Nakhon Ratchasima Journal of Humanities and Social Sciences

Quality Assessment Guidelines and Management Strategies for the Health and Beauty OEM Industry: An ADLI Framework Approach

2026-03-01T15:22:29+07:00

This academic article proposes a process quality assessment framework based on the ADLI model (Approach, Deployment, Learning, and Integration) to enhance management and development strategies in Thailand’s health and beauty OEM industry. The study employs a systematic synthesis of academic literature and an integrative analysis of empirical quantitative and qualitative research related to marketing management, ethical leadership based on the Buddhist principles of Iddhipāda IV and Brahmavihāra IV, and Environmental, Social, and Governance (ESG) practices within OEM enterprises in Samut Sakhon and direct-selling networks.The findings indicate that the overall process quality of the OEM industry is positioned at the “Systematic Improvement” level. Strengths are primarily observed in the Approach dimension, particularly in the integration of ethical leadership into human capital management, and in the Deployment dimension, which emphasizes customer-oriented operational strategies. However, developmental gaps remain in the Learning and Integration dimensions, particularly in the application of big data analytics for innovation and the alignment of ESG initiatives with core operational systems.The study proposes an ADLI-based strategic assessment framework across five strategic pillars competitiveness, innovation, sustainability, human capital, and branding to support organizational self-assessment and strategic improvement. The framework provides practical insights for executives and policymakers seeking to strengthen strategic capability and enhance the global competitiveness of Thailand’s health and beauty OEM industry.

Path Optimization of Sino-Thai Education Collaborative Talent Cultivation Based on OBE Theory

2026-03-08T23:10:23+07:00

Against the backdrop of the deep integration of China’s Belt and Road Initiative and Thailand’s 4.0 Initiative, Sino-Thai educationalcooperation has stepped into a high-quality development stage. However, the traditional cooperation model faced prominent bottlenecks, including thedisconnection between educational objectives and industrial demands, insufficient cross-school curriculum synergy, and a rigid single evaluation system. These issues have hindered the cultivation of interdisciplinary talents. Taking Zhejiang Yuexiu University (ZYU) as a case study, this paper explored the optimization paths of Sino-Thai educational collaborative talent cultivation under the guidance of Outcome-Based Education (OBE) theory. The research identified four optimization paths, namely (1) anchor collaborative education goals based on OBE’s goal orientation, (2) co-construct curriculum system based on OBE’s outcome-oriented instructional design, (3) innovate teaching models based on OBE’s student-centeredness, and (4) improve multi-evaluation mechanism based on OBE’s continuous improvement. Furthermore, each path is elaborated with specific practices. Guided by the core tenets ofOBE, namely goal orientation, student-centeredness, and continuous improvement, the four optimization paths realized the precise alignment of talent quality assurance system. The practical practices of the university verified the effectiveness of the OBE-based optimizationpaths. Furthermore, the university provided cultivation with Sino-Thai industrial needs, the deep integration of Sino-Thai educational resources, the effective improvement of cross-cultural teaching effectiveness, and the construction of a closed-loop talent cultivation a replicable practical paradigm for Sino-Thai educational cooperation and the cultivation of international compound talents in higher education institutions.

Causal Analysis of Place-Based Community Learning on Digital Innovator Competencies of Upper Secondary School Students

2026-01-19T17:30:19+07:00

This quasi-experimental study investigated the causal effects of place-based community learning on digital innovator competencies among upper secondary school students. Using a non-equivalent control group design with pretest-posttest measurements, this study (N=120 urban secondary students, northern Thailand) compared place-based community learning (n=60) versus traditional instruction (n=60) using pretest-posttest design. Digital innovator competencies were measured across sixdimensions: creativity and imagination, design thinking, digital technology skills, innovative problem-solving, collaboration and communication, andadaptability and lifelong learning. Data were analyzed using paired t-tests, independent t-tests, and ANCOVA to control for pretest scores, with effect sizes reported using Cohen’s d and partial eta squared. Results indicated that students in the experimental group demonstrated significantly higher digital innovator competencies than those in the control group (p < .05), with medium to large effect sizes across all competency dimensions. ANCOVA analysis confirmed the causal relationship between place-based community learning and competency development after controlling for baseline differences. Results provide robust evidence (Cohen’s d = 0.67-1.51) for place-based learning’s effectiveness in developing 21st century competencies, with implications for curriculum design and teacher development.

Development of Chinese Vocabulary Learning Media via Instagram for Upper Secondary School Students in Science, Mathematics, and Technology Programs

2026-02-20T14:48:24+07:00

With China’s growing influence in the global economy, trade, and technological innovation, proficiency in the Chinese language has become an essential competency, particularly for students in science, mathematics, and technology programs who require specialized vocabulary. Within the context of educational technology, this study aimed to: (1) design and develop digital Chinese vocabulary learning media via Instagram that integrate daily-life and science–mathematics–technology content, achieving an efficiency criterion of 70/70 (E1/E2); (2) examine the effectiveness of the developed media by comparing students’ learning achievement before and after instruction; and (3) investigate learners’ satisfaction with the Instagram-based learning media. The participants were 120 upper secondary school students from Triamudomsuksanomklao Nakhonratchasima School, selected through purposive sampling. A mixed-methods research approach was employed. Quantitative data were collected through achievement tests and satisfaction questionnaires, while qualitative data were obtained from semi-structured interviews. Data analysis involved descriptive and inferential statistics as well as content analysis.

The findings indicated that: (1) the developed digital learning media demonstrated high instructional efficiency, with E1/E2 values of 87.08/77.33, exceeding the established criterion; (2) students’ post-test scores were significantly higher than their pre-test scores at the .01 level (t = −35.7, df = 119, p < .001); and (3) learners reported a high level of satisfaction with the media (𝑥̄ = 3.73, S.D. = 0.79). These results suggest that Instagram-based Chinese vocabulary learning media represent an effective educational technology tool that enhances learning outcomes and meets the learning needs of upper secondary students in science, mathematics, and technology programs.

Thai Cursing Rituals and Anti-Corruption: Symbolic Strength and Social Function

2026-03-06T12:59:20+07:00

Cursing rituals in Thai society signify culturally ingrained symbolic activities that are increasingly utilized in reaction to perceived corruption and institutional inadequacy. This study seeks to analyze the role of these rituals as instruments of symbolic authority and informal accountability in modern anti-corruption frameworks. The study utilizes a qualitative interpretative research design, employing a multiple-case approachgrounded in publicly documented ritual acts linked to corruption claims. Data were gathered from media reports, public pronouncements, and digital sources, and analyzed using thematic and interpretive discourse analysis guided by the theoretical frameworks of symbolic power and accountability.

The findings indicate that cursing rituals function as mechanisms of moral framing, converting technical accusations of corruption into culturally significant tales of guilt, justice, and moral violation. These strategies create emotional engagement and public visibility through symbolic classification, performative language, and ritual dramatization. Media amplification broadens their influence, allowing ritualized condemnation to serve as a mechanism of informal accountability by exerting reputational pressure on the accused individuals and institutions. Nonetheless, the study reveals that these rituals are fundamentally limited by their absence of legal authority, reliance on collective belief systems, and susceptibility to political interpretation.

This study enhances the interdisciplinary comprehension of governance by illustrating that ritual behaviors can function as culturally rooted, yet context-specific, instruments of informal accountability. It further posits that successful anti-corruption programs must amalgamateinstitutional reform with a focus on the symbolic and communicative aspects of public trust and legitimacy.