https://so13.tci-thaijo.org/index.php/AJMI <p>The first volume (Volume 1 Number 1) of AJMI was published in June 2014. The goal of AJMI is to publish insightful, original and timely research that describes or potentially impacts management and/or innovation within the ASEAN context. AJMI is multidisciplinary in scope and encourages interdisciplinary research. The journal welcomes submissions in all topics related to management, as well as topics related to innovation; regardless of discipline or subject area.</p> <p>Topics that are either distinctly ASEAN-related or regional or international in scope, but of relevance to ASEAN readers are encouraged. In addition to empirical research, AJMI accepts conceptual papers as well as papers that provide new insights into previous work and/or conventional wisdom. Also accepted are structured/systematic literature reviews that follow a specific methodology. Manuscripts that are simply literature reviews are generally discouraged. It will publish two issues per year.</p> <p><strong>PERIODICITY</strong></p> <p>Twice Yearly</p> <p>First Issue: January – June</p> <p>Second Issue: July – December</p> <p>ASEAN Journal of Management &amp; Innovation (AJMI) is an academic journal listed in Thailand Citation Index (TCI, Tier 2) and ASEAN Citation Index (ACI) available online. ISSN 2351-0307</p> <p><strong>We urge all researchers, scholars, and students to visit our website for pertinent articles from local and international contributors that can be useful for their own research. </strong></p> <p> <strong>MISSION STATEMENT</strong></p> <p>The goal of AJMI is to publish insightful, original and timely research that describes or potentially impacts management and/or innovation within the ASEAN context. AJMI is multidisciplinary in scope and encourages interdisciplinary research. The journal welcomes submissions in all topics related to management, as well as topics related to innovation; regardless of discipline or subject area.</p> <p>Topics that are either distinctly ASEAN-related or regional or international in scope, but of relevance to ASEAN readers are encouraged. In addition to empirical research, AJMI accepts conceptual papers as well as papers that provide new insights into previous work and/or conventional wisdom. Also accepted are structured/systematic literature reviews that follow a specific methodology. Manuscripts that are simply literature reviews are generally discouraged.</p> <p>Relevant topics include, but are not limited to: </p> <ul> <li>Management &amp; Marketing</li> <li>Finance, Banking &amp; Accounting</li> <li>Human Resource Management</li> <li>International Business Management</li> <li>Project Management</li> <li>Technology and Innovation Management</li> <li>Operations &amp; Supply Chain Management</li> <li>Tourism, Leisure and Hospitality Management</li> <li>Entrepreneurship</li> <li>Organizational Behavior</li> <li>Business Ethics</li> </ul> <p><strong>PERIODICITY</strong></p> <p>Twice a year publication:</p> <ul> <li>First Issue: January – June (submission deadline in March).</li> <li>Second Issue: July – December (submission deadline in August).</li> </ul> <p> <strong>ARTICLE SUBMISSION</strong></p> <p>All submissions and correspondence should be sent to <a href="mailto:ajmi@stamford.edu">ajmi@stamford.edu</a></p> <p>A <strong>strong standard of English</strong> is expected, which means that authors who are non-native speakers may need to have their articles proofread by a qualified person prior to submitting them to AJMI.</p> <p>Articles must be submitted electronically in Word format. To submit a paper, go to the Journal Management System at <u>ajmi.stamford.edu</u> and register as an author(s), and upload the file containing the paper.</p> <p>Articles will be accepted to a maximum of 5,000 words (not including references).</p> <p>Submission of an article to AJMI implies a commitment by the author(s) to publish in the journal.</p> <p>In submitting an article to AJMI, the author(s) vouch that the article has neither been published, nor accepted for publication, nor is currently under review at any other location, including as a conference paper. If the article is under review elsewhere, it will be withdrawn from the submission list.</p> <p>In addition, the author(s) also agree that the article shall not be placed under review elsewhere while the review process at AJMI is ongoing.