Khalid, Bilal
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Preferred name
Khalid, Bilal
Alternative Name
Khalid, B.
Main Affiliation
Email
bilal.kh@kmitl.ac.th
43 results
Now showing 1 - 10 of 43
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Item type:Publication, Revolutionizing marketing strategies: Analyzing guerrilla marketing, brand image, and brand awareness impact on Gen y purchasing decisions(2024-09-01)The rise of digital technology and social media platforms has made traditional marketing approaches less effective in capturing the attention of the tech-savvy Generation Y. There has been an increased interest in guerrilla marketing tactics, which employ unconventional strategies to engage consumers. This study investigated the impact of guerrilla marketing, brand image, and brand awareness on the purchasing decisions of Generation Y consumers. The study adopted the Hierarchy-of-Effects Theory and conducted an empirical study the following constructs: viral marketing, ambush marketing, buzz marketing, street graphics marketing, brand awareness, brand image, and purchase decision. Data was collected from 442 Generation Y respondents in Thailand. Confirmatory factor analysis was used to analyse the model and construct's reliability. At the same time, the partial least squares structural equation modelling technique was adopted to explore the relationship of the study constructs. The results indicated that the purchase decision of Generation Y was significantly influenced by ambush marketing, buzz marketing, and street graphics marketing. The research revealed that brand image and brand awareness exerted a substantial impact on purchase decisions and served as key mediators in the relationship between guerrilla marketing and purchase decisions among Generation Y. The study emphasised the importance of guerrilla marketing techniques and leverage of the power of social media to influence purchase behaviour. Marketing managers should consider these techniques to attract Generation Y. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Factors Affecting Online Fitness Platforms Users' Intention to Use(2023-01-01); As the standard of living in society continues to rise, more and more individuals are engaging in fitness activities. With the impact of COVID-19 on society, people are gradually realizing the importance of health. Online fitness platforms have been developed to solve some of the problems of the traditional fitness industry. However, if the industry builders of online fitness platforms want to make the platform a good prospect for development, they must understand the user's intention and clarify the factors that influence the user's intention of using online fitness platforms. Due to cost and other reasons, this study was conducted in Wuqing District, Tianjin, and the sample was collected only from this area. The population in the survey area who did not use the online fitness platform was approximately 1,038,153 according to the survey and statistics. This study examined user characteristics, social environment, community influence, publicity and promotion of the platform, perceived usefulness, perceived ease of use, perceived value, and perceived trust, all based on the Technology Acceptance Model (TAM). 385 respondents who had not used an online fitness platform were invited to participate in the online survey for this study. The data were analyzed using descriptive, correlation, and multiple regression analyses. It was concluded that social environment, community influence, perceived ease of use, and perceived value all had a positive impact on the intention to use. The above predictor variables have approximately 82 % explanatory power. This study further enriches the literature of previous related studies, which can enable relevant companies to improve the quality of the platform itself and enhance the positive perception of online fitness platform users. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Moocs adoption in higher education: A management perspective(2021-01-01); ; The purpose of this research is to investigate the factors affecting the Behavioral Intention (BI) to use Massive Open Online Courses (MOOCs) in Thailand. The study adopted the Unified Theory of Acceptance and Use of Technology (UTAUT) Model with an extension to include two variables of Perceived Autonomy (PA) and Absorptive Capacity (AC). The study has also investigated the moderating effects of Culture (CUL) on the relationship between the independent and dependent variables. The study was conducted using primary data collected from 490 respondents, who were university students and intended to use MOOCs. The study used structural equation modelling (SEM) to evaluate the relationship between study variables in AMOS 26. The findings of the study indicated that Perceived Autonomy (PA) was found to have a positive and significant effect on Behavioral intention to use MOOCs (BI); Facilitating Conditions (FCS) has a positive and significant effect on Behavioral intention to use MOOCs (BI). Absorptive capacity (AC) has a positive and significant effect on Behavioral intention to use MOOCs (BI); Social Influence (SI) has a positive and significant effect on Behavioral intention to use MOOCs (BI). However, the results indicated that Performance Expectancy (PE) and Effort Expectancy (EE) have a non-significant effect on BI. Additionally, Perceived Autonomy has a positive and significant effect on Performance Expectancy and Effort Expectancy. The results of interaction between Culture and independent variables (PE, EE, SI, FC, AC, & PA) indicated that CUL does not moderate any relationship with dependent variable (BI). This research is considered very critical during the period of COVID-19 pandemics, where most learning is being conducted online. Therefore, the policymakers in the education sector in Thailand, and the heads and management of institutions of higher learning could benefit from the findings of this research. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The impact of accounting information systems on performance management in the banking sector(2021-08-31); Kot, MichalThis study investigated the impact of Accounting Information Systems (AIS) on performance management in Thailand's banking sector. The study was necessitated by the need to understand the financial performance of banks in Thailand in application of advanced management techniques, business developments, growth of the current contemporary business environment and the intensive competitive business environment in the banking sector. The research used purposive sampling to content analyze the financial statements of six major commercial banks in Thailand from 2011-2019. These banks include the Siam Commercial Bank Public Company Limited, Krung Thai Bank Public Company Limited, Bangkok Bank Public Company Limited, Bank of Ayudhya Public Company Limited, Thanachart Bank Public Company Limited, and Kasikorn Bank Public Company Limited. The study comprised of four independent variables representing the AIS: Total Assets, Operational Assets, Total Liabilities and Earning After-Tax; and one dependent variable of Return on Equity. Correlations and multiple regressions were applied to answer the study hypotheses. The results of the study indicated that Total Assets, Operating Assets and Earnings after Tax have a positive and significant effect on Return on Equity. Additionally, Total Liabilities were found to have a negative and significant relationship with Return on Equity. Overall, the study found that AIS has a significant and positive effect on performance management, and the study recommended that AIS should be considered as a critical aspect if long-term growth in performance management is a business objective of the organization. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Stochastic algorithms for managing the flows of material resources of a logistics hub(2021-01-01) - Some of the metrics are blocked by yourconsent settings
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Item type:Publication, Entrepreneurial insight of purchase intention and co-developing behavior of organic food consumption(2021-12-30)The purpose of this study is to investigate the entrepreneurial insight of purchase intention and co-developing behavior of organic food consumption in Thailand during the COVID-19 pandemic. The study is unique because it considers the management of changing lifestyle and eating habits of people occasioned by the increasing global health awareness brought about by the pandemic. The study has adopted the Stimuli-Organism-Response (SOR) paradigm to provide a conceptual model that incorporates corporate image and consumer engagement literature. The research used primary data collected from consumers in major cities across Thailand. The data was collected using a structured questionnaire. The hypotheses of the study were evaluated using Structural Equation Modeling (SEM). The findings of the study indicated that corporate image and corporate social responsibility have a strong influence on consumer trust. Corporate image and corporate social responsibility also have a positive and significant effect on personal values. Consumer trust and personal values were found to influence purchase intention significantly and positively, while purchase intention positively influenced co-developing behavior. Both consumer trust and personal values were found to positively mediate the relationship between corporate image, corporate social responsibility and purchase intention. The study recommended that business management should emphasize and cultivate a strong corporate image and corporate social responsibility image, which would increase customers' trust, their interactions, and interactions with the business, and the resultant purchase intention and co-developing behavior. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, GAMIFICATION AND ITS INFLUENCE ON FINANCIAL MANAGEMENT BEHAVIORS OF YOUNG INVESTORS(2023-01-01); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Emergence of new business environment with big data and artificial intelligence(2019-08-23); ; The research paper aims to study the factors related to incorporation of the artificial intelligence and big data in the business environment leading to rapid transformation leading to businesses expansion while riding the market trends, taking over of the competitions and other dynamics of the business environment. The need of conducting this research evolved from the recent events which have put many data mining companies under fire with the uncovering of the Big-Data scandals, manipulating and directing consumers’ mindsets among masses to affect the favorable impressions. Furthermore, it has been also observed that business tends to seek assistance through its professionals, corporate and social networks to have price parity to achieve its strategic business goals and objectives. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Understanding Stakeholders Needs for Using Blockchain Based Smart Contracts in Construction Industry of Thailand: Extended TAM Framework(2020-06-01); ; Traditionally, the contractual transactions between untrusted parties were generally carried out in a centralized form, requiring a trusted third party to act as a witness, and make them legally binding, enforceable and trustful. However, the process of involving a third party is associated with high expenses and delays. The Blockchain technology has been developed to address these issues, by allowing parties to enter into contractual agreements without involvement of third parties. The contract allows conducting of trusted agreements and transactions between unknown parties without the need of having an enforcement mechanism, trusted third party or legal system. In the construction sector, the smart contracts would help eliminate the slow, expensive and brittle transactions, associated with integrity and transparency issues due to potential records manipulation of the traditional contracts. This study focused on designing a blockchain smart contract adoption model and understanding stakeholders' needs for using blockchain-based smart contracts in construction industry. The study proposed the extended Technology Acceptance Model, which illustrates the constructs around the adoption and use of the blockchain smart contracts in Thailand construction sector. The model suggests that factor such as perceived financial costs, facilitating conditions, trust and readiness has influence on the construct of perceived usefulness (PU) and perceived ease of use (PEOU), which affects the behavioral intention to use the blockchain smart contracts in construction industry of Thailand.