Research article

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The Attribute and Clarity of Influencers in Marketing: Case of Opinion Leaders Sudarat Saengkeaw, Piyawan Siriprasertsil and Preeda Srinaruewan Pages 1 - 24   DOI 10.14456/cbsr.2018.12  Download PDF  Article preview Cite Abstract Opinion Leaders are individual who have an influence to others in social that has long been interested in marketing. Their word-of-mouth activities have a great impact in the decision-making process which leads them to be a key person in the marketing strategies. Until now, there are still many mentions about them. Therefore, it is useful to present the meaning and the real beginning of the opinion leaders to the interested person. Furthermore, comparing differences between opinion leaders to other types of marketing influencers will bring greater clarity. This article based on a collection of research and credible articles. As a result, the content consists of the evolution of opinion leaders, summarizing about behaviors and motivations of opinion leaders, guidelines for identifying opinion leaders and recommendations for future research.
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Ownership Dispersion and Liquidity: Evidence from Thailand Yordying Thanatawee Pages 25 - 48   DOI 10.14456/cbsr.2018.13  Download PDF  Article preview Cite Abstract This paper examines the relationship between ownership dispersion and stock liquidity of Thai listed companies over the period 2011-2015. The results indicate narrower bid-ask spreads, lower Amihud’s illiquidity ratio, and higher liquidity ratio when firms have higher free float or larger number of shareholders. Thus, the findings reveal that ownership dispersion has a positive effect on liquidity. The same results are obtained when the data is estimated by the Two-Stage Least Squares (2SLS) to control endogeneity problem. The findings have important implications for policymakers and managers to enhance stock liquidity through increased ownership dispersion.
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The efficiency analysis of incorporated hotels in Thailand Nichapat Sangkaew and Chayanon Phucharoen Pages 49 - 78   DOI 10.14456/cbsr.2018.14  Download PDF  Article preview Cite Abstract The major aim of this study was to examine whether the location incorporated hotel does statistically matter to technical performance of the hotels. This paper applies labor productivity and the concepts of DEA, SFA and Metafrontier efficiency estimations to assess the firm’s performance in Thai hospitality industry. Then, the calculate parameters are regressed against location variable and other control variables. We find that hotels located in Bangkok have better performance than hotels located in regional areas. This result reflects an importance role of the capital city and quality improvement of hotel for competitive pressure in capital city. Evidences suggest that hotels located close to the airport are more efficient than hotels incorporated far from airport. Interestingly, we find that hotels located in popular travel destinations have higher labor productivity than hotels located in other areas, but no supporting evidence to conclude that hotels in popular travel destinations operate at higher efficiency. The results from this paper could be potentially utilized as preliminary input for policy maker to improve the capability of the entrepreneurs by understanding the location-effect on performance of the hotels.
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Impacts of Perceived Risk and Trust on Purchases via Cross–Border E-Commerce Siriluck Rotchanakitumnuai Pages 79 - 99   DOI 10.14456/cbsr.2018.15  Download PDF  Article preview Cite Abstract The objective of this paper is to study barriers to purchase goods via cross–border business to consumer electronic commerce (Cross–Border B2C E-Commerce) and their impact on intention to purchase goods via cross–border E-Commerce. The study applied the concepts of perceived risk and trust in E-Commerce to measure barriers to cross-border E-Commerce and their impacts on intention to purchase goods via cross-border E-Commerce. The online survey results from Thai consumer show that there are four perceives-risk factors (product and sales policy, logistics, electronic payment, legislations protection) and trust barriers to cross–border B2C E-Commerce. The perceived risk of product and sales policy factor has negative impact on attitude toward goods purchase via cross-border E-Commerce. Negative attitude and perceived risk of logistics can decrease intention to purchase goods via cross-border E-Commerce.
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The Identification of Research Problems in Digital Marketing for Thailand in the Future Guntalee Ruenrom Pages 100 - 139   DOI 10.14456/cbsr.2018.16  Download PDF  Article preview Cite Abstract Digital marketing is increasing its role and importance both in the operation of all type of businesses in all levels including the rise of impacts on the quality of life of consumers. Marketing academicians should be aware of the importance of the digital marketing research problem identification that must fit to the needs and providing benefits to the economic and Thai society in the future. Based on the analysis and the synthesis of the past research to the present in order to identify the state-of-the-art of the digital marketing research as well as the organized visionary meeting that digital experts from different professions were invited to share their visions for digital marketing in the future . It is found that both public and private sectors have great need of digital marketing research in order to help formulate the strategic goals, policies and guidelines for the development of Thai economy and the society under the rapidly changing environment in various perspectives more efficiently and effectively. The objective of this article is to identify the digital marketing research questions both macro and micro perspectives which match to the needs of Thailand in the future. Marketing and other related academicians can take the suggestions of digital research problems in various dimensions from this article and carry on the task of the digital marketing research that will benefit to the development of the economic and Thai society in the future.