to analyze options, plan effectively, and control spending responsibly. The findings indicated that students with higher financial literacy tended to save more consistently, set clearer saving goals, manage expenses wisely, and maintain emergency funds to handle unexpected situations. In the digital financial era, where students have easy access to financial products and credit services, financial literacy has become even more essential to prevent financial mismanagement and promote responsible financial behavior. Overall, the study highlighted that strengthening financial literacy could build a solid foundation for long-term financial well-being, reduce the risk of debt accumulation, and enhance students’ quality of life. The results emphasized the need for higher education institutions to integrate financial education into curricula and student development programs to foster financially capable and responsible young adults.

A Study on the Validation of a Developmental Model for Social Integration abilities Among Needy Students in Guangxi's Higher Vocational Colleges

2025-11-07T14:59:00+07:00

This study focuses on the specific context of higher vocational colleges in Guangxi, employing empirical research to validate the effectiveness and feasibility of a social integration ability development model for needy students within these colleges. The sample comprised 381 needy students in 2023 across four higher vocational colleges in Guangxi (Group E) and three experts in educational research and vocational education management (Group F). Data analysis integrated descriptive and inferential statistical methods: Frequencies and percentages were employed to describe students' demographic characteristics. Data reliability and validity were assessed through Cronbach's α coefficient, KMO test, and Bartlett's sphericity test. Paired-sample t-tests analysed pre- and post-intervention ability differences. Pearson correlation analysis explored associations between programme participation, ability enhancement, and ability dimensions. Concurrently, expert evaluations were conducted using the Quality Index of Content (QIC) and Key Success Factors (KSF) assessment methodologies. Results indicate that following participation in the model, Group E students demonstrated significant improvements across seven abilities including economic integration and interpersonal interaction (p < 0.001). The most pronounced enhancement was observed in economic integration ability (mean score rising from 3.08 to 3.61). Participation frequency and duration showed a significant positive correlation with ability enhancement (e.g., participation frequency and economic integration ability: r=0.37***). Strong synergistic effects existed across the seven ability dimensions (e.g., psychological adaptation ability and self-identity ability: r=0.90***). Panel F experts achieved 100% consensus on all 14 intervention measures within the model, with all six key success factors scoring >4.4 and all seven ability dimensions scoring >4.5. In summary, this model effectively promotes the development of social integration abilities among needy students. Its intervention measures align with educational management practice requirements, providing empirical evidence for optimising and scaling up subsequent related intervention practices.

Guidelines for Professional Learning Community (PLC) Implementation by School Administators to Promote Classroom Action Research Among Teachers in the Lampang Prinary Educational Service Area Office 1

2025-10-28T10:26:32+07:00

The purpose of this research article 1) study the needs for implementing professional learning community by school administrators in promoting classroom action research among teachers, 2) explore the approaches for implementing professional learning community by school administrators to enhance classroom action research among teachers under the same jurisdiction. The sample consisted of 59 school administrators and 274 teachers, totaling 333 participants. The research instrument was a five-point Likert scale questionnaire. Data were analyzed using basic statistics such as frequency, percentage, mean, standard deviation, and the Modified Priority Needs Index (PNI modified) to rank the needs. A feasibility and suitability assessment form was also used to identify potential approaches for professional learning community implementation. The results revealed that: 1) The most essential need in implementing professional learning communities by school administrators to promote classroom research was shared leadership and collaborative teamwork, followed by professional learning and development, collegial community, and shared vision, respectively. 2)There were 25 proposed approaches for implementing professional learning communities by school administrators, which were found to be highly suitable and feasible.

A Model for Developing 21st Century Competencies of School Administrators based on Thailand Quality Award (TQA) Criteria under the Office of Primary Educational Service Area, Chiang Rai Province