</p> <p>If the article is accepted for publication, the author(s) further guarantee not to withdraw it for submission to publish elsewhere. </p> <p><strong>ETHICS CLEARANCE CERTIFICATE</strong></p> <p>Ethics Clearance Certificate is now required as part of the submission process of an article of our journal, ASEAN Journal of Management and Innovation (AJMI), which means that any author seeking publication in AJMI must submit an Ethics Clearance Certificate together with the manuscript to be reviewed. Please note that any paper submitted without a valid Ethics Clearance Certificate will not be considered for publication.</p> <p><strong>PUBLICATION FEE</strong></p> <p>Commencing on July 11, 2024, and Volume 11 Number 2 (July-December 2024), AJMI will initiate the collection of a publication fee for all accepted and published papers. The fee is established at 4,500THB and is compulsory upon the author's receipt of the acceptance letter. As stated in Section 6 (Duties of Authors), “Submission of an article to AJMI for review implies a commitment by the author(s) to publish in the journal.”</p> <p> <strong>REVIEW PROCESS</strong></p> <p>AJMI uses a “double-blind peer review system,” meaning that the authors do not know who the reviewers are and the reviewers do not know who the authors are. All submitted manuscripts are to be reviewed by three expert reviewers per paper. Reviewers are chosen on the basis of their expertise in the topic area and/or methodology used in the paper.</p> <p>Each article is judged based solely on its contribution, merits, and alignment with the journal’s mission. Should any revision be required, our instructions to authors are designed to move authors towards a successfully published article. </p> <p> <strong>RESEARCH COMPONENTS</strong></p> <p>The article should include the following components:</p> <ul> <li>An introduction</li> <li>A review of the relevant literature </li> <li>An outline of the research methodology/ research design</li> <li>Research findings</li> <li>A discussion of the results</li> <li>A conclusion and policy recommendations/ recommendations to managers</li> </ul> <p> The complete Journal guideline for authors can be downloaded from "AJMI Guideline for Authors" in the Submissions page.</p> Stamford International University en-US ASEAN Journal of Management & Innovation 2351-0307 https://so13.tci-thaijo.org/index.php/AJMI/article/view/2445 <p>Editorial Board Team</p> Phatrakul Phaewprayoon Copyright (c) 2025 ASEAN Journal of Management & Innovation 2025-07-15 2025-07-15 12 2 https://so13.tci-thaijo.org/index.php/AJMI/article/view/3050 <p>Editor's Message</p> Atiporn Gerdruang Copyright (c) 2025 ASEAN Journal of Management & Innovation 2025-11-10 2025-11-10 12 2 https://so13.tci-thaijo.org/index.php/AJMI/article/view/2988 <p>Table of Contents</p> Phatrakul Phaewprayoon Copyright (c) 2025 ASEAN Journal of Management & Innovation 2025-10-27 2025-10-27 12 2 https://so13.tci-thaijo.org/index.php/AJMI/article/view/1283 <p><em>Marketing 6.0: The Future Is Immersive</em> is the latest installment in the influential series on modern marketing by Philip Kotler, the S.C. Johnson &amp; Son Distinguished Professor (Emeritus) of Kellogg School of Management, co-authored with Hermawan Kartajaya and Iwan Setiawan. The book offers a forward-looking investigation of the evolving marketing landscape in the era of artificial intelligence and the metaverse. Building on the foundations laid in their preceding works, this book delves into the integration of immersive technologies and discusses the topical concept of metamarketing, which underlines the need for immersive experiences that blend physical and digital interactions to engage target customers seamlessly. The authors aim to provide marketers with the tools and insights needed to navigate the rapidly changing, technology-led market environment. The book addresses the challenges and opportunities presented by the rapid advancement of technology and the changing expectations of consumers in a hyper-connected world.