The Journal of Integrated Business Innovation and Sustainability (JIBIS) (Online)

Strategic Management of Digital Customer Signals and Brand Image for Social-Commerce Cosmetics: Evidence from Bangkok Consumers

2026-02-10T13:32:17+07:00

In social commerce, cosmetics firms compete less for physical shelf space and more for attention, credibility, and speed of market learning. This study examines the direct and indirect effects of Digital Customer Signals (DCS) on online purchase intention for cosmetics, with brand image as a mediator. Using a quantitative cross-sectional survey of Bangkok consumers (n = 400) and regression-based mediation analysis, the study tests whether DCS predicts brand image and online purchase intention. The final model shows that DCS significantly predicts brand image (beta = 0.551, p < 0.001), while both DCS (beta = 0.223, p < 0.001) and brand image (beta = 0.537, p < 0.001) significantly predict purchase intention; the indirect effect through brand image is 0.296 and the total effect is 0.519, indicating partial mediation. The findings suggest that cosmetics managers should govern peer-generated reviews, ratings, and user-generated content as a strategic signal environment through measurement discipline, authenticity controls, and timely response routines in order to stabilize brand image and convert attention into intention.

Marketing Mix Factors Affecting Service Decisions toward Suki Tee Noi Restaurant in Bangkok and Metropolitan Area

2026-02-10T13:45:09+07:00

At present, the buffet restaurant business has become increasingly competitive. Understanding consumer decisions is therefore essential for improving service. This study aimed to examine consumers’ s opinions, demographic factors, marketing mix factors, and service decisions. including aimed to compare service decisions among consumers classified by different demographic factors and to investigate marketing mix factors influencing service decisions. This study employed a mixed-methods research approach comprising qualitative and quantitative methods. Data were collected through interviews with 5 people through purposive sampling and questionnaires with 400 people through convenience sampling. Qualitative data were analyzed using content analysis, and quantitative data were analyzed using descriptive and inferential statistics. The results revealed that most respondents perceived all marketing mix factors as influencing their service decisions. The majority of respondents were male, aged 26–35 years, single, employed by a private company, and had an average monthly income of 15,001–25,000 baht. Overall, marketing mix factors and service decisions were at a high level. Differences in demographic factors, including sex, age, marital status, occupation, and average monthly income, resulted in significantly different service usage decisions at the 0.05 significance level. And marketing mix factors, namely place, promotion, process, and physical evidence, significantly influenced service usage decisions at the 0.05 significance level. It explains 52.80% of the variation in the decision to use the service, with a standard error of the estimate of 35.35%. The findings of this study can serve as guidelines for Suki Tee Noi restaurant business owners in planning and developing marketing strategies, as well as in improving service delivery to better align with consumer needs.

Human Resource Management for Developing Competitive Skills of University-Level E-sports Athletes: Multiplayer Online Battle Arena (MOBA)

2026-02-26T16:02:50+07:00

This study aimed to examine human resource management influencing the development of competitive skills among university-level esports athletes. This research employed a quantitative approach. Data were collected from 400 undergraduate students, with the sample size determined using Yamane’s formula. Probability sampling was applied to select participants who had experience or involvement in multiplayer online battle arena (MOBA) esports activities. The research instrument was a five-point Likert scale questionnaire, which was validated for content validity and demonstrated good reliability. Data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that human resource management significantly influenced the development of competitive skills among esports athletes at the .05 level. The model explained 63.6% of the variance (R² = .636). Considering each dimension, training and development had the highest influence (β = .379), followed by the use of training-support technologies (β = .280) and athlete selection (β = .169), respectively. The results suggest that the development of esports athletes should emphasize continuous training, the integration of supportive technologies, and appropriate athlete selection in order to systematically enhance competitive performance.

Structural Equation Modeling of Transformational Leadership, Resilience, and Supply Chain Risk Management Affecting E-commerce Business Efficiency in Thailand

2026-03-08T01:51:31+07:00

This research aims to analyze the structural relationships and investigate the causal pathways of transformational leadership, resilience, and supply chain risk management affecting e-commerce business efficiency in Thailand. This quantitative study employs Structural Equation Modeling (SEM) to examine these dynamics. The sample consists of 400 executives and middle-to-senior managers with decision-making authority in logistics within the Thai e-commerce sector, each possessing a minimum of three years of relevant professional experience. The findings indicate that the causal relationship model is consistent with empirical data, as demonstrated by key goodness-of-fit indices (df = 2.25, RMSEA = 0.054, CFI = 0.97). The study reveals that e-commerce business efficiency is at the highest level. Transformational leadership exerts a significant positive direct influence (β = 0.48) on efficiency, suggesting that intellectual stimulation and individualized consideration directly enhance operational quality. Regarding supply chain risk management, resilience shows a strong positive influence on both risk management (β = 0.65) and business efficiency (β = 0.62). Notably, supply chain risk management has the highest impact on business efficiency (β = 0.70), implying that rapid recovery capabilities significantly bolster the effectiveness of risk mitigation. Consequently, the predictive analysis demonstrates that all variance in business efficiency (R²= 0.89). This confirms that resilience and risk management are the primary drivers of success, with transformational leadership serving as the fundamental upstream factor that strengthens supply chain capabilities for sustainable business achievement.

