Vol. 5 No. 1 (2024): January-June

Foreword

The authors in this issue bring our attention to a variety of current topics such as: ESG (Environmental, Social, and Governance), digital logistics, live broadcast on TikTok, creative tourism, economic downturn in Laos, and KOL (key opinion leader).

Intouch Junpong and Veerisa Chotiyaputta examine ESG and financial performance of 1,528 SET companies over the year 2020 to 2022, and test with the regression model if there is a positive significant relationship between their environmental, social & governance performance and ROE, ROA & Net Proft Margin.

Saran Phinijphara and Kritsana Lakkhongkha explore the role of digital logistics in the Eastern Economic Corridor (EEC) of Thailand, with the technologies such as cloud computing, Internet of Things (IoT), and artificial intelligence (AI), and suggest several initiatives Thailand needs to undertake.Ying Chen and

Patamaporn Pongpaibool collect data from 402 Chinese TikTok users and apply the Stimulus-Organism-Response (S-O-R) model to understand the factors affecting consumer purchase intention. The study uses professionalism, interactivity, popularity, and product involvement as independent variables, and perceived trust and playfulness as mediators,
in the PLS-SEM analysis.

Thianrat Chatphattaraphona, Techita Phattharasorn, Sariya Prasertsut, and Pimmada Wichasina
design creative tourism routes in Suphanburi province of Thailand, together with a platform which
integrates information on tourist need, tourist attractions and community products available. The
results are obtained from content analysis on the interviews with government agencies, private
organizations, local communities, and Thai tourists.

Worrawoot Jumlongnark reviews the economic data in Laos from 2010-2022. The current economic downturn since 2020 is identified as the decline in GDP growth, surge in unemployment, inflation, external debt, and depreciation of Lao kip. Content analysis of 62 research articles in the period from 2001 to 2023 reveals the most prevalent sub-topics related to policy matters, followed by China’s role in foreign direct investment.

Chenicha Praphruetmona and Nata Tubtimcharoonb claim “The More Familiar You Are, the Less You Will Buy” as the moderating effect of relationship strength on the continuity of viewer engagement with the KOL. The research is based on questionnaire survey of 251 respondents. SEM (structural equation modeling) reveals relationship between the suitability of KOLs, levels of relationship, viewers’ sustained engagement, and purchase intentions.

Prof. Dr. Tang Zhimin
Editor-in-Chief