&nbsp;</p> Thittapong Daengrasmisopon Copyright (c) 2025 ASEAN Journal of Management & Innovation 2025-07-15 2025-07-15 12 2 1 4 https://so13.tci-thaijo.org/index.php/AJMI/article/view/1587 <p>This research aimed 1)to study the influence of Chinese travel applications content marketing on Chinese people's travel decisions in Bangkok, Thailand 2) to study the influence of travel applications on users' perception from three dimensions: information, price and feedback 3) to study the influence of users' perception on users' travel decisions from three dimensions: destination image perception, perceived value and perceived trust and 4) to study the mediating effects of perception of users on the relationship between content marketing and decision making. The sample group was Chinese people who have already been in Bangkok and have used at least one Chinese travel application. Select samples by snowball sampling method. The instruments used were questionnaire star to distribute and collect data. The statistics used were Amos statistics processing tool. The research results were found as follows:1)The information and feedback on travel applications have significant effect on users’ perceptions and users’ travel decision. 2) The destination image perception, perceived value and perceived trust have significant effect on users’ travel decision. And 3)The price on travel applications doesn’t have significant effect on users’ perceptions and users’ travel decision.4)It was found that the effect of user perception on the relationship between content marketing and decision making was only partially significant.</p> Rui Wang Copyright (c) 2025 ASEAN Journal of Management & Innovation 2025-07-15 2025-07-15 12 2 5 25 https://so13.tci-thaijo.org/index.php/AJMI/article/view/1992 <p>Digital communication technologies have transformed tourism promotion, necessitating new cultural communication models for temple tourism in post-pandemic era. The purposes of this research aimed to 1) Develop the cultural meaning and communication model 2) Evaluate the suitability of the model 3) Determine tourists’ satisfaction toward the use of the model through the Line official account system. This research was the qualitative study divided into 3 phases as follows: 1) Synthesising the model through the document synthesis techniques, 2) Assessing the suitability of the model by 9 experts, and 3) The model was tried out with 492 tourists via Line official account. They were selected using purposive sampling method. The data collection tools included 1) recordings and synthetic document forms, 2) suitability evaluation forms, and 3) satisfaction surveys on the usage system. The results revealed that the cultural meaning and communication model through the Line official account system consisted of five components: 1) Attracting and interesting information, 2) Fundamental and necessary information, 3) A Reliable source of information, 4) Updatable information, and 5) Feedback information. The aforementioned model was found to be highly suitable for use and yielded a high overall level of satisfaction. The tourists' satisfaction with the development of the cultural meaning and communication model through the Line official account system was at a high level.</p> Suwisa Jaratkamolpong Athirhat Nunkuntee Copyright (c) 2025 ASEAN Journal of Management & Innovation 2025-07-15 2025-07-15 12 2 26 46 https://so13.tci-thaijo.org/index.php/AJMI/article/view/1698 <p>This study explores the transformation of problematic employees into contributing members within the framework of positive workplace environments. Grounded in transformational leadership theory, interpersonal relationship theory, and strengths-based psychological frameworks, the research examines how leadership behavior, emotional intelligence, and organizational culture collectively influence employee rehabilitation. Employing a qualitative multiple-case study design, data were gathered through semi-structured interviews with 12 key informants in Cebu City, including supervisors, human resource officers, department heads, and previously problematic employees. Thematic analysis, guided by Braun and Clarke’s six-phase framework, revealed five major themes: leadership approaches, relationship-building and emotional dynamics, organizational culture and climate, strength-based interventions and empowerment, and employee engagement and transformation outcomes. Findings emphasize that individualized leadership, psychological safety, empathetic relationships, and recognition of employee strengths play critical roles in behavioral improvement and reintegration. The study presents a strategic, concentric framework showing how outer layers of leadership and culture support inner transformations in motivation, behavior, and organizational commitment. This model provides practical implications for human resource management, emphasizing the importance of holistic and person-centered strategies in resolving performance challenges. The research contributes to both theoretical discourse and applied practice by reframing problematic employees as potential assets whose transformation can be cultivated through structured, supportive leadership and development systems.