2025-09-25T08:39:55+07:00

The purpose of this research article 1) to study the current conditions of curriculum management according to the Thailand Quality Award (TQA) framework under the Chiang Rai Primary Educational Service Area Offices; 2) to develop a model for enhancing 21st century administrators’ competencies based on the TQA 3) to evaluate the developed model in terms of feasibility and usefulness. The study employed a mixed-method research design, using four research instruments: (1) document analysis, (2) questionnaires, (3) interviews with administrators and teachers from best practice schools under the quality enhancement 4) evaluation forms. Data were analyzed through content analysis, mean, and standard deviation. The research findings revealed that: (1) the overall status of educational management was at a high level (𝑋̅ = 3.64, S.D. = 0.56), indicating that schools implemented management practices aligned with the TQA framework at an appropriate level and were responsive to the changing context of 21st-century education; the overall level of administrators’ 21st-century competencies was also high (𝑋̅ = 3.62, S.D. = 0.52); (2) the developed model comprised five key components: (a) principles, (b) objectives, (c) processes, (d) evaluation guidelines, and (e) conditions for success; and (3) the model demonstrated high levels of feasibility and usefulness.

Synergistic Leadership of School Administrators Influencing Teachers' Competency in Learning Management in Private Vocational Institutions within the Jurisdiction of the Office of the Vocational Education Commission, Nakhon Ratchasima Province

2025-10-02T12:15:49+07:00

This study aimed to investigate: the level of synergistic leadership among school administrators; the level of teachers’ instructional competence in learning management; and the influence of administrators’ Synergistic Leadership of School Administrators Influencing Teachers' Competency in Learning Management in Private Vocational Institutions within the Jurisdiction of the Office of the Vocational Education Commission, Nakhon Ratchasima Province. The sample comprised 170 teachers from 13 schools. The research instrument was a questionnaire with content validity indices ranging from 0.80 to 1.00 and an overall reliability coefficient (Cronbach’s alpha) of 0.993. The study employed descriptive statistics, Pearson product-moment correlation, and stepwise multiple regression analysis to analyze the data. The findings revealed that: 1) Administrators’ synergistic leadership was rated at a high level both overall and across all dimensions. 2) Teachers’ instructional competence was also rated at a high level. The highest mean score was found in the dimension of creative teamwork and participation in professional development activities, while the lowest was in curriculum development and enhancement. 3) The “integrating work” component of administrators’ synergistic leadership significantly influenced teachers’ instructional competence, accounting for 31.20% of the variance at the 0.01 significance level. The predictive equation was: Y = 2.760 + 0.362X₁₀.

Innovative Management Approaches of Community Enterprises in Developing Sustainable Agricultural Tourism in Sing Buri Province

2025-09-25T09:00:49+07:00

The purpose of this research article (1) examine the context and current conditions of community enterprise management in sustainable agricultural tourism in Sing Buri Province, (2) analyze the management innovation models and success factors contributing to the development of sustainable agricultural tourism, and (3) propose innovative management approaches to enhance community enterprises and create sustainable public value. The key informants consisted of 24 participants, including community enterprise leaders and members, government officials, academics, experts, and stakeholders, selected through purposive sampling. The research focused on management context, success factors, obstacles, and innovative development approaches. Data were collected through in-depth interviews and both participant and non-participant observations conducted in Sing Buri Province between January and March 2025. Thematic analysis was employed to categorize and interpret data, and results were presented through descriptive interpretation. The findings revealed that (1) community enterprises in Sing Buri are strengthened by group collaboration and leadership but face limitations in budget, technology, and marketing; (2) success factors include leadership, networking, and supportive policies, with management innovations identified in three dimensions—economic, socio-cultural, and environmental; and (3) the proposed development framework generates public value through income enhancement, social capital building, and environmental conservation. The findings can serve as a policy and practical guideline to strengthen grassroots economies and promote sustainable agricultural tourism in Sing Buri Province and other regions.

Service Development Guidelines for Short-Term Western Pastry and Bakery Programs in Bangkok’s International Culinary School

