Vol. 1 No. 1 (2026): 7TH International Conference on Management, Innovation, Economics and Social Sciences

Articles

• FACTORS AFFECTING THE WORK PERFORMANCE OF OPERATIONAL EMPLOYEES : A CASE STUDY OF A LOW - COST AIRLINE IN THAILAND

  Oraphan Decha, Benya Whangmahaporn, Narumon Chomchom, Chaichana Wongjunya, Peerant hon Saensook

  94-98

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• DIGITALIZING ACADEMIC GOVERNANCE FOR SUSTAINABILITY : A CONCEPTUAL FRAMEWORK FOR PAPERLESS SYSTEMS AND GREEN ENVIRONMENTAL OUTCOMES

  Muhammad Shahid Khan

  214-220

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• THE IMPACT OF DIGITAL CAPABILITY AND AI ACCEPTANCE ON EMPLOYEE CREATIVITY IN DIGITAL WORKPLACES

  Sirun Chen, Eakolarn Chotianusorn, Muhammad Shahid

  367-372

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• GUIDELINE FOR DEVELOPING EDUCATIONAL RESOURCES MANAGEMENT OF CHENGDONG EXPERIMENTAL PRIMARY SCHOOL

  Yuying Lin, Thada Siththada

  539-546

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• DEVELOPMENT OF PRODUCT POTENTIAL FOR COMMUNITY ENTERPRISES TO ENHANCE COMPETITIVENESS AND GENERATE ECONOMIC IMPACT

  Chumpon Rodjam, Panyada Chanthakit, Wutipong Janmuangthai, Praiya Arsingsamanan, Chetsanee Butdam

  23-33

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• HUMAN CAPITAL MANAGEMENT TO ENHANCE COMPETITIVE SKILL OF UNIVERSITY ESPORTS ATHLETES

  Chaichana Wongjunya, Supakorn Tunvaravuttichai, Oraphan Decha, Benya Whangmahaporn

  152-158

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• FACTORS AFFECTING TECHNOLOGY USAGE BEHAVIOR OF ROYAL THAI POLICE OFFICERS

  Yosavich Daolomchan, Pachoke Lert-asavaputra

  280-285

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• THE GUIDELINE FOR DEVELOPING PERSONNEL ADMINISTRATION STRATEGIES FOR SCHOOL ADMINISTRATORS OF THE GUANDU EXPERIMENTAL SCHOOL AFFILIATED TO SHANGHAI NORMAL UNIVERSITY

  Wenrui Li, Thada Siththada

  431-442

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• DEVELOPMENT OF ESPORTS - RELATED TOURISM ROUTES

  Pornnapus Saowakon, Wichar Kunkum, Mooktra Thongves, Suphatta Phanee

  610-615

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• THE EFFECT OF DIGITAL COMMUNICATION BY INFLUENCERS ON ESPORTS EVENT ATTENDANCE INTENTION

  Nuttavut Phonsri, Bunjob Piromkam, Boonyada Pahasing, Nathayu Wantayakul, Narumon Chomchom

  79-87

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• INNOVATIVE MARKETING AND PRODUCT DEVELOPMENT FOR ENHANCING COMMUNITY ENTERPRISE COMPETITIVENESS

  Panyada Chanthakit, Chumpon Rodjam, Cholpassorn Sitthiwarongchai, Eakolarn Chotianusorn, Panadda Pintong

  198-207

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• Educational Management of Students’ Mental Health in Guangdong Country Garden Polytechnic

  Na Huang, Ganratchakan Lertamornsak

  340-354

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• TRANSFORMING CHALLENGES INTO OPPORTUNITIES: A CASE STUDY OF EDUCATIONAL TECHNOLOGY INTEGRATION AT YANGZHOU UNIVERSITY

  Fangfang Zhang, Nuntiya Noichun

  524-532

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• SERVICE DELIVERY COMPONENTS THAT ENHANCE THE SUCCESS OF INTERNAL QUALITY ASSURANCE : A CASE STUDY OF THE RESEARCH AND DEVELOPMENT INSTITUTE, SUAN SUNANDHA RAJABHAT UNIVERSITY

