Journal of Business, Innovation and Sustainability (JBIS)

The Analytic Hierarchy Process Analysis for Sustainable Competitive Advantage of Health Business: A Resource-Based View

Apisara Mooljoy — 2026-06-30

This study applies the Resource-Based View (RBV) and the Analytic Hierarchy Process (AHP) to evaluate and prioritize the factors influencing the sustainable competitive advantage (SCA) of health businesses in Upper Northern Thailand. Despite the growing importance of the sector, prior studies have given limited attention to the systematic prioritization of internal resource-based factors in specific regional contexts. To address this gap, data were collected from 20 purposively selected experts, including business owners and managers with at least seven years of experience in health businesses. The findings identify Organization Management (W = 0.257) as the most critical factor, followed by Assets (W = 0.226), Brand Equity (W = 0.193), Partnerships (W = 0.135), and Knowledge (W = 0.118). Vision and mission emerged as the main drivers of strategic alignment and sustainable operations, while financial resources and human capital contributed to operational efficiency and service quality. Brand Equity strengthened long-term customer loyalty through brand associations and perceived quality, whereas Partnerships supported business stability through supplier and customer relationships. Knowledge was ranked lowest (W = 0.118), reflecting the reliance of many health businesses on tacit, experience-based knowledge rather than formalized knowledge management systems. This finding highlights a knowledge management gap that may constrain innovation and long-term competitiveness, underscoring the need for entrepreneurs to strengthen knowledge sharing, staff development, and service innovation.

Communication-Related Factors Influencing Social Relationships, Psychological Well-Being, and Life Satisfaction among Older Social Media Users in Surat Thani Province

Nuntipa Pushsapavardhana — 2026-06-30

This study examines how communication-related factors affect social relationships, psychological well-being, and life satisfaction among older social media users in Surat Thani Province. Four communication-related factors were integrated: family communication and communication outside the family (reflecting real-life social communication), and social media addiction and social media literacy (indicating quality of social media use). The empirical data were collected from 1,063 older adults aged 60 and above. 947 social media users were included for a structural equation modeling analysis. Results revealed that family communication was positively associated with social relationships and life satisfaction, as well as an indirect association with psychological well-being. Communication outside the family showed a positive direct association with social relationships and psychological well-being, and an indirect association with life satisfaction. Social media addiction was negatively associated with life satisfaction, while social media literacy showed positive direct associations with both psychological well-being and life satisfaction. The model demonstrated a good fit with empirical data (χ²/df = 1.903, CFI = 0.977, TLI = 0.973, RMSEA = 0.031, SRMR = 0.034).

This study suggests that communication should be understood as an integrated system of offline and online interactions rather than as isolated media use when explaining older adults' quality of life. By considering four communication-related factors within a unified framework, the study offers insights that may guide communities, policymakers, families, and caretakers in developing an intergenerational communication program and promoting media literacy as part of sustainable and inclusive aging initiatives.

Analyzing Social Media Tourism Content for Content Creation on Wang Krod Community’s Social Media Platforms

Songpol Chumnumwat — 2026-06-30

This research aims to study the characteristics of content used for communication on social media platforms in the tourism sector and to apply the characteristics of the studied content to content creation for Wang Krod community. The objective is to analyze the characteristics of digital content used for tourism promotion on social media platforms. The sample group used in studying the characteristics of digital content related to tourism consists of the first 10 social media user accounts that present tourism content and have more than 1,000,000 followers on social media platforms. The selection of content for analysis was based on a conceptual framework, with the criteria that the content must have been published between 2021 and 2023 and must not be direct advertisements of products or services. The research instrument is a content collection form. The analyzed data were categorized, summarized, and interpreted using an inductive approach, with findings discussed in relation to relevant theories.