2025-10-02T12:14:28+07:00

The purpose of this research article 1) to examine the experiences and challenges of learners regarding the service delivery of Western pastry courses offered at international culinary schools in Bangkok, 2) to analyze learners’ expectations and satisfaction with the service delivery model in order to develop future opportunities, 3) to explore solutions to the obstacles faced by learners concerning the service aspects of the courses, and 4) to synthesize guidelines for improving the service delivery of short-term Western pastry courses to be more effective and aligned with learners’ needs. The research was qualitative in nature, conducted in Bangkok, with key informants consisting of 9 learners enrolled in the courses and supplementary informants including 4 instructors or individuals involved with the programs, selected using purposive sampling. The research instrument was a semi-structured interview designed by the researcher for the target group, and the data were analyzed using content analysis and presented descriptively. The research findings revealed that: 1) learners’ experiences varied depending on their backgrounds and goals, with the main problems being language barriers, management, and limited resources, 2) most learners expressed satisfaction at a good to very good level, though some reported a lack of progress, while their main expectation was the integration of practical training with theoretical knowledge, 3) the courses’ strengths lay in the chefs and recipes, but limitations included high costs and unsuitable ingredients or equipment, suggesting improvement through better alignment of materials and tools, and 4) the courses should establish a strong theoretical foundation integrated with hands-on practice, emphasize learner-centered approaches, and be designed with flexibility. The findings of this research will benefit international culinary schools by providing guidelines to enhance short-term Western pastry courses that effectively meet learners’ needs.

An Analysis of the Relationship between Success Factors and the Effectiveness of Construction Project Management of Local Administrative Organizations in Phetchabun Province

2025-11-10T13:13:23+07:00

The purpose of this research article 1) analyze the success factors in construction project management of Local Administrative Organizations in Phetchabun Province; 2) evaluate the level of effectiveness of construction project management of Local Administrative Organizations in Phetchabun Province; and 3) examine the relationship between success factors and the effectiveness of construction project management of Local Administrative Organizations in Phetchabun Province. The sample group, selected via purposive sampling, consisted of 512 individuals, comprising Local Administrative Organization Executives, Permanent Secretaries, Directors of Engineering Divisions, and Directors of Finance Divisions from 128 Local Administrative Organizations in Phetchabun Province. The research instrument used for data collection was a questionnaire. Data analysis was performed using descriptive statistics (frequency, percentage, mean, and standard deviation) and Pearson’s correlation coefficient. The research results revealed that: The overall success factors were at a high level. Specifically, the personnel factor had the highest influence on the success of construction project management of Local Administrative Organizations in Phetchabun Province. The overall effectiveness of construction project management of Local Administrative Organizations in Phetchabun Province was at a high level, with the aspect of work quantity ranking the highest. Regarding the relationship between success factors and effectiveness, it was found that all five success factors (Personnel, Finance, Machinery, Materials, and Methods) had a very high positive correlation with project management effectiveness in terms of both work quantity and time, at a statistical significance level of .05 (Sig. = 0.000).

Factors Affecting Job Performance of Officers at the Bangkok Metropolitan Land Offices

2025-09-01T09:58:59+07:00

The purpose of this research article 1) to examine the levels of motivational and maintenance factors of officers at the Bangkok Metropolitan Land Offices, and 2) to investigate the motivational and maintenance factors affecting the work performance efficiency of officers at the Bangkok Metropolitan Land Offices. The population consisted of officers at the Land Offices and their branches, with a sample of 252 respondents determined using Yamane’s (1973) formula. The research instrument was a questionnaire with an overall reliability coefficient of 0.96. Data were analyzed using descriptive statistics and multiple regression analysis. Research findings revealed that 1) The levels of motivator and hygiene factors of officers at the Bangkok Metropolitan Land Offices were found to be at the highest level. The motivator factors were at the highest level (𝑋̅= 4.58), with responsibility in work ranked the highest. The hygiene factors were likewise at the highest level, particularly job security, which was rated the highest (𝑋̅= 4.57), and (2) Regarding the factors affecting job performance efficiency, it was found that the timeliness of task completion had the highest mean score (𝑋̅= 4.53), at the highest level. The motivation factors that had a significant effect on performance included job characteristics, career advancement, recognition, and achievement, which accounted for 48.1 percent of the variance in performance. The hygiene factors that had an effect included job security, policies and administration, compensation, and nature of occupation, which accounted for 61.7 percent of the variance.