  Watsamon Santaweesuk, Atidtaya Bousri, Chatchai Ditcharoen

  9-13

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• The Influence of Sport Event Quality on Sport Tourist Loyalty: A Case Study in Buriram Province, Thailand

  Montipa Vilasthip, Sudarat Chirapruk, Mananchaya Buakao, Peeranthon Saensook

  137-143

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• A LITERATURE REVIEW FOR DEVELOPING A CONCEPTUAL FRAMEWORK TO STUDY FACTORS INFLUENCING THE INTENTION TO PURCHASE GREEN PRODUCTS ONLINE IN THAILAND

  Suwita Prugsaarporn, Tanapol Kortana, Pachoke Lert-asavapatra

  263-271

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• GUIDELINES FOR DEVELOPING AI COMPETENCY OF TEACHERS IN XISHAN HIGH SCHOOL OF KUNMING NO. 1 HIGH SCHOOL

  Zhuoxun Li, Suttipong Boonphadung

  416-422

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• FACTORS THAT INFLUENCE THE DECISION TO ATTEND RATCHABURI FC

  Atittiya Pimpa, Pornchai Trusjaithum

  594-602

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• DEVELOPMENT OF DIGITAL MARKETING STRATEGIES TO ENHANCE THE COMPETITIVENESS OF DIGITAL TRAINING PROGRAMS AT THE COLLEGE OF INNOVATION AND MANAGEMENT

  Phatthanan Rotrungwat, Sathapat Kilaso

  64-70

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• Enhancing Creative Value Through Digital Marketing Strategies: Applying Content Marketing for the Sustainability of Handmade Tonkla Achiap Community Enterprise in Pho Chon Kai, Bang Rachan, Sing Buri Province

  Sathapath Kilaso, Pimploi Tirastittam, Kathaleeya Chanda, Patsara Sirikamonsin, Sujanya Tubtong

  185-190

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• THE IMPACT OF EMPLOYEE INCOME, PROMOTION MECHANISM, AND CORPORATE CULTURE ON EMPLOYEE LOYALTY IN SMEs OF CHENGDU, CHINA

  HaoYang Wang, Chumpon Rodjam

  323-329

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• THE INNOVATION OF EDUCATIONAL MANAGEMENT FROM AN INTERNATIONAL PERSPECTIVE IN ANHUI

  Yan Li, Nuntiya Noichun

  503-513

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• A STUDY ON NARRATIVE STRUCTURE AND MULTI-SENSORY RHYTHMIC IMMERSIVE WEDDING SPACE DESIGN: TAKING “WEAVING REALM” AS AN EXAMPLE

  Qinyao Chen, Noppadon Sangwalpetch

  584-593

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• A STUDY OF PERSONNEL PRATICIPATION IN EDUCATIONAL QUALITY ASSURANCE OF THE COLLEGE OF INNOVATION AND MANAGEMANT, SUAN SUNANDHA RAJABHAT UNIVERSITY

  Rujjaret Pinthuwat, Wilailuk Rakbamrung

  114-117

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• F ACTORS INFLUENCING PEOPLE ’ S DECISIONS TO USE EXERCIS E AND FITNESS CENTER SERVICES IN MUEANG DISTRICT, SISAKET PROVINCE

  Theerawat Pongwiset, Parinya Kwanmuangvanich

  238-246

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• EDUCATIONAL MANAGEMENT STRATEGIES FOR THE CULTIVATION OF VOCATIONAL TEACHERS' COMPETENCE IN SHANDONG COLLEGE OF TRADITIONAL CHINESE MEDICINE

  Ning Wang, Suttipong Boonphadung

  394-405

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• AN EFFECTIVE STUDY ON THE DEVELOPMENT PATH OF MINORITY FOOTBALL IN WESTERN YUNNAN

  Guo Lianchang, Anuchit Kulwanich

  562-569

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• FACTORS AFFECTING THE SUCCESS OF CONDOMINIUM RENTAL BUSINESS IN BANGKOK