Influences of Integrated Marketing Communication on Brand Equity and Sustainable Competitive Advantage: Evidence from Thai Listed Companies

2026-02-26T15:33:48+07:00

In highly competitive and digitalized markets, firms increasingly rely on intangible resources for long-term competitiveness, yet empirical evidence on the role of integrated marketing communication (IMC) among Thai listed companies remains limited. Based on the resource-based view, this study investigates the influence of IMC on brand equity and sustainable competitive advantage among companies listed on the Stock Exchange of Thailand. Data were collected through a structured questionnaire survey administered to senior marketing executives (N=933). A total of 278 valid responses from listed companies were obtained and analyzed using multiple regression analysis. The results indicate that IMC dimensions—advertising, sales promotion, public relations, direct marketing, social media marketing, and digital media marketing—positively and significantly enhance brand equity. Five of the six dimensions, excluding advertising, also demonstrate significant positive effects on sustainable competitive advantage. Furthermore, brand equity exerts a strong positive influence on sustainable competitive advantage. This study extends the resource-based view by demonstrating that IMC functions as a strategic capability that develops valuable intangible resources, particularly brand equity. The findings also provide practical guidance for managers in designing integrated communication strategies to enhance long-term competitiveness.

Technology Acceptance and Perceived Risk Influencing Behavioral Intention to Use Hydrogen Vehicles among Industrial Estate Employees in Thailand

2026-04-19T14:42:47+07:00

This study aimed to examine differences in the behavioral intention to use hydrogen vehicles among employees in Thai industrial estates based on demographic characteristics, and to investigate the effects of technology acceptance and perceived risk on such intention that influence trial intention and future purchase intention. The sample consisted of 400 employees working in major industrial estates across Thailand. Data were collected using a questionnaire with a reliability coefficient of 0.967. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, including the independent samples t-test, one-way ANOVA, and multiple regression analysis. The findings revealed that employees with different genders, income levels, and job positions exhibited significant differences in their intention to use hydrogen-powered vehicles, regarding both trial intention and future purchase intention. Differences in age and nature of work were associated with variations in trial intention, while educational background significantly influenced future purchase intention. However, family status showed no significant difference in either trial or future purchase intentions. According to the technology acceptance factors, the findings indicated that performance expectancy and social influence had a positive influence on both trial intention and future purchase intention, whereas hedonic motivation exerted a negative influence on both. Price value was found to influence only future purchase intention. In terms of perceived risks, infrastructure-related risks negatively impacted both intentions, while government support policies had a positive influence on both. Furthermore, the research findings can be used as a guideline to improve, develop, and build credibility in hydrogen-powered vehicle technology among interested members of the public, leading to confidence in its use.

A Study of the Relationship between Marketing Mix and the Customer Choice of Standalone Coffee Shops at Gas Stations in Mueang District, Nakhon Ratchasima Province

2026-04-03T17:14:39+07:00

This study aimed to investigate 1) customer service choice behavior, 2) marketing mix factors, and 3) the relationship between marketing mix factors and customer service choice behavior at standalone coffee shops in gas stations in Mueang District, Nakhon Ratchasima Province. The sample consisted of 385 respondents. Data collection was conducted using questionnaires. Data were collected using accidental sampling. The statistical analyses included: frequency, percentage, mean, standard deviation, and Pearson’s correlation coefficient. The results showed that the majority of the sample were female, aged 30-39, held a bachelor's degree, were single, employed as private company employees/contractors, and had an income between 20,001 - 30,000 baht. Customer choice behavior at standalone coffee shops located at gas stations, the majority consumed tea-based beverages such as matcha latte, Thai tea, green tea, lemon tea, peach tea, fruit tea, and honey lemon tea. The decision to use the service was based on convenience, with a frequency of 3-4 times per month. The service fee was 101-150 baht, with usage occurring on weekdays (Monday-Friday) between 12:00 PM and 3:00 PM. Marketing promotions played a role in the decision to use the service. The chosen standalone coffee shop at the gas station was Phanthai Coffee. Overall, the marketing mix factors were at the highest level. Hypothesis testing revealed that the marketing mix factors are correlated with the choice of using standalone coffee shops at gas stations in Mueang District, Nakhon Ratchasima Province.

Service Marketing Mix and Brand Equity Factors Influencing Customers’ Purchase Decision at Punthai Coffee Shops in Bangkok

2026-04-02T14:44:13+07:00

The coffee business in Thailand is currently experiencing continuous growth and high competition. According to Euromonitor International, the Thai coffee market grew at an average rate of approximately 8.55% per year from 2021 to 2023. Understanding consumer behavior in making service decisions helps businesses develop targeted strategies. This research aims to study demographic factors, service marketing mix factors, brand value factors, and service decision-making, as well as compare consumer service decision-making based on demographic factors, service marketing mix factors, and brand value and their influence on service decisions. This study uses a quantitative research method, collecting data through questionnaires from a sample of 400 people using multi-stage sampling. Data were analyzed using descriptive statistics (mean, frequency, percentage, standard deviation) and inferential statistics using one-way ANOVA and multiple regression analysis. The results showed that the majority of respondents were male, aged 30-39 years, held a bachelor's degree, were private company employees, and had an average monthly income of 30,001 – 35,000 baht. The service marketing mix factors of promotion, personnel, and physical characteristics significantly influenced the decision to use the service at a statistical significance level of 0.05, explaining 46.7% of the variation in the decision to use the service at Punthai Coffee shops. Brand value factors, specifically brand perception and perceived quality, also significantly influenced the decision to use the service at a statistical significance level of 0.05, explaining 45.5% of the variation in the decision to use the service at Punthai Coffee shops.