Journal of Business Administration and Languages (JBAL)

Benefits and Challenges of Assisted Technology in Developing English Email Writing Skills among Adult Learners in the Logistics Profession

2023-10-24T15:19:01+07:00

The purposes of this study are: 1) to examine the adult learners' satisfaction on the assisted technology for developing English email writing skills of logistics professionals, and 2) to find out the benefits and challenges of the assisted technology for developing English email writing skills of logistics professionals. The research instruments consist of the online email writing course and a 5-Likert scale evaluation forms regarding the learners’ satisfaction on the learning tools and open-ended questions about benefits and challenges after using the learning tools. The 4-week online email writing course comprises a two-hour live conference via Zoom and 30-minute video-on-demand clip for each week. The on-demand video clips and recorded live conference serve as a pre-live classroom session overview and post-class review. The lessons focusing on replying to inquiry emails cover the topics of providing important information, requesting politely, informing about attachment, and closing appropriately. The participants, who voluntarily attended, are 60 full-time employees from one internationally renowned logistics company. Before designing the course, a needs analysis was carried out to identify the preferred time, duration, and subjects for study. The findings indicated that the participants had favorable views of the online lessons and appreciated the technology-supported learning activities. Each tool used in the learning process fulfilled its intended purpose and helped to boost the learner’s motivation to engage in the learning process; however, some challenges were also discussed in the study.

Investigating Effective Error Correction Strategies Employed by Teachers in Enhancing Students' Writing Skills at the Higher Education Level

2023-11-10T08:03:59+07:00

The study aimed to investigate the strategies employed by higher education teachers to correct errors and enhance students' writing and language proficiency. Despite the limited literature on this topic in higher education, qualitative methods such as interviews and classroom observations were utilized to delve into teachers' perspectives. The findings underscored teachers' preferences for specific error correction approaches, consideration of individual student needs, and the delicate balance between providing corrective feedback and positive reinforcement. Identified challenges in implementing these strategies, including time constraints, balancing correction with content instruction, and addressing diverse language proficiency levels, were common. Recommended pedagogical practices center around student-centric and reflective approaches, encompassing timely and constructive feedback, a balanced integration of correction with content instruction, differentiation based on individual needs, and the promotion of self-correction skills. Moreover, the integration of peer feedback, scaffolded error correction, and continuous professional development were highlighted as crucial elements for enhancing effective teaching practices.

Measuring the Effectiveness of Digital Marketing Communication for Building Brand Awareness and Engagement: A Case Study of Content Design on the “KEEB ON” Facebook Page

2024-01-29T23:04:36+07:00

This study was an experimental research focused on evaluating the effectiveness of digital marketing communications in creating awareness and brand engagement through the case study of content design on the Facebook page “KEEB ON”. It aimed to assess the effectiveness of Facebook advertisements by creating awareness and engagement, measured by advertisement impressions, the click-through rate, and comparing the effectiveness of advertisements to determine which ones generated the most awareness and engagement. The experiment found that advertising on Facebook for brand awareness and engagement could reach the targeted audience effectively. Campaigns featuring single-image formats that promoted participation in activities, such as contests prompting likes, comments, and shares, proved to be highly effective. This indicates the importance of understanding the customer group to create content that resonates with the target audience, combined with strategies to encourage audience participation with the brand, to achieve the desired outcomes. This research provides insights into selecting advertisement formats and content on Facebook fan pages for specific product categories, such as custom mechanical keyboards, for future digital marketing communication planning.

Measuring the Effectiveness of Digital Marketing Communication Strategies in Selling Products via Facebook: A Case Study of Harper Baby Care Diapers

2023-12-07T22:57:25+07:00

This research is a mixed methods study that combines survey research and qualitative research using content analysis through the Facebook channel of Harper Baby Care. The objectives are: 1) to study consumer opinions and use them to develop digital marketing communication strategies for selling products through the Facebook channel. 2) Study consumer opinions in choosing products through Facebook. 3) To assess the effectiveness of digital marketing communication strategies for selling Harper Baby Care baby diapers via the Facebook channel in order to create product awareness and stimulate sales.

The study found that it is advisable to present content that captures viewers' interest during uncertain or idle times for socializing or seeking information. Mothers are interested in content that is beneficial for safety, health, and childcare more than content that benefits them alone. Content that is solely beneficial does not stimulate purchases, whereas content promoting sales or discounts can increase sales effectively. Both types of content do not directly create a strong relationship between the product brand and mothers. Colorful and appealing images of mothers and babies attract attention, but the content should be well-organized, using minimal text and clear headings or numbers for easy reading. Additionally, including credits from hospitals or doctors providing information in the content can enhance credibility and build trust in the product brand.

Narrating Advertising Film of Construction Material Manufacturers in the Context of Environmental Sustainability: Case Study of a Set of “HUMAN” Advertising

2024-01-21T22:39:01+07:00

The strategy for storytelling in commercials within the realm of environmental sustainability holds paramount importance in communication, especially for manufacturers in the building materials sector. This study aims to delve into “Narrative advertising film of construction material manufacturer in the context of environmental sustainability: Case study of a set of “HUMAN” advertising of The Siam Cement Public Company Limited.” It undertakes a qualitative research approach, specifically the content analysis of commercial films aired in January 2022, focusing on The Siam Cement Public Company Limited's HUMAN series.

The findings found that The Siam Cement Public Company Limited's advertising film series, HUMAN, employs a communication strategy rooted in Narrative Theory and Semiotics. The storytelling strategies identified include 1) Plot structure encompassing Exposition, rising action, falling action, climax, and ending, depicting individuals' increased resource consumption. 2) The overarching theme across all five stories advocates for conscious consumption for a better world. 3) Character development, with two stories utilizing characterization through caricature leitmotif and characterization through contrast, while the remaining stories feature a continuous main character. 4) Utilization of time, location, and setting, incorporating both physical dimensions and socio-cultural aspects. 5) Conflict is depicted as struggles against nature and struggles against other Individuals. 6) Minimalist dialogue, allowing visuals to convey the narrative effectively. 7) Adoption of an objective narrator for point of view. 8) Conveyance of both denotative and connotative meanings. In summary, The Siam Cement Public Company Limited's HUMAN advertising series effectively employs storytelling techniques grounded in narrative theory and semiotics to convey messages of environmental sustainability and conscious consumption to its audience.

Quality of Work Life and Work Environment Affecting Organizational Commitment of Employee in Tire Manufacturing Company

2024-02-19T23:28:03+07:00

The objective of this research was to study 1) the quality of work life of employees, 2) the work environment of employees, 3) the organizational commitment of employees, 4) the comparison of organizational commitment of employees based on personal factors, and 5) the quality of work life and work environment affecting the organizational commitment of employees in a tire manufacturing company. The sample group for this study consists of both team leaders and operational-level employees in the company, totaling 315 individuals. Data collection was carried out using a questionnaire, using a probability sampling method, stratified random sampling method and simple random sampling method. Statistical analyses include frequency distribution, percentages, mean, standard deviation, hypothesis testing (t-test), one-way ANOVA and stepwise multiple regression analysis.

The research findings indicate that personal factors such as age, marital status, monthly income, education level, and years of experience show statistically significant differences in organizational commitment at a significance level of 0.05. The study concludes that various factors, including challenging job roles, safe working conditions, teamwork support, growth opportunities, and fair management practices significantly influence employees' organizational commitment at a significance level of 0.05.

The Effectiveness of Digital Marketing Communications on Google Ads, The Case Study of Racha Rangsit

2023-11-02T21:34:15+07:00

This research study employs qualitative research methods, specifically in-depth interviews, which was interviewed by consumers of Racha Rangsit shop, Male and female, age range 25-55 years, 20 people. It also utilizes an experimental research method to incorporate the collected in-depth data into the process of advertising. The aim is to study the effectiveness of digital marketing communication on Google Ads, with a case study of Racha Rangsit Stone Carving Shop. The researcher conducted a test by running advertisements through Google Ads and comparing the effectiveness of different types of keywords: Pain point Keywords, Generic Keywords, and Product Keywords. The evaluation criteria include impressions, clicks, and click-through rates, which help identify the most effective keyword format for reaching the target audience. The findings of the study revealed that the quantity of searches for Product 1 Keywords, which are keywords related to the product category of “Racha Rangsit Sign” was significantly higher than other keyword groups. This indicates that the target audience is most interested in the product “Racha Rangsit Sign” and keywords such as “Ashes Sign” “Soft Stone Sign Packaging Ashes,” and “Granite Sign” generated more searches and clicks than other keywords. This provides valuable insights for future advertising campaigns, helping businesses effectively plan their online marketing strategies. Choosing appropriate keywords is crucial as it guides the target audience and increases the chances of them clicking and exploring our brand's offerings, presenting significant opportunities for the business.