The Overall Economic Impact of Minimum Wage Increases

2025-11-14T10:10:08+07:00

The purpose of this research article to empirically analyze the impact of the minimum wage rate on provincial economic growth, utilizing GPPPC and GPPPC_CVM (chain-volume measure) as proxies for current and real economic output, respectively. The analysis employs Balanced Panel Data and the Panel Least Squares (Fixed Effects Model) method, incorporating Cross-section weights (PCSE) standard errors for statistical robustness. The analysis reveals a positive and highly significant statistical relationship between the MWR and provincial economic growth across both current and real output measures. Specifically, the elasticity coefficient is 0.875649 for GPPPC and 0.434522 for the real measure GPPPC_CVM. This outcome supports the main hypothesis that raising the minimum wage can stimulate the economy by boosting aggregate demand and household purchasing power. However, the relationship in both models is inelastic (less than unity). Crucially, the elasticity for the real output measure 0.434522 is nearly halved compared to the current output measure. This discrepancy indicates that the real benefit (Real Effect) derived from demand stimulation is significantly attenuated by the adverse impact of rising production costs (Supply Side) and subsequent domestic price inflation. Despite the cost effects, the net result at the aggregate provincial output level remains positive, which contrasts with the predominant focus on negative cost impacts in much of the existing Thai literature.

Legal Issues Regarding Claiming to Be a Lawyer Without Permission Under the Lawyers Act B.E. 2528

2025-12-11T08:32:46+07:00

The purpose of this research article aimed to examine concepts, theories, judgments, and research, the regulatory issues surrounding the practice of acting as a lawyer, and the penalties for acting as a lawyer without a license. This qualitative research examined Thai and international documents, legal texts, academic texts, and electronic media.The research found that Section 33 of the Lawyers Act B.E. 2528 (1985) does not adequately regulate legal service providers in Thailand. It limits activities exclusively to lawyers, such as litigation, representation, drafting complaints and defenses, and filing appeals or cassations. This restriction leaves other legal activities, like legal consultation, contract drafting, or out-of-court litigation, unregulated. As a result, unlicensed individuals can provide such services without penalty, creating a legal loophole and increasing risks to the public. Therefore, section 33 should be amended to clearly define the activities related to legal services. Furthermore, the penalties under section 82 are deemed insufficient; the current punishment of imprisonment not exceeding two years and a fine not exceeding 40,000 baht should be increased.

Organizational Commitment and Organizational Satisfaction Affecting Employee Retention of Phraeksa Town Municipality, Mueang Samutprakan Province District, Samut Prakan Province

2025-11-03T10:32:00+07:00

The purpose of this research article (1) compare the differences in employee retention of employees, classified by personal factors; (2) organizational commitment affecting employee retention and (3) organizational satisfaction affecting employee retention of Phraeksa Town Municipality, Mueang Samut Prakan District, Samut Prakan Province. This study was a quantitative research design, with the sample including 143 employees of Phraeksa Town Municipality. Data were analyzed using frequency, percentage, mean, standard deviation, t-test, F-test, and multiple regression analysis. The findings of the study showed that: (1) employees with different marital status and educational levels demonstrated significant differences in overall retention, whereas employees with different gender, age, monthly income, and years of service did not significantly differ in overall retention; (2) organizational commitment, specifically the desire to remain a member of the organization, significantly affected employee retention; and (3) organizational satisfaction, particularly in terms of career advancement opportunities, satisfaction with supervisors, and work environment, significantly affected employee retention.

A Curriculum management model for developing student competence in the digital age in kindergartens in the network provinces of northern Thailand

2025-09-29T10:21:44+07:00

The purpose of this research article (1) to study the foundational information for developing a curriculum management model aimed at enhancing students' competencies in the digital era within provincial kindergarten schools in Northern Thailand, (2) to construct and validate the model, and (3) to evaluate the feasibility and usefulness of the developed model. A mixed-methods approach was employed. The participants included school administrators and staff from the provincial kindergarten school network in Northern Thailand. The research instruments consisted of a questionnaire on curriculum management for developing students' digital-era competencies. Both qualitative and quantitative data collection methods were utilized, and the data were analyzed using mean and standard deviation. The research was conducted in three phases: (1) studying foundational data and identifying model components, (2) designing and validating the model, and (3) evaluating the model's feasibility and usefulness. The findings were as follows:1. The analysis of foundational data revealed limitations in terms of resources, personnel understanding, and monitoring systems. However, the overall readiness level was high ( 𝑋̅= 4.04, S.D. = 0.49). The highest-scoring dimensions were curriculum planning and curriculum evaluation, whereas curriculum supervision and communication ability were the weakest areas.2. The design and validation phase resulted in the development of the DCCM Model, comprising six key components: (1) model name, (2) objectives, (3) principles, (4) processes, (5) evaluation, and (6) implementation conditions. The validation by experts confirmed a high level of accuracy and appropriateness (𝑋̅ = 4.50, S.D. = 0.32).3. The final evaluation showed that the model was perceived as highly feasible and useful (𝑋̅= 4.64, S.D. = 0.33).