  Tawatchai Suphuan, Narumon Chomchom

  49-54

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• THE INFLUENCE OF SOCIAL MEDIA USE INTENSITY AND FAN ENGAGEMENT ON PERCEIVED SUSTAINABLE ECONOMIC VALUE CREATION AMONG THAI SPORTS FANS

  Boonyada Pahasing, Nuttavut Phonsri, Suporntip Pupanead, Pongchira Kaewkaosai, Ladawan Noiluea

  170-177

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• EDUCATIONAL MANAGEMENT PERSPECTIVE ON PROFESSIONAL DEVELOPMENT TRAINING FOR YOUNG TEACHERS IN RURAL JUNIOR HIGH SCHOOLS

  Zhihui Tu, Ganratchakan Lertamornsak

  299-313

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• DEVELOPMENT OF DANCE EDUCATION MANAGEMENT FOR KINDERGARTEN TEACHER IN WENSHAN UNIVERSITY

  Fangxin Li, Thada Siththada

  488-495

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• A STUDY ON NARRATIVE STRUCTURE AND MULTI-SENSORY RHYTHMIC IMMERSIVE WEDDING SPACE DESIGN: TAKING “ WEAVING REALM ” AS AN EXAMPLE

  Qinyao Chen, Noppadon Sangwalpetch

  584-593

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• A SPATIAL DEVELOPMENT APPROACH TO ELEVATE KANCHANABURI'S CREATIVE ECONOMY TOWARDS A SUSTAINABLE INTERNATIONAL GREEN TOURISM MODEL

  Wutipong Janmuangthai, Chumpon Rodjam, Anaphat Nongkoo

  99-106

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• EXECUTIVE NEGOTIATIONS : A COMPARATIVE CASE ANALYSIS OF SPEECH ACT RHETORIC AND CONTRACTUAL RISK

  Tahir Khan, Wasif Iqbal

  221-229

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• Strategies for Promoting Urban-Rural Educational Equity in the Intelligent Transformation of Primary Education in Qinzhou, Guangxi

  Qianyun Chen, Ganratchakan Lertamornsak

  373-383

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• INNOVATIVE RESEARCH ON INTERNATIONALIZATION IN EDUCATIONAL MANAGEMENT AT FRONTIER LOCAL UNIVERSITIES IN THE NEW ERA: A CASE STUDY OF WENSHAN UNIVERSITY

  Zhenqiong Xu, Nuntiya Noichun

  547-554

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• PERCEIVED USEFULNESS AND BEHAVIORAL INTENTION TO USE SMALL ELECTRIC PUBLIC TRANSPORTATION OF SECONDARY CITIES IN THAILAND

  Panida Ninaroon, Pawintana Charoenboon, Phudit Nokhuntod, Suwita Pruksaarporn, Wilai Phungphol

  34-42

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• INNOVATIVE ESPORTS COMPETITIONS FOR THE INTERNATIONAL PROMOTION OF THAI SPORTS POTENTIAL : A CASE STUDY OF THE UNIVERSITY ESPORTS CHAMPIONSHIP

  Atidtaya Bousri, Watsamon Santaweesuk

  159-163

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• FROM MARINE BIO - TRAUMA TO WEARABLE MEANING

  Xiaoyu Ma, Supawadee Juysukha

  286-292

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• Mechanistic Advances in Gynostemma Pentaphyllum Regulation of the PINK1 / PARKIN Pathway to Reverse Cisplatin Resistance in Non - Small Cell Lung Cancer

  Jianfeng Meng, Sarisak Soontornchai

  468-476

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• A LITERATURE REVIEW FOR DEVELOPING A CONCEPTUAL FRAMEWORK TO STUDY THE STRUCTURAL RELATIONSHIPS AMONG ANTECEDENT FACTORS INFLUENCING THE ORGANIZATIONAL PERFORMANCE OF THE SEAFOOD INDUSTRY IN THE COUNTRY

  Yenjit Kongpan, Tanapol Kortana, Pachoke Lert-asavapatra

  616-622

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• FACTORS INFLUENCING GENERATION Z ’ S EMPLOYMENT DECISION - MAKING IN THAI ORGANIZATIONS

