The Academic Journal of Social Sciences, Faculty of Social Sciences, Chiang Rai Rajabhat University, is committed to serving as an academic platform for disseminating high-quality research and scholarly articles. It aims to foster a learning society and facilitate the exchange of knowledge among researchers, faculty members, and students across the disciplines of social sciences, humanities, education, social development, and contemporary interdisciplinary fields that align with ongoing social dynamics. The articles published in this issue address critical academic topics across educational, social, and economic domains, with the objective of generating substantial value and expanding the body of knowledge for the broader academic community and society. Featured highlights include studies on social networking through contemporary music inspired by mythical creatures, the perception of English consonants and vowels among Myanmar students, approaches to enhancing human resource management efficiency through artificial intelligence, and strategic communication driving smart city development.

All manuscripts have undergone a rigorous academic peer-review process conducted by three independent external reviewers from diverse institutions, each possessing subject-matter expertise and actively contributing to maintaining the highest scholarly standards.

The editorial board extends its deepest gratitude to everyone involved in every stage of this issue’s publication—from administrative management and rigorous peer review to the provision of invaluable scholarly insights. This constructive collaboration not only contributes significantly to fostering a sustainable learning society, but also strongly aligns with Chiang Rai Rajabhat University’s mission as a higher education institution dedicated to high-quality local