The Factors Influencing Free-to-air Digital TV Viewing Behavioral Intention of the People in Greater Jakarta, Indonesia

2023-06-12T16:05:09+07:00

The transformative impact of the Internet on human behavioral dynamics, including the viewing habits of Indonesian individuals, particularly with regard to television consumption, has been widely acknowledged. Despite the increasing adoption of Internet technology among Indonesians, the prevalence of digital TV viewership has not surpassed that of traditional television viewers as of 2022. This study delves into the factors that influence the behavioral intentions of individuals residing in Greater Jakarta, Indonesia, with respect to their engagement with free-to-air digital television content. Framed within the theoretical construct of the Theory of Planned Behavior, the study scrutinizes the determinants associated with the behavioral intention to consume free-to-air digital television content from ABCTV among the populace of Greater Jakarta, Indonesia. Specifically, the research explores the impact of attitude toward behavior, subjective norms, and perceived behavioral control on the intention to watch ABCTV content. To analyze the demographic and behavioral data, descriptive statistics were employed, while multiple regression analysis was conducted to test the formulated hypotheses.

The results showed that the majority of respondents identified as students, bachelor's degree, with an average monthly income ranging from 1,000,000 to 5,000,000 Indonesian Rupiah. Best time to watch TV is 18:00–00:00, most preferred platform is YouTube, and most favorite program is Talkshow. The main findings reveal that all three factors include attitude toward behavior, subjective norm, and perceived behavioral control have significant and positive influence on the intention to watch ABCTV. Moreover, the study identifies that individuals in Greater Jakarta find it more convenient to watch ABCTV programs on YouTube than traditional TV platforms, including Free-to-air Digital TV and Pay TV. These findings can serve as a valuable reference for enhancing the Indonesian Television Industry and developing more engaging programs that cater to the preferences of Indonesian viewers.

The Influence of National Image, Electronic Word of Mouth, and Trust on the Travel Intentions of Vietnamese to Thailand

2024-02-09T16:13:10+07:00

The purposes of this research were to study the national image of Thailand, the electronic word-of-mouth regarding tourism in Thailand, the trustworthiness, the travel intentions, and the ability of aspects relating to the national image of Thailand, electronic words of mouth, and trustworthiness to predict the willingness of Vietnamese travelers to visit Thailand. A stratified sample of 325 Vietnamese citizens made up the sample, which was divided into 3 regions: North, Central, and South. The instrument utilized to gather the data was a questionnaire. The statistics like mean, standard deviation, and multiple regression are employed in data analysis. The results show that the factors of the national image, electronic word-of-mouth, trust, and the intention to travel to Thailand are at the a high level. Regarding the findings of intention prediction, it was discovered that the two factors namely the national image and electronic word-of-mouth related to Thailand tourism predicted the intention of Vietnamese tourists to visit Thailand. The results show that the national image and the electronic word-of-mouth exposure variance of 72.9 percent. Additionally, there are three components of the national image that could predict the intention of Vietnamese people to come to Thailand, including Cultural, Physical attractiveness, and Safety, with an exposure variance of 66.4 percent.

The Relationship Between the Work Motivation and Engagement of Generation-Y Employee: A Case Study of Metropolitan Electricity Authority

2023-08-31T21:39:52+07:00

This research aimed to study the level of opinion about the work motivation and engagement of Generation-Y employees at Metropolitan Electricity Authority. The sample used in this study is 336 Generation-Y Employees at Metropolitan Electricity Authority. The tools used for collecting data were questionnaires. The statistics used for data analysis were frequency, percentile, standard deviation, and Pearson’s correlation coefficient.
The results showed: 1) The employee’s opinions of the work motivation factors in motivation factor, hygiene factor and organizational engagement were at high level. And 2) The work Motivation Hygiene Factors aspects; the job security, salary, organization policy administration, and working condition were the work motivation factors that had positive correlation with the organizational engagement, with statistical significance at 0.01 level.