  Nathayu Wantayakul, Nuttavut Phonsri, Wichar Kunkum, Bunjob Piromkam, Narumon Chomchom

  88-93

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• SUSTAINABLE WATER MANAGEMENT BY LOCAL GOVERNMENT ORGANIZATIONS: A CASE STUDY OF KOH LARN, CHONBURI PROVINCE

  Nimit Ponyiam

  208-213

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• The Role and Function of Teachers in Improving the Quality of Higher Education in Guangdong Engineering Polytechnic

  Huiyan Luo, Ganratchakan Lertamornsak

  355-366

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• Educational Management Factors and Occupational Burnout Among Administrative Personnel in Chinese Higher Education Institutions

  Qian Yang, Nuntiya Noichun

  533-538

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• Strategic Management for Enhancing Service Quality Affecting the Organizational Image of the Provincial Waterworks Authority in Thailand

  Cholpassorn Sitthiwarongchai, Wilai Phungphol

  14-22

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• Strategic Development of Ranong's Identity and Community Health Products as Wellness Soft Power for High-Potential Markets

  Pannawat Chuvichian, Hathaipan Soonthornpipit

  144-151

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• THE MARKETING MIX FACTORS INFLUENCING THE DECISION TO WATCH BOXING MATCHES VIA ONLINE PLATFORMS

  Atitaya Jindawong, Anuchit Kulwanich

  272-279

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• ENHANCEMENT OF TEACHERS' DIGITAL LITERACY IN THE TRANSFORMATION OF EDUCATIONAL MANAGEMENT OF MINGDE SENIOR HIGH SCHOOL IN KAILI CITY

  Wenyue Deng, Suttipong Boonphadung

  423-430

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• NUTRITION FOR ESPORTS ATHLETES

  Wannapa Somprosong, Wichar Kunkum, Mooktra Thongves, Suphatta Phanee

  603-609

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• SERVICE INNOVATIONS AFFECTING USER SATISFACTION IN THE SERVICES OF THE RESEARCH AND ACADEMIC SERVICES DIVISION, COLLEGE OF INNOVATION AND MANAGEMENT, SUAN SUNANDHA RAJABHAT UNIVERSITY

  Sudarat Chirapruk, Suppara Charoenpoom, Panida Ninaroon

  71-78

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• DEVELOPMENT OF AN OPERATIONAL MANUAL FOR MONITORING AND EVALUATING PLAN IMPLEMENTATION, OFFICE OF ACADEMIC RESOURCES AND INFORMATION TECHNOLOGY, SUAN SUNANDHA RAJABHAT UNIVERSITY, FISCAL YEAR 2025

  Chanida Chirapruk, Kanyapat Thanakunwutirot, Sudarat Chirapruk

  191-197

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• DEVELOPMENT AND EVALUATION OF A VIRTUAL SIMULATION EDUCATION PROJECT FOR SELF-MANAGEMENT SUPPORT FOR NURSING STUDENTS CARING FOR PATIENTS WITH TYPE 2 DIABETES MELLITUS

  Wenting Fang, Thanawat Imsomboon, Siriluck Jittrabiab, Yingmei Yuan

  330-339

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• THE FORMATION AND DILEMMAS OF PROFESSIONAL IDENTITY AMONG NON-TENURED TEACHERS AND THEIR IMPACT ON TEAM COLLABORATION: PRIMARY AND SECONDARY SCHOOL TEACHERS IN WUHUA DISTRICT, KUNMING, CHINA

  Yanwen Wang, Nuntiya Noichun

  514-523

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• DIGITAL WELFARE PLATFORMS AND COMMUNITY ECONOMIC DEVELOPMENT

  Pattara Vajsawan

  1-8

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• FACTORS INFLUENCING THE DECISION TO USE THE SERVICES OF SUAN SUNANDHA PALACE HOTEL, SUAN SUNANDHA RAJABHAT UNIVERSITY

  Mananchaya Buakao, Montipa Vilasthip, Peeranthon Saensook

  127-136

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• Antecedents Influencing Online Purchase Behavior of Consumers in Thailand’s Andaman Provinces

