Khalid, Bilal
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Preferred name
Khalid, Bilal
Alternative Name
Khalid, B.
Main Affiliation
Email
bilal.kh@kmitl.ac.th
29 results
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Item type:Publication, Students’ use behavior towards e-learning tools during COVID-19 pandemics: Case study of higher educational institutions of Thailand(2021-12-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Comparative analysis of variables that influence behavioral intention to use MOOCs(2022-04-01); ; - Some of the metrics are blocked by yourconsent settings
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, Emotional Brand Attachment as a Pathway to Brand Nostalgia, Brand Involvement and Brand Forgiveness(2025-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Determinants of Audience Engagement among Virtual YouTubers(2025-12-31)Developments in the digital space have enabled VTubers to emerge as a transformative force in digital entertainment; this they achieve by combining the concepts of virtual avatars, live streaming, and community-driven content creation. Their ability to engage audiences is critical for loyalty creation and continued entertainment. Nonetheless, the engagement of traditional influencers has been studied and elaborated upon in many studies, and relatively few studies exist that examine the interacting factors of engagement wholly within the unique VTuber ecosystem. Therefore, this study explored the determining factors of audience engagement by VTubers, and to which extent they achieve it. A conceptual framework was developed borrowing from Cultural Studies Theory, Social Presence Theory, Uses and Gratification Theory, and Thai contextual factors. The study adopted a quantitative methodology utilizing primary data collected from VTuber fans. A sample of 433 respondents was used. The data was analysed using structural equation modelling to evaluate the set hypotheses. The results revealed that VTubers' audience engagement was significantly and positively influenced by content quality, interactivity, language proficiency, cultural relevance, localised humour, community involvement, and perceived entertainment. The results also indicated that perceived entertainment mediated the effect of VTuber personality, interactivity, language proficiency, localised humour, virtual aesthetic appeal, and community involvement on audience engagement. The study recommended that VTubers and other content creators should consider developing engaging, emotionally stimulating content. They should also invest in language adaptability. VTubers should also leverage community involvement as an extension beyond the visual aesthetic. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, DETERMINANTS OF AI-BASED APPLICATIONS ADOPTION IN THE AGRICULTURAL SECTOR – MULTI-GROUP ANALYSIS(2024-01-01); ; ; - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Entrepreneurial orientation and sme performance: The mediating role of learning orientation(2021-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Exploring the adoption of photovoltaic cleaning robots: An institutional management approach(2024-09-01); There is increased adoption of renewable energy, particularly photovoltaic (PV), as a major source of clean and environmentally friendly energy. With the wide application of PV technologies, commonly called solar panels, their appropriate maintenance and cleaning are vital for optimum PV energy generation. The research focuses on exploring the various factors attributed to influence the want, intention and need to use PV panel cleaning robots in Thailand from an institutional management perspective. The study adopted the extended C-TAM-TPB by adding three more variables-Trust in technology, awareness of renewable energy, and environmental concern. A quantitative approach was used, where primary data was collected from PV institutional users. A population sample of 411 respondents was used. The confirmatory factor analysis (CFA) came in handy in evaluating the performance model, with the study's hypotheses being evaluated by the structural equation modeling (SEM). Results indicated that most of the subjective behaviors, perceived behavioral controls, and trust in technology played a key role in determining the intention and need to use solar panel cleaning robots. Perceived usefulness was found to have significant influence towards PV panel adoption. The influence of attitude was mediated by several factors – environmental concern, renewable energy awareness, trust in technology. The study recommended that the institutional users of solar panels should consider investing in knowledge regarding perceived behavioral control, developing confidence in the use of renewable and sustainable energy, and developing trust of the renewable and sustainable energy technologies. This could be achieved through programs such as public awareness, sharing accurate information regarding solar panel cleaning robots, and providing support and after sales support. Educational initiatives to change users' attitudes toward renewable energy technologies were recommended. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Economic Shockwaves of the Russia-Ukraine Conflict and Energy Sources Prices – The Impact on International Energy Markets(2024-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Digital payment system innovations: A marketing perspective on intention and actual use in the retail sector(2021-09-01); ; This study empirically investigated the marketing perspectives of behavioral intention and the actual use of digital payment solutions as electronic innovation for retail purchases in Thailand. This is important as leveraging digital innovation can be applied to minimize physical contact between retailers and customers, especially in the COVID-19 era. The UTAUT model was used and extended to include attitude, social distancing, and perceived risk variables. The study was conducted using primary data collected from 467 Thai respondents who used digital payment systems as a means of payment in retail purchases. The study data were collected employing a structured questionnaire. Techniques used in data analysis include Confirmatory Factor Analysis and Structural Equation Modeling. The results from the data analysis highlighted that behavioral intention to use digital payment innovation in Thailand was influenced by Perceived Risk (PR), Facilitating Condition (FC), Performance Expectancy (PE), and Attitudes (AT) of people. The study also revealed that exploring the marