Journal of Business, Innovation and Sustainability (JBIS)

A Moderating Effect of Leadership between Culture and Creativity

Pratsanee Na Keeree — 2026-03-31

The study seeks to establish the influence of organisational culture on creativity, as the development of employees' creativity depends greatly on a conducive organisational culture. Also, an investigation of the impact of the moderating effect of leadership organisational culture and creativity. Studies have shown that leadership has an impact on both creativity, and organisational culture. The purpose then is to show how that acts as a moderating between organisational culture and creativity. A cross-sectional sample was taken from the top 20 Thai institutions according to SCImago Institutions Ranking's innovation rankings for 2022. 250 employees from those universities received the questionnaires, and 183 of them responded. The research employed structural equation modelling using Smart Partial Least Squares (Smart PLS). According to the findings, both market culture and clan culture were moderated by participative leadership. The hierarchical culture, however, was not moderated by participative leadership. The research demonstrates that organisational culture is crucial for innovation and leadership, particularly participative leadership. The study was limited to Thai HEIs which in turns limits the outcomes to the information based on these institutions. Further study can be conducted on lower ranking institutions, as well as different societies to give a fuller picture. The study was also limited to across sectional quantitative study. Further study can be conducted using a longitudinal qualitative approach to gather more intrinsic detail on the subject. The study makes a substantial contribution to the body of literature by demonstrating a novel moderating effect that suggests participatory leadership may stimulate organisational innovation in HEIs. Prior to this study, the discovery was unknown. As a consequence, it will effectively close the gap in the research on organisational innovation by determining whether or not participatory leadership is possible in Thai HEIs.

Strategic Deployment of Artificial Intelligence to Enhance the Competitiveness of Thai Enterprises

Dr.Chanwit Boonchuay — 2026-03-31

This article proposes strategic approaches for deploying artificial intelligence (AI) to enhance the competitiveness of Thai enterprises, grounded in the principle of AI Added Value—the targeted application of domain-specific AI to generate measurable value creation. The study presents an analytical framework and implementation roadmap across four high-potential industries in Thailand: tourism, healthcare, agriculture, and manufacturing.

National-level value enhancement through AI can be realized when five critical enablers are systematically addressed: (1) trustworthy data and AI governance aligned with legal and regulatory frameworks; (2) accelerated and continuous workforce upskilling; (3) accessible and scalable computational infrastructure; (4) financial mechanisms that support large-scale deployment; and (5) comprehensive risk management covering cybersecurity, ethical considerations, and supply chain resilience.

The article concludes with a set of policy recommendations aimed at accelerating AI scaling, outlining short-term (1–2 years) and medium-term (3–5 years) measures. These recommendations are accompanied by measurable key performance indicators (KPIs) spanning economic outcomes, systemic capability development, and risk mitigation dimensions.

Digital Marketing Strategies and Their Impact on Customer Repurchase Intention in Bangkok SMEs

Saranya Suthivorapongsri — 2026-03-31

This research aims to examine the effects of digital marketing strategies on customers’ repurchase intention in SMEs, employing a mixed-methods approach. Qualitative data were collected through in-depth interviews with SME entrepreneurs, while quantitative data were gathered via 500 structured questionnaires. The data were analyzed using Structural Equation Modeling (SEM). The SEM analysis revealed that Social Media Marketing, Content Marketing, and Online Reviews significantly influence Customer Engagement, with standardized coefficients (β) of 0.58, 0.41, and 0.53, respectively. Furthermore, Customer Engagement showed a strong positive effect on Repurchase Intention (β = 0.72). The model explained 64% of the variance in Customer Engagement and 69% in Repurchase Intention, indicating high predictive accuracy and alignment with empirical data. Qualitative findings emphasized that prompt customer response, sincere communication, storytelling content, and relationship building via digital platforms are key to fostering trust and brand loyalty. In conclusion, digital marketing strategies that emphasize interactive engagement and value-driven communication play a vital role in enhancing customer repurchase behavior in the SME sector.

Entrepreneurial Orientation and Performance of Small and Medium Enterprises: A Systematic Review

Thanakrit Sangchoey — 2026-03-31

Entrepreneurial Orientation (EO) constitutes a vital strategic element for the success of Small and Medium Enterprises (SMEs). This study seeks to 1) synthesize the dimensions of Entrepreneurial Orientation (EO) that impact SME performance, 2) develop an integrative model illustrating the mediating mechanisms between EO and performance, and 3) consolidate findings into a comprehensive framework. A Systematic Literature Review was conducted, analyzing 31 empirical articles identified through major international and Thai databases based on predefined criteria. Thematic Synthesis was employed for data analysis. The findings indicate that the EO dimensions most affecting performance are Innovativeness, Proactiveness, and Risk taking. However, the direct impact of EO on performance remains inconsistent across studies. The integrative model reveals that this relationship is mediated by key mechanisms, with "Innovation" being the most influential mediator, followed by "Learning Orientation" and "Competitive Advantage." The framework derived from the synthesis suggests that EO acts as a "trigger" that activates organizational capabilities, leading to enhanced performance. These insights elucidate the relationship between EO and SME performance, providing direction for entrepreneurs: to convert concepts into sustainable business success, developing innovation and learning capabilities alongside an entrepreneurial culture is essential.

