Journal of Business Administration and Languages (JBAL) https://so06.tci-thaijo.org/index.php/TNIJournalBA <p><strong>Journal of Business Administration and Languages (JBAL)<br />ISSN-2774-0609 (Online)</strong></p> <p>The policy of Thai-Nichi Institute of Technology (TNI) is to support the dissemination of research article to be useful in the development of knowledge base for society, especially in business and industry sectors. Therefore, the academic journal, namely the "Journal of Business Administration and Languages (JBAL)" (formerly known as: TNI Journal of Business Administration and Languages, ISSN 2672-9997) has been created and published.</p> <p>Scope and Content<br />Business Administration, Manufacturing Industries, Humanities, Social Sciences, Linguistics, Education, Intercultural Studies, Language Teaching, Educational Administration, and related areas.</p> <p>Journal published for 6 months (Semiannual)<br />- Issue 1 January - June<br />- Issue 2 July - December</p> <p><em>From January, 2020 or Vol.8 No.1 (2020) Journal of Business Administration and Languages will be published in E-Journal only.</em></p> Thai-Nichi Institute of Technology en-US Journal of Business Administration and Languages (JBAL) 2774-0609 <p><strong>&nbsp;Article Accepting Policy</strong></p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The editorial board of Thai-Nichi Institute of Technology is pleased to receive articles from lecturers and experts in the fields of business administration, languages, engineering and technology written in Thai or English. The academic work submitted for publication must not be published in any other publication before and must not be under consideration of other journal submissions.&nbsp; Therefore, those interested in participating in the dissemination of work and knowledge can submit their article to the editorial board for further submission to the screening committee to consider publishing in the journal. The articles that can be published include solely research articles. Interested persons can prepare their articles by reviewing recommendations for article authors.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Copyright infringement is solely the responsibility of the author(s) of the article.&nbsp; Articles that have been published must be screened and reviewed for quality from qualified experts approved by the editorial board.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The text that appears within each article published in this research journal is a personal opinion of each author, nothing related to Thai-Nichi Institute of Technology, and other faculty members in the institution in any way.&nbsp; Responsibilities and accuracy for the content of each article are owned by each author. If there is any mistake, each author will be responsible for his/her own article(s).</p> <p><strong>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; </strong>The editorial board reserves the right not to bring any content, views or comments of articles in the Journal of Thai-Nichi Institute of Technology to publish before receiving permission from the authorized author(s) in writing.&nbsp; The published work is the copyright of the Journal of Thai-Nichi Institute of Technology.</p> <p>&nbsp;</p> Chinese Reading for Main Ideas by Using Spider Conceptual Map https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/253709 <p>This article aimed to 1) investigate the learning outcomes (achievements) of students after learning by using Spider Conceptual Map of the 2nd year students of Chinese for Communication Program who studied Chinese Reading 2, and 2) investigate the students' opinions on the learning management by using Spider Conceptual Map. The sample was 30 second-year students of Chinese for Communication Program, Phuket Rajabhat University. The research instruments were (1) additional Chinese reading book, (2) pre-tests and post-tests, (3) thematic summary form, and (4) questionnaire on students' opinions on Chinese reading for main ideas by using Spider Conceptual Map. The data was analyzed using t-test (Paired Sample t-test) and the data obtained from the questionnaire of the students' opinions on the learning management by using Spider Conceptual Map was analyzed to find Mean and Standard Deviation (S.D.).</p> <p>The results were found that 1) achievement on Chinese reading for main ideas after using Spider Conceptual Map of students was statistically significantly higher at a significance level of 0.05, and 2) student’s opinion on learning management by using Spider Conceptual Map to improve Chinese reading skills for main ideas agreed at a highest level in all aspects, namely additional Chinese reading book content, learning management and benefits, with mean of all 3 aspects of 4.54.</p> Tangthao Saejea Copyright (c) 2022 Journal of Business Administration and Languages (JBAL) https://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-27 2022-06-27 10 1 1 13 Comparison of Platform Advertising Effectiveness Affecting Princess Connect Re: Dive Game Download on Android Mobile Operating System Through Digital Marketing Tools Google Ads and Facebook Ads Mobile Online-Game Case Study Titled “Princess Connect Re: Dive.” The Case Study Ini3 Games Co., Ltd. https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/251768 <p>This experimental-based research targeted to study Comparison of platform advertising effectiveness affecting Princess Connect Re: Dive game download on Android mobile operating system through digital marketing tools Google Ads and Facebook Ads Mobile Online-Game Case Study titled “Princess Connect Re: Dive.” The Case Study Ini3 Games Co., Ltd.</p> <p>The Data collection consists of The Google Ads experiment, which uses the Google Ads engine through the Google Display Network (GDN) search engine, and the Facebook Ads experiment, using the Google Display Network (GDN) search engine. Banners with Google content (Google Ads) success can be measured by the number of applications installed (Install) and the cost per install (Cost Per Install).</p> <p>The results showed that The Google Ads platform is more effective at generating installs than Facebook Ads, and Google Ads can also make the cost per install application (Cost Per Install) cheaper than advertising on Facebook (Facebook Ads). However, both platforms are communication channels that help create awareness. motivate and lead to an opportunity to generate sales.</p> Watcharapong Hongtongkham Copyright (c) 2022 Journal of Business Administration and Languages (JBAL) https://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-27 2022-06-27 10 1 14 25 Development of English Reading Comprehension Skill Package by Using Mind Mapping Technique for The Learners in Private Higher Education Institution in Nonthaburi Province https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/253269 <p>The objectives of the research are to develop English reading comprehension skill package by using mind mapping technique for learners in private higher education institution in Nonthaburi, to compare English ability before and after using the learning packages, and to study the learner’s satisfaction to the learning packages. The informants are 198 of all 4 years students from 3 private higher education institution in Nonthaburi. The instruments are the developed learning packages, the English reading tests and the questionnaires. The data analysis is from the effectiveness of the learning packages (E1/E2) based on 75/75 criteria, mean, S.D. and pre-test and post-test scores, and the effectiveness index of learning achievement score and the score of satisfactory. The result shows that 1) the learning packages are effective as the mean of the tests while learning is 77.01 and after leaning is 78.67. The score of post-test is higher than of pre-test and the satisfactory to the learning packages is in high level.</p> Chittra Chantragatrawi Copyright (c) 2022 Journal of Business Administration and Languages (JBAL) https://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-27 2022-06-27 10 1 26 37 Factors Affecting the Performance of Natural Rubber Export by Road Transport through Border in Songkhla Province https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/251070 <p>The objectives of this study were: (1) to study the present situation in Thailand impacting the performance of natural rubber export by road transport through border in Songkhla province; (2) to study the factors affecting the export of natural rubber by road transport through Songkhla Province; and (3) to establish ways to collaborate with government and private organizations to develop potential factors affecting exports in terms of natural rubber transport through Songkhla. This research was conducted using the Delphi method. The sample consisted of 19 experts from 3 major specialist groups, including 7 people from population group, 7 people business group and 5 people from government group. The data were analyzed by median and interquartile range.</p> <p>The results found the factors affecting the performance of natural rubber export by road transport through border in Songkhla province. These factors consisted 8 factors. There were: (1) Factor Conditions (2) Firm Strategy, Structure and Rivalry (3) Demand Conditions (4) Economics (5) Politics (6) Society (7) Technology, and (8) Transports system. The research results can be classified by objectives as follows. 1) Thailand's rubber situation It is intertwined with the global economy, which has an impact on rubber export prices and volume. 2) Factors impacting rubber exports by road Passing through Songkhla province, it was discovered that the elements impacting rubber transportation by road were divided into three categories: vehicle, service, and location. 3) Guidelines for establishing prospective export factors in the context of rubber transit through Songkhla. The Thai rubber sector has discovered that inter-agency communications is important.</p> Piyakorn Pornpeerawich Noppadol Suwannasap Copyright (c) 2022 Journal of Business Administration and Languages (JBAL) https://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-27 2022-06-27 10 1 38 52 Study of Errors in Basic English Grammar of the Undergraduates Majoring in English, Faculty of Humanities and Social Sciences, Valaya Alongkorn Rajabhat University Under the Royal Patronage, Pathum Thani Province https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/254394 <p>This research aims to identify and classify errors and causes of errors in using basic English grammar among students of Bachelor of Arts program in English, Faculty of Humanities and Social Sciences, Valaya Alongkorn Rajabhat University under Royal Patronage, Pathum Thani Province. This research is a quantitative study. The scope of data collection was limited to 3 sets of 40 questions each, extracted from TOEFL ITP (Test of English as a Foreign Language-Institutional Testing Program), a standardized English proficiency test in a multiple-choice format. The results showed that the most common errors found was using the correct tense with time expressions, followed by positioning prepositions in a sentence, positioning adjectives and adverbs in the sentence, distinguishing countable and uncountable nouns, and using a parallel structure with paired conjunctions, respectively. Two types of common errors found in almost the same percentage were using clause and subject connectors and correct ordering of subjects and verbs. The least common error found was using adverbs to connect sentences. From the analysis results, it was found that the errors occurred from many factors, including language transfer and overgeneralization of the target language grammar.</p> ฺBoosaba Fangsaken Pawich Riangsiri Copyright (c) 2022 Journal of Business Administration and Languages (JBAL) https://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-27 2022-06-27 10 1 53 65 Technology Acceptance and Digital Marketing Communication Affecting Decision to Purchase Shoes through Online Channels of Generation X Customers in Bangkok https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/251073 <p>The objective of this study was to study the acceptance of technology and to study digital marketing communication affecting decision to purchase shoes through online channels of generation X customers in Bangkok. This research was a mixed method research which consist of the quantitative research and the qualitative research. The research instrument were questionnaires by using to collect data from 400 samples and in-depth interview by using to collect data from 5 samples.</p> <p>The results of quantitative research were found that the acceptance of technology in terms of perceived compatibility, perceived ease of use, perceived financial resource, and perceived trust significantly affected to the shoes purchasing decision through online channels of generation X customers in Bangkok. And, the digital marketing communication significantly affected to the shoes purchasing decision through online channels of generation X customers in Bangkok. The results of qualitative research were found that technology acceptance in terms of perceived compatibility, perceived usefulness, perceived ease of use, perceived financial resource, perceived security risk, and perceived trust significantly affected decision to purchase shoes through online channels of generation X customers in Bangkok. And, the digital marketing communication significantly affected decision to purchase shoes through online channels of generation X customers in Bangkok. From the results of both studies, the results were consistent in the acceptance of technology excepting perceived usefulness and perceived security risk. Both dimensions affected to the shoes purchasing decision through online channels of generation X customers in Bangkok. Also, the digital marketing communication affected to the shoes purchasing decision through online channels of generation X customers in Bangkok.</p> Chatchapat Techakasamsuk Tiwa Park Copyright (c) 2022 Journal of Business Administration and Languages (JBAL) https://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-27 2022-06-27 10 1 66 79 The Effectiveness of Advertising in Real Estate through Facebook by Using Retargeting and Lookalike Audience Tools https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/250602 <p>The study of “The Effectiveness of Real Estate Advertising on Facebook measuring by Retarget and Lookalike Audience” The objectives are 1) to study the effectiveness of A/B Testing advertising towards consumer behavior 2) to identify the effectiveness of Retargeting advertising if the implementation benefits sales, measuring by Lead generation 3) to study the effectiveness of Lookalike audience advertising on Facebook. Experimental Base Research was used in this study. Media purchasing data was collected through Pattra Home Facebook Fanpage: https://www.facebook.com/byPattraHome in order to study the effectiveness of A/B testing, Retarget, and Lookalike Audience through Facebook platform.</p> <p>The research of A/B testing identified the differences of consumer behavior which help entrepreneur and marketers to recognize their targets. Consumers were classified into three segments which are 1) Business owner, individuals who are in management level and interested in investment 2) Luxury Lifestyle – individuals who spend their money on luxury products 3) Broad Audience – individuals who have no specific interests. The purpose of this research can identify 3 parts: Awareness, Consideration, and Conversion. The findings indicated that A/B testing was able to identify 2) Luxury Lifestyle had the most interest in purchasing a house which price are higher than 20 million Baht when consider on the efficient cost of the engagement implementation (0.06 Baht per engagement). The research also showed that Retarget and Lookalike Audience are significant tools to reach customers effectively.</p> Kasika Chawanvarakiat Tiwa Park Copyright (c) 2022 Journal of Business Administration and Languages (JBAL) https://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-27 2022-06-27 10 1 80 93 The Impacts of Customer Engagement on Brand Equity in E-Commerce https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/254721 <p>Although there are number of customer engagement studies in engagement processing, antecedences and consequences of customer engagement, and its conceptualization and measurement, there are limited studies that have studies customer engagement from the branding perspective, especially in terms of brand-value creation. This study aims to determine the impacts of customer engagement on brand equity in E-commerce platforms in Thailand. The hypotheses were proposed to test the influence of customer engagement on brand equity. The samples of 358 respondents were collected by using self-administered questionnaire survey. The path analysis was implemented to test the hypotheses by using structural equation modelling method. The results suggest that customer engagement positively influences brand equity in all four dimensions. The results of the study were discussed.</p> Rachata Rungtrakulchai Copyright (c) 2022 Journal of Business Administration and Languages (JBAL) https://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-27 2022-06-27 10 1 94 104