Editorial Note

Abstract

Volume 15, Issue 2 (May-August 2026) of the Journal of Management Science, Ubon Ratchathani University comprises 12 research articles addressing significant contemporary issues in business administration. These articles cover marketing and consumer behavior; management, entrepreneurship, and technology; finance, accounting, corporate governance, and sustainability; as well as tourism, services, and community development. The articles can be classified into four principal areas, as follows.

The first group of research articles focuses on marketing and consumer behavior. The article entitled A Causal Relationship Model of Content Marketing Factors and Co-Factors Affecting Purchase Intention through Live Stream Commerce on Facebook Platform in Thailand by Achaya Klavaech found that communication style influenced perceived enjoyment, while content marketing influenced satisfaction and online brand trust. Perceived price fairness also affected satisfaction. In turn, enjoyment, satisfaction, and online brand trust influenced Generation Y consumers’ purchase intention through Facebook Live Stream Commerce.

The article entitled A Study on Purchasing Decision-Making for Thailand Trust Mark Products among Consumers in the Bangkok Metropolitan Region by Somsak Khanthongkham and Padcharee Phasuk found that consumers purchased products bearing the mark an average of three times per month, with an average expenditure of THB 998 per purchase. Among consumers unfamiliar with the mark, income, age, education, product knowledge, value assessment, and attitudes were important factors in their purchasing decisions. In contrast, consumers familiar with the mark placed greater importance on product trials, product attributes, and price appropriateness.

The article entitled The Impact of Celebrity Endorsement and Country-of-Origin Image on the Purchase Intention of Thai Female Consumers Toward Korean Cosmetic Products by Nantinya Chang-hin and Pinyarada Metharom found that country-of-origin image, together with celebrity endorsers’ trustworthiness, expertise, and attractiveness, positively influenced Thai female consumers’ intention to purchase Korean cosmetics. Particularly important were perceptions of Korea’s quality and innovativeness, as well as endorser attributes that enhanced credibility and purchase motivation.

The article entitled The Influence of Customer Engagement and Antecedent Factors on Subscription Intention in Music Streaming Applications by Pongsaran Wongchanadech found that social media marketing influenced the intention to use paid music streaming services both directly and indirectly through customer engagement. Customer engagement played an important role in users’ continued intention to subscribe to paid services.

The second group of research articles focuses on management, entrepreneurship, and technology. The article entitled Entrepreneurial Dynamics: The Essence of Knowledge from Entrepreneurial Mindset to Entrepreneurial Orientation by Suang-I Anunthawichak identified six major themes of entrepreneurial dynamics: cognitive adaptability, learning agility, innovation capability, leadership and organizational climate, dynamic capabilities, and methodological foundations. An entrepreneurial mindset influenced entrepreneurial orientation through learning and innovation. At the same time, entrepreneurial orientation could, in turn, shape an entrepreneurial mindset, reflecting a dynamic and reciprocal relationship between the two concepts.

The article entitled Digital Technological Usage Intensity and Performance of Listed Companies in the Stock Exchange of Thailand by Kanoknate Prempree and Patsakorn Singto found that the perceived usefulness of digital technology positively influenced the intensity of digital technology usage, which, in turn, positively influenced corporate performance. Companies with a high level of digital technology usage achieved better performance than those with a low level of usage.

The third group of research articles addresses finance, accounting, corporate governance, and sustainability. The article entitled Relationship between Environmental, Social and Governance Disclosure and Financial Performance of SET ESG Rating Listed Company by Weerawan Siripong et al. found that ESG disclosure was significantly and positively associated with return on assets (ROA) and return on equity (ROE). Environmental information was disclosed most extensively, followed by social and governance information, respectively. Moreover, disclosure across all three dimensions showed an increasing trend over the study period.

The article entitled Relationship Between Board Structure and Performance of Companies Listed on The Stock Exchange of Thailand Real Estate and Construction Industry by Sirinuch Nimtrakoon and Aphichaya Jongkol found that board size and the proportion of directors with financial and accounting expertise were positively associated with ROE, whereas the proportions of independent and female directors were negatively associated with ROE. Board remuneration was positively associated with Tobin’s Q, while the proportion of independent directors and the frequency of board meetings were significantly and negatively associated with Tobin’s Q.

The article entitled Factors Affecting the Working Capital of Savings Cooperatives in Thailand by Phinyada Thuamthong et al. found that capital growth positively influenced net working capital, whereas the debt-to-equity ratio and cooperative size had negative effects. Return on assets, revenue growth, and profit growth did not significantly influence net working capital.

The article entitled The Dynamics of Financial Retirement Planning: Financial Behavior, Health Literacy, and Financial Literacy with the Role of a Financial Advisor as a Mediating Variable in Thailand by Thanaphin Attarit found that financial behavior, financial literacy, and health literacy had positive direct effects on financial retirement planning. Financial behavior and financial literacy also had indirect effects through the role of a financial advisor. The role of a financial advisor had the strongest direct effect on financial retirement planning, and the model explained 79.0% of the variance in financial retirement planning.

The fourth group of research articles focuses on tourism, services, and community development. The article entitled Identity and Guidelines of Maintaining Creative Identity of Tapae Thasap Market in Yala Province by Apsorn E-sor et al. identified five important aspects of Thasap Subdistrict’s identity: the old-town ferry crossing, Baan Paju Haji, Lubok Diyae, the boat-shaped Thasap Subdistrict Municipality Office building, and goat’s milk. The study proposed preserving these distinctive identities through festivals connecting local stories, ways of life, food, and significant community sites to promote creative tourism at Thaphae Thasap Market.

The article entitled A Structural Model of Perceived Service Quality, Wellness Tourism Experience, and Destination Loyalty among International Tourists in Phuket by Nongrat Sansompron et al. found that spa programs and uniqueness positively influenced overall perceived quality, whereas facilities and staff did not have significant effects. Overall perceived quality and tourism experience positively influenced destination loyalty. Tourism experience also partially mediated the relationship between overall perceived quality and destination loyalty.

Overall, the articles in this issue encompass a broad range of knowledge in business administration, from marketing and consumer behavior, management, and technology adoption to finance, corporate governance, sustainability, tourism, services, and community development.

The Editorial Board sincerely hopes that the articles published in this issue will benefit students, scholars, entrepreneurs, organizational executives, and others interested in business administration by enabling them to apply and extend this knowledge in both academic and practical contexts.