The research findings reveal that tourism-related social media content is mainly presented in the forms of entertainment and inspiration. Such content emphasizes emotions, personal travel experiences, and storytelling, often using casual language, humor, and narrative structures. High-quality photographs and videos play a crucial role in enhancing visual appeal and audience attention. The study also identifies a systematic process for creating tourism content on social media, including community SWOT analysis, selection of cultural elements, determination of content formats and categories, storytelling design, content verification, publication, and performance evaluation. This process enables communities to plan content more strategically and communicate tourism information throughout the year, while also fostering audience engagement through interactive activities. The discussion highlights that while entertain and inspire content are effective in attracting attention and raising travel interest, overreliance on such content may risk oversimplifying community identity. In culturally diverse communities, greater emphasis on educational content is necessary to support sustainable tourism communication. In addition, the findings indicate that limited digital skills within communities remain a key challenge, suggesting the need for policy-level support to enhance digital communication capacity and reduce long-term competitive in tourism promotion.

Production Factors and Technological Change in Driving Economic Growth in Thailand’s Service Sector

Arnon Kasisom — 2026-06-30

This research article investigates the impact of labor, capital, and technology on economic growth in Thailand’s service sector. Utilizing time-series data from 1993 to 2023, the study applies the Cobb-Douglas production function alongside the Solow Residual method to isolate the contribution of technological change beyond traditional inputs.

The results indicate that capital significantly influences the service sector’s output, with a regressioncoefficient of 0.6971. In contrast, labor's contribution is minimal and statistically insig-nificant (0.0862), suggesting a gap between labor skills and the demands of the modern economy. The Solow Residual value of 1.1128 confirms that technological progress has been the dominant driver of output growth over the past three decades.

These findings underscore the critical role of technology in boosting productivity and reshaping the structural trajectory of the service sector. As such, investment strategies should emphasize digital transformation through automation, Enterprise Resource Planning (ERP) systems, and digital platforms rather than labor expansion. Additionally, businesses should strengthen digital and data competencies to better capture technological gains and support long-term com-petitiveness. This study contributes to the theoretical discourse on production economics by validating the relevance of Solow’s framework in the context of a service-based economy, while also offering practical insights for business leaders and policymakers focused on sustainable and innovation-driven growth.

Digital Marketing Capability and Sustainable Marketing Performance: Evidence from Cosmetics Firms in Thailand

Rattawut Chaola — 2026-06-30

This study investigates the influences of digital marketing capability on multiple stages of marketing outcomes among cosmetics firms in Thailand. Grounded in Dynamic Capabilities Theory and Contingency Theory, the study examines the effectiveness of digital marketing capability in enhancing customer acceptance excellence and competitor completeness efficiency. It further examines how customer acceptance excellence and competitor completeness efficiency subsequently enhance continued marketing competitiveness, while continued marketing competitiveness significantly improves sustainable marketing performance. Data were collected from 151 cosmetics firms in Thailand and analyzed using OLS regression to examine the relationships among digital marketing capability, marketing outcomes, and continued marketing competitiveness. The results indicate that digital marketing capability has a significant effect on strengthening all multiple stages of marketing outcomes and directly improves sustainable marketing performance (β =0.324, p < .05). Customer acceptance excellence (β = 0.169, p < .05) and competitor completeness efficiency (β = 0.597, p < .001) significantly enhance continued marketing competitiveness. Continued marketing competitiveness, in turn, significantly improves sustainable marketing performance (β = 0.657, p < .001). These findings demonstrate that digital marketing capability contributes to firm performance through a multi-stage causal mechanism involving continued marketing competitiveness. The study contributes to the literature by clarifying how digital marketing capability drives sustainable marketing performance across multiple stages of marketing outcomes and provides practical implications for firms seeking to achieve competitive and sustainable marketing success in dynamic market environments.