Determinants of the Intention in Sustainable Grocery Shopping Among Thai Generation Z: The Role of Perceived Behavioral Control, Personal Attitudes, and Value Perceptions

Nalinee Mohprasit — 2026-03-31

This study aims to analyze the perspectives on the sustainability of Generation Z consumers, encompassing perceived environmental knowledge, perceived value, personal attitude, subjective norms, and perceived behavioral control, as factors influencing the intention to purchase sustainable grocery products. Four hundred Thai adults, comprising males, females, and LGBTQA+ individuals of Gen Z aged 20 to 28 years, residing in urban areas of Thailand, have been selected. A significant proportion of respondents resided in the Central region (35.8%), followed by the Northern region (32.0%). Many respondents, totaling 375, have a bachelor's degree, representing 93.8% of the sample. Data reveals that 53.3% (n=213) of respondents are within the age range of 20 to 21 years. Questionnaires were administered to collect data. The regression model exhibited overall statistical significance and explained 58.4% (R²adj = 0.584, F = 112.86, p < 0.001) of the variance in sustainable purchase intention, signifying a strong model fit. Perceived behavioral control (β = 0.331), personal attitude (β = 0.266), and perceived value (β = 0.192) were significant predictors statistically. Respondents clearly indicated that perceived behavioral control, personal attitude, and perceived value influenced customers' purchasing intentions for sustainable grocery products. These observations indicate that businesses should promote sustainable consumption among young Thai consumers by enhancing product accessibility, reinforcing favorable attitudes towards sustainability, and highlighting the benefits associated with sustainable grocery products.

GIS and DIKW Integration for Creative Tourism Policy in Historic Phitsanulok

Paramet Damchoo — 2026-03-31

Creative tourism serves as a vital engine for sustainable economic growth and urban revitalization, especially in historic cities endowed with rich cultural heritage. However, development in these areas frequently encounters a crucial challenge: integrating effective heritage conservation with robust economic expansion. This study aims to analyze the potential for creative tourism development in four historic old-town communities of Phitsanulok, Thailand, by proposing an integrated methodological framework to systematically address this imbalance. The research employed a sequential mixed-methods design, conducting a comprehensive spatial census of 1,518 historic building units across the four communities using Geographic Information Systems (GIS) and the QField fieldwork tool. Quantitative findings confirm a significant potential for adaptive reuse, inventorying 16.07% (n=244) of vacant or abandoned buildings which constitute a critical physical resource for conversion into creative hubs. Planning challenges, however, stem from the predominantly two-story profile ($>78\%$) and the high rate of owner-occupancy (80.70%), which demands customized incentives and direct negotiation rather than reliance on market rental mechanisms. By applying the DIKW (Data–Information–Knowledge–Wisdom) Model, the generated spatial data were transformed into actionable insights, pinpointing opportunities to establish Creative Mixed-use Zones and commercial-cultural initiatives, particularly in high-density areas such as the Ruam Jai community.

The study concludes with policy recommendations for integrated spatial management, including the implementation of Smart Zoning and the development of creative tourism routes. This approach provides a practical, evidence-based framework with clear implications for other historic cities seeking to achieve a strategic balance between heritage conservation and sustainable tourism and economic growth.

The Acceptance of Human Resource Information System (HRIS) Usage for Small and Medium-sized Enterprises (SMEs) in Bangkok and Surrounding Area

Yuranan Musor — 2026-03-31

This research aimed to: 1) investigate the levels of opinion on factors influencing technology acceptance, 2) analyze the relationships between these acceptance variables, and 3) test the goodness-of-fit of a causal relationship model for the adoption of Human Resource Information Systems (HRIS) in Bangkok and its surrounding areas. A mixed methods approach, combining quantitative and qualitative methodologies, was employed. For the quantitative component, a survey was administered to a sample of 500 entrepreneurs from Small and Medium-sized Enterprises (SMEs) via online questionnaires. The collected data were analyzed using descriptive statistics and Structural Equation Modeling (SEM) with AMOS software. For the qualitative component, semi-structured, in-depth interviews were conducted with 30 key informants. The findings revealed that the sample group held a highly positive opinion regarding the use of ready-made software. The factors with the most significant weights were effectiveness (0.935), perceived ease of use (0.945), intention to use (0.935), and usage behavior (0.935). Users perceived that the system helped reduce costs, save time, minimize errors, and enhance decision-making accuracy, while also effectively supporting future analysis and planning. Furthermore, the model's fit with the empirical data was deemed acceptable across all measured indices (CMIN/df = 1.977, CFI = .984, NFI = .968, TLI = .982, RMSEA = .044). Hypothesis testing confirmed that all proposed hypotheses were supported, indicating the model's suitability in explaining the acceptance behavior of HRIS within the context of SMEs in the studied region. These findings contribute to the HRIS adoption literature by providing an empirically validated model that integrates system effectiveness with traditional technology acceptance factors, specifically tailored to the unique operational context of SMEs in an emerging urban economy.

ESG Disclosure and Financial Performance: Evidence from Listed Companies on the Stock Exchange of Thailand

Wareewan Charoenroop — 2026-03-31

This research examines the relationship between the ESG disclosure rating and firm performance of the listed companies in the stock exchange of Thailand. The study applied regression analysis using ESG disclosure rating from a sample of 210 listed firms with 420 firm-years data collected during 2023 to 2024. This study adds the use of panel data analysis and we used the Hausman test to choose between the random effect, and the fixed effect. Focusing on studying the relationship with important indicators, including return on total assets (ROA), return on equity (ROE), and Tobin's Q.

As a result, ROA showed that the coefficients for both ESG scores and company size did not differ statistically significantly in both fixed-effect and random-effect analysis. However, we found that the ESG rating coefficients were statistically significant and had a negative correlation with ROE and Tobin's Q in a random effect model. The study results indicate that, at the time of the research, the operating costs of ESG outweighed the benefits, with market participants viewing ESG activities as a cost burden and regulatory compliance issue rather than a long-term value-creating factor, resulting in decreased business valuation. Therefore, companies should integrate their business strategies with ESG to improve efficiency and mitigate short-term impacts on performance.