Organizational Culture and Work Motivation Affecting Job Satisfaction Among Operational-Level Employees in the Chemical Industry for Paints and Coatings: A Case Study in Map ta Phut Industrial Estate, Rayong

2025-09-29T10:27:12+07:00

The purpose of this research article (1) organizational culture affecting the job satisfaction of the operational-level employees; and (2) work motivation affecting the job satisfaction of the operational-level employees in the chemical industry for paints and coatings, with the case study in the Map Ta Phut Industrial Estate, Rayong province. The study was quantitative research, employing a sample of 86 operational-level employees in the chemical industry for paints and coatings, within the Map Ta Phut Industrial Estate, Rayong province. Data were collected through a questionnaire and analyzed by multiple regression. The findings in this study revealed that (1) organizational culture in terms of achievement-oriented significantly affected the job satisfaction of the operational-level employees in the chemical industry for paints and coatings, with a case study of the Map Ta Phut Industrial Estate, Rayong province; and (2) work motivation in terms of achievement and job security aspects significantly affected the job satisfaction of the operational-level employees in the chemical industry for paints and coatings, with a case study of the Map Ta Phut Industrial Estate, Rayong province.

A Study of the Causal Factors Affecting the Voluntary Post-retirement Housing Services Intention

2025-11-10T11:37:29+07:00

The purpose of this research article (1) examine the intention to use voluntary post-retirement housing services, (2) investigate the effects of service marketing strategies and service-related attitudes on the intention to use post-retirement housing services, and (3) develop a structural equation model (SEM) to explain the causal factors influencing the intention to use such services. A quantitative research design was employed, guided by service marketing strategy theory, attitudes, and service intention as the conceptual framework. The study population comprised Thai adults aged 21–60 years, with a sample of 200 participants selected through simple random sampling. Data were collected using a questionnaire, which was validated for content by three experts and tested for reliability. The data were then analyzed using partial least squares structural equation modeling (PLS-SEM) implemented with SmartPLS 4. The results revealed that: (1) the intention to use post-retirement housing services was at a moderate to high level, with the model explaining 71.3% of the variance; (2) service marketing strategies had a significant direct effect on attitudes (β = 0.551, p = 0.005), and attitudes had a significant direct effect on service intention (β = 0.837, p = 0.001), whereas service marketing strategies did not have a significant direct effect on service intention (β = 0.013, p = 0.957); and (3) the model showed good empirical fit, with attitudes fully mediating the relationship between service marketing strategies and service intention (complete mediation), with an indirect effect of 0.461 (p = 0.015). These findings suggest that operators of post-retirement housing should focus on fostering positive attitudes among potential users by implementing effective service marketing strategies, as attitudes serve as a crucial mechanism influencing the intention to utilize post-retirement housing services.

An Analysis of Legal Problems and Obstacles in the Implementation of Environmental Impact Assessment (EIA) in Thailand

2025-11-11T09:38:56+07:00

This research article the development and legal framework regarding environmental impact assessments in Thailand, to analyze the legal problems and obstacles that arise in the practical implementation of environmental impact assessments. It also proposes ways to improve laws and enforcement mechanisms to ensure that environmental impact assessments are effective, transparent, and consistent with the principles of environmental governance set out in the legal provisions for determining the criteria for environmental impact assessments. It was found that the master law on the Promotion and Maintenance of National Environmental Quality B.E. 2535 (1992) has limitations regarding the authority and responsibilities of the relevant agencies and lacks clear enforcement mechanisms. The Ministry of Natural Resources and Environment regulations determine the types of projects required to conduct environmental impact reports, based on the scale of projects that have an impact on the environment which must conduct an Environmental Impact Assessment (EIA). Without considering the type of business that impacts the environment, project developers will apply for approval on a per-project basis. Furthermore, the authority to approve or permit Environmental Impact Assessment (EIA) reports lies with the Office of Natural Resources and Environmental Policy and Planning (ONEP), which is the agency that reviews projects nationwide. This process is not timely for project preparation, and even having an expert committee cannot expedite the review. If an EIA report is approved and new facts are discovered, project developers will prepare an additional EIA report and request approval for a new report, allowing the project to continue without considering the suitability of the new facts, regardless of how significant they may be to the ecosystem or the environment.