  Jongdee Limchuchua

  247-256

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• Optimizing Dance Educational Management in Yunnan Kunming Art Vocational College

  Huaidan Fan, Ganratchakan Lertamornsak

  406-415

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• ANIMAL IMAGERY AS SEMIOTIC TOOL FOR ENVIRONMENTAL COMMUNICATION IN FASHION PHOTOGRAPHY

  Yun Wen, Taechit Cheuypoung

  570-583

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• CONSUMER ATTITUDES TO WARDS SOCIAL RESPONSIBILITY AND THE ENVIRONMENT SURROUNDING BUSINESS

  Wareeya Khlungsaeng, Eknarong Vorasiha, Panida Ninaroon

  55-63

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• The Influence of Influencers on the Purchase Decisions of New Generation Consumers in the Digital Economy Era

  Narumon Chomchom, Nuttavut Phonsri, Tawatchai Suphuan

  178-184

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• A STUDY ON THE SHORT VIDEO COMMUNICATION PATHS AND STRATEGIES OF MIANYANG PAPER-CUTTING

  Huan Wang, Taechit Cheuypoung

  314-322

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• CURRENT SITUATION AND DEVELOPMENT STRATEGIES OF TEACHER MANAGEMENT AND TEACHER TEAM BUILDING IN BORDERLAND UNIVERSITIES - A CASE STUDY OF YUNNAN WENSHAN UNIVERSITY

  Youqian Zhang, Nuntiya Noichun

  496-502

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• FACTORS AFFECTING THE EFFICIENCY OF ACADEMIC SERVICES TO SOCIETY IN HIGHER EDUCATION INSTITUTIONS IN THAILAND

  Wisuthtinath Wipakkitanan, Panida Ninaroon

  118-126

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• THE INFLUENCE OF INFLUENCERS ON ONLINE PLATFORMS ON CREATING OWN BRANDING OF ONLINE AUDIENCES

  Peeranthon Saensook, Pannawat Chuvichian, Sudarat Chirapruk, Montipa Vilasthip

  107-113

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• Co-Creating Local Experience Value: Marketing Strategies for Cultural Tourism Products

  Patsara Sirikamonsin, Sathapath Kilaso

  230-237

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• Translation Experiment of Traditional Ink-Wash Techniques in Fantasy Illustrations: Connecting Thai Mythology with Contemporary Visual Narratives

  Tian Pei, Winai Mankhatitham

  384-393

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• Teacher Retention Management in Border Areas of Wenshan College

  Yuna Zhang

  555-561

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• TECHNOLOGY AND USER SATISFACTION IN HARBIN ’ S SMART SPORTS VENUES : RELATIONSHIPS AND A CAUSAL MODEL

  Anuchit Kulawanich, Supitr Samahito, Kittipong Potimu, Montipa Vilasthip, Pannawat Chuvichian

  43-48

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• MARATHON RUNNING BEHAVIOR AND INTRINSIC MOTIVATION AMONG GENERATION Z

  Suporntip Pupanead, Boonyada Pahasing, Maradee Siriphat, Ekarat Chaichotchuang, Narubed Tanimpas

  164-169

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• VISUAL POSTER DESIGN ABOUT MARINE MICROPLASTIC POLLUTION

  Siyu Zhou, Supawadee Juysukha

  293-298

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• RESEARCH ON THE DEVELOPMENT AND ENHANCEMENT OF THE INTERNAL TEACHING QUALITY ASSURANCE MECHANISM IN HIGHER EDUCATION INSTITUTIONS: A CASE STUDY OF WENSHAN UNIVERSITY, YUNNAN PROVINCE

  Jinyi Liu, Nuntiya Noichun

  477-487

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• THE ROLE OF DIGITAL AGILITY AND HUMAN – AI COLLABORATION IN ENHANCING EMPLOYEE CREATIVITY IN DIGITAL ORGANIZATIONS

  Sirun Chen, Eakolarn Chotianusorn, Muhammad Shahid

  623-627

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