The Effect of ESG Practices on Portfolio Efficiency in Thailand’s Transportation and Logistics Sector

Sirikwan Jaroenwiriyakul — 2026-06-30

This research investigates the relationship between Thailand’s stock market performance and the transportation sector’s adherence to environmental, social, and governance (ESG) conditions. In this study, the optimum portfolios were compared from 2020–2024 using historical data and the Capital Asset Pricing Model (CAPM) theory. The results suggest that ESG stocks play an important role in financial performance. On average, ESG stock prices are higher than those of non-ESG stocks. In addition, based on standard deviation, ESG stocks appear to be less volatile than non-ESG stocks. The findings also indicate that, due to the COVID-19 pandemic, stock values declined across all groups during 2020-2021. In the CAPM analysis, the beta coefficients of ESG stocks range revealed that risk was associated with the ranking of 0.7–1.1. Most of these were stocks exhibiting returns close to the market benchmark with less volatility. However, non-ESG stocks had a ranking of beta 0.3–1.3, confirming that they were riskier compared to the market benchmark.

Furthermore, the findings suggest that investing in ESG stocks may improve a portfolio’s risk-return profile compared to non-ESG stocks. Therefore, ESG stocks may have the potential to outperform non-ESG stocks in the context of sustainable investment. In terms of policy implications, investors seeking stable long-term returns in the transportation sector may consider ESG stocks as part of their portfolio strategy. Additionally, companies aiming to enhance credibility with investors should align with SET ESG standards, which link ESG ratings to long-term performance through integration into capital markets.

The Influence of Social Influencers on Awareness of ‘Don’t Drink and Drive’ Social Marketing Campaigns among Thai Youth

Kessara Kanchanapoom — 2026-06-30

This study examines the influence of social influencer credibility on awareness of the "Don't Drink and Drive" (DDD) social marketing campaign among Thai youth. Drunk driving remains a major public safety concern in Thailand, particularly among young adults who are highly active on social media platforms. Grounded in the Source Credibility Model, this research investigates how three influencer attributes—attractiveness, expertise, and trustworthiness affect campaign awareness. A quantitative cross-sectional survey was conducted with 450 respondents aged 18–24 in Bangkok and Nakhon Ratchasima, Thailand. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that all hypothesized relationships are supported. Expertise emerged as the strongest predictor of trustworthiness (β = 0.526) and also showed the strongest direct effect on DDD campaign awareness (β = 0.267). In addition, trustworthiness significantly mediates the relationships between both attractiveness and expertise with campaign awareness. The findings extend the Source Credibility Model to a prosocial communication context and provide practical insights for policymakers and social marketing practitioners in designing effective influencer-based road safety campaigns targeting young audiences.

A Strategic Framework for Transforming Thailand's Esports Ecosystem into a Sustainable Revenue-Generating Industry

Porntiva Niparin — 2026-06-30

The transformation of the global esports industry from a leisure subculture into a multi-billion-dollar digital economy presents a significant opportunity for Thailand. Despite a gamer population exceeding 30 million, the Thai ecosystem remains trapped in a consumption-heavy model, leading to value leakage to foreign platforms and a lack of sustainable revenue streams for domestic organizations. This research proposes that the path to industrialization requires a paradigm shift driven by two key factors: Service Innovation based on Service-Dominant Logic (S-D Logic) and Intercultural Communication Competence (ICC).

This study employs a Sequential Explanatory Mixed-Methods Design. Quantitative data were collected from 400 professional esports stakeholders and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Qualitative data were obtained from in-depth interviews with 15 key informants.

PLS-SEM results reveal that service innovation has the most significant direct effect on revenue generation (β = 0.442, p < 0.001). Crucially, the study identifies a significant positive moderating effect of ICC (β = 0.187, p < 0.01), suggesting that service innovation yields higher economic returns when executed by culturally competent teams. The model explains 62.8% of the variance in revenue generation (R² = 0.628). Qualitative findings highlight "communication lag" and "regulatory backwardness" as significant barriers. Based on these findings, the study proposes the "SI-ICC Strategic Matrix," a framework encompassing guidelines for government deregulation, private sector value co-creation, and educational curriculum reform to elevate Thailand from a regional market to a global esports hub, aligning with the national "Soft Power" strategy.