Conflict Management of School Administrators under Uthaithani Primary Educational Service Area Office 2

2025-11-24T11:34:40+07:00

The purpose of this research article 1) assess the level of conflict management and school effectiveness; 2) analyze the relationship between administrators’ conflict management strategies and school operational performance; and 3) construct a predictive equation for school effectiveness based on administrators’ conflict management variables. The sample group for this study consisted of 278 teachers affiliated with the Uthai Thani Primary Educational Service Area Office 2, obtained through stratified random sampling classified by school size. The research instrument used for data collection was a questionnaire, with an Item-Objective Congruence (IOC) index ranging from 0.80 to 1.00 and an overall reliability coefficient (Cronbach’s Alpha) of 0.904. Data analysis was conducted using a statistical software package. The statistics employed included descriptive statistics: frequency, percentage, mean, and standard deviation; and inferential statistics: Pearson’s correlation coefficient and Stepwise Multiple Regression Analysis. The findings indicated that 1) the overall state of administrators' conflict management was at a high level, whereas the overall school effectiveness was at the highest level. 2) There was a positive correlation between administrators' conflict management styles and school effectiveness at the .01 level of statistical significance. 3) The conflict management factors influencing school effectiveness included Compromising (X₃), Collaborating (X₂), and Competing (X₁), respectively. These variables could jointly predict 68.40% of the variance in school effectiveness at the .05 level of statistical significance.

Work Motivation and Organizational Commitment Affecting Work Performance of the Employees in the Electrical and Electronics Industry in Samut Sakhon Province

2025-09-25T08:56:09+07:00

The purpose of this research article (1) work motivation on work performance of the employees; and (2) organizational commitment on work performance of the employees in the electrical and electronics industry in Samut Sakhon province. This study was a quantitative research design. The sample in this study consisted of 74 employees from the electrical and electronics industry in Samut Sakhon province. They were then selected using stratified random sampling and simple random sampling. Data were analyzed using multiple regression analysis. The research findings showed that (1) work motivation in terms of job advancement opportunities and responsibility significantly affected work performance, with correlation coefficient scales ranging from 0.606 to 0.681, a multiple correlation coefficient scales of 0.693, and a predictive power of 48.10%; and (2) organizational commitment, particularly in terms of acceptance of organizational goals and dedication to work, significantly affected work performance, with correlation coefficient scales ranging from 0.503 to 0.868, a multiple correlation coefficient scales of 0.669, and a predictive power of 44.70%

A Multiple Case Study of Ideological Marketing

2025-11-17T10:28:49+07:00

The purpose of this research article to develop a theoretical framework for the organizational process of managing ideological conflict. It focuses on examining internal decision-making processes, communication strategies for handling polarization, and relationship-management approaches for ideologically opposed consumers. A qualitative multi-case study design was employed, selecting five brands from three industries with clear histories of engaging in brand activism. Data were collected using methodological triangulation. The findings indicate that: Proactive decision-making processes are not driven by marketing returns, but rather follow a top-down structure grounded in the organization’s “core values” or the “founder’s DNA.” These processes prioritize “authenticity risk” over market-related risks. Defensive communication strategies do not follow traditional crisis-communication theories. Instead, organizations employ “segmented polarization-management strategies,” which include reinforcing and amplifying messages to supporters, while simultaneously adopting non-confrontation and “value reframing” toward opposing groups. In long-term relationship management, organizations do not attempt to restore relationships with consumers who hold strong ideological opposition. Rather, they adopt strategic loss acceptance to preserve the deep loyalty of their core supporters. These findings lead to the development of a process-based conceptual framework for managing ideological conflict, which challenges traditional crisis-communication and customer-relationship-management theories by demonstrating that strategic loss acceptance is a crucial mechanism for safeguarding brand authenticity. The proposed process-based framework for ideological-conflict management