</p> Jiomarie B. Jesus Ma. Rosalina A. Besario Rocel I. Navaja Princess Grace Pasignajen-Booc Lucia A. Suello Maria Erika Jumao-as Escorial Copyright (c) 2025 ASEAN Journal of Management & Innovation 2025-07-24 2025-07-24 12 2 47 62 https://so13.tci-thaijo.org/index.php/AJMI/article/view/1595 <p>The purpose of this study was to examine the impact of good corporate governance on Thai real estate companies' firm performance. This research was quantitative in nature. One respondent from each of the 1,047 registered real estate companies in Thailand made up the population used in this study. A sample size of 285 participants was obtained through the use of simple random sampling. The data collection instrument was a questionnaire created by the researchers.&nbsp; Multiple Regression Analysis, Pearson Product Moment Correlation, VIF, Mean, and S.D. were among the statistical techniques employed in the study.</p> <p>The results showed that: (1) Real estate companies had relatively high levels of corporate governance across all five dimensions. (2) The real estate companies' firm performance, overall and in both aspects, was at a high level. (3) All corporate governance variables were significantly correlated with firm performance at the 0.01 level, with Pearson Correlation Coefficients (r) ranging from 0.591 to 0.633. (4) The corporate governance dimensions of Integrity (X5), Accountability (X3), and Fairness (X1) had a positive impact on firm performance, with a predictive coefficient of 53.80% (R2 = 0.538).</p> <p>The regression equation in raw scores could be written as:</p> <p>Y = 1.709 + 0.256(X3) + 0.197(X5) + 0.156(X1), and the standardized equation was: Zy = 0.346(X3) + 0.283(X5) + 0.189(X1).&nbsp;</p> Kanitpirom Wattanasan Kamrul Hasan Bhupesh Lohar Rosario Cano Garcia Chalee Phamonmontri Copyright (c) 2025 ASEAN Journal of Management & Innovation 2025-08-22 2025-08-22 12 2 63 73 https://so13.tci-thaijo.org/index.php/AJMI/article/view/1759 <p>Against the backdrop of the rapidly evolving internet and information technologies, traditional craft enterprises are progressively fortifying their e-commerce strategies to broaden their sales channels. However, distinct from other industries, online marketing possesses unique characteristics for traditional craft businesses that can significantly influence consumer behavior. This study aims to examine these characteristics and their specific impact on customer brand loyalty, proposing effective strategies to enhance market competitiveness. To achieve these objectives, the paper will provide a comprehensive review of existing research in this domain, both domestically and internationally. Methodologically, it will employ survey data and statistical analysis to meticulously dissect how the online marketing nuances of traditional craft enterprises affect consumer brand loyalty. Additionally, based on the findings, this study will offer thorough and practical insights and recommendations to both scholars and industry practitioners.</p> Liu Liang Sun Shuo Copyright (c) 2025 ASEAN Journal of Management & Innovation 2025-08-22 2025-08-22 12 2 74 94 https://so13.tci-thaijo.org/index.php/AJMI/article/view/1699 <p>Higher education is changing as a result of artificial intelligence (AI), nevertheless,&nbsp;different generations are still adopting AI at different levels because of differences in trust, digital literacy, and ethical concerns. The use, perceptions, and integration of AI in academic settings are examined in this study concerning generational identity. 10 key informants from Metro Cebu were carefully selected and interviewed using a qualitative grounded theory methodology. Millennial instructors and postgraduate students, Gen X and Baby Boomer administrators, Gen Z students, and institutional technology facilitators were among them. To uncover significant patterns, semi-structured interviews were analyzed using open, axial, and selective coding, strengthened by in progress comparative analysis. Four main themes emerged: cross-generational innovation, peer influence and digital practices, institutional support and ethical considerations, and generational attitudes toward AI. These influenced the creation of the Generationally Mediated AI Adoption Theory (GMAIAT), an innovative framework that suggests that complex generational mediation across cognitive, cultural, and normative dimensions determines AI adoption in higher education instead of simply technological access or perceived usefulness. Through the integration of generational perspectives with UTAUT and TPB constructs, this work contributes to the growing discussion on AI in education. It provides practical suggestions for creating frameworks for ethical AI use, inclusive digital education policies, and cross-generational professional growth. The results highlight the value of institutional preparedness and intergenerational communication in promoting ethical and long-term AI integration in higher education.</p> <p>&nbsp;</p> Jiomarie Jesus Genessa Basilisco Khay-c G. Gemodo Gloria E. Espiloy Cheryl M. Lucero Jeffy M. Sumilhig Copyright (c) 2025 ASEAN Journal of Management & Innovation 2025-09-12 2025-09-12 12 2 95 110 https://so13.tci-thaijo.org/index.php/AJMI/article/view/2061 <p>This study examined the effectiveness of digital lending in shaping the debt management behaviors of wage earners in Cebu City, Philippines, amid the increasing presence of financial technology in emerging economies. Guided by the Technology Acceptance Model (TAM) and the Financial Capability Framework, a descriptive-correlational design was used to analyze how the dimensions of digital lending accessibility, usage, and quality impact three key debt management strategies: STOP (budget restraint), PAY (repayment behavior), and CAUTION (informed borrowing). Using simple random sampling, 100 wage earners participated in a structured survey, and data were analyzed with descriptive statistics and multiple linear regression. The results showed that perceived quality of digital lending significantly affected PAY and CAUTION behaviors, while frequent usage was negatively related to STOP practices, revealing a behavioral paradox where greater access might reduce financial restraint. Accessibility, though rated positively, did not have significant effects. These findings suggest that digital lending systems should be combined with strong financial education, ethical platform design, and regulatory support. Therefore, the study recommends a targeted Financial Inclusion Program that includes digital debt literacy, transparent lending practices, and borrower protection measures to promote responsible and sustainable financial behavior among wage earners.</p> Danica Nelsen Esperanza Leovigilda L. Bithay Jiomarie B. Jesus Chesa Ople-Alviola Jeffy M. Sumilhig Genessa L. Basilisco Copyright (c) 2025 ASEAN Journal of Management & Innovation 2025-10-02 2025-10-02 12 2 111 127 https://so13.tci-thaijo.org/index.php/AJMI/article/view/2730 <p>This study explores the characteristics of “Future Organizations,” which are founded on the 3S capabilities: survive, succeed, and sustain. Researchers analyzed nine major organizational models from 2000 to 2024, specifically Agile, Ambidextrous, Digital, Innovative, High-Performance, Purpose-Driven, Resilient, Sustainable, and Teal, using a systematic literature review (SLR) of 206 articles, primarily published after the COVID-19 pandemic. The findings categorize 40 characteristics into eight areas: Leadership, Strategy, Structure, Technology, People, Culture, Process, and External Orientation, emphasizing adaptable structures, people-centered cultures, digital tools, and ethical leadership. While the study is rich in concept, it lacks empirical validation and sector-specific analysis. Future research should test this framework across different industries. The practical takeaway is a diagnostic tool for leaders, consultants, and policymakers to assess readiness and direct transformation efforts. This paper contributes by integrating insights from nine models into a unified, evidence-based framework, thereby enhancing our understanding of organizations that are prepared for the future.</p> Kititpat Jirawaswong Chiraprapha Akaraborworn Copyright (c) 2025 ASEAN Journal of Management & Innovation 2025-10-27 2025-10-27 12 2 128 144 https://so13.tci-thaijo.org/index.php/AJMI/article/view/2989 <p>Guideline for Authors</p> Phatrakul Phaewprayoon Copyright (c) 2025 ASEAN Journal of Management & Innovation 2025-10-27 2025-10-27 12 2 145 152