• Publications
  • Influence
University Student Loyalty Model: Structural Equation Modelling Of Student Loyalty in Autonomous, State, Transformed, and Private Universities in Bangkok
University student’s loyalty is a key factor that contributes to the long-term growth and survivability of the university through financial stability, increased enrolment, and better reputation. TheExpand
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Starbucks’ marketing communications strategy on Twitter
Abstract Many scholars have found that social media are extraordinarily useful platforms for marketers to engage their stakeholders. Much research has developed frameworks for and proposed empiricalExpand
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Humour 2.0: Styles and Types of Humour and Virality of Memes on Facebook
This research analyzes the communication process of humorous memes in the most vibrant online phenomenon, Facebook. Through quantitative and qualitative content analysis of 1,000 memes shared on aExpand
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Analysing TripAdvisor reviews of tourist attractions in Phuket, Thailand.
A methodology that can analyse online reviews using machine learning techniques in such a way that practitioners in the fields of tourism and destination management can understand and apply the technique to improve their attractions. Expand
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Higher education social media marketing: 12 content types universities post on Facebook
The purpose of this study is to explore and categorise how universities in the USA and Thailand use Facebook as a platform to engage their audiences. Although many higher education institutionsExpand
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User-generated place brand identity: harnessing the power of content on social media platforms
The purpose of this paper is to use user-generated content (UGC) on social media platforms to infer the possible place brand identities of two famous metropolitan areas in Bangkok, Thailand, namely,Expand
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City-district divergence grid: a multi-level city brand positioning tool
City brand positioning is a major challenge in the branding efforts of cities and places. The purpose of this research is to examine various place branding concepts and create a management tool thatExpand
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“How was your meal?” Examining customer experience using Google maps reviews
Abstract The purpose of this research is to examine the effects of restaurant attributes and the underlying factors impacting overall customer experience within a range of different restaurant types.Expand
Responding to the voice of the markets: an analysis of Tripadvisor reviews of UK retail markets
© 2020, Emerald Publishing Limited. Purpose: The purpose of this paper is to investigate the experience of visitors to UK markets by analysing their Tripadvisor reviews to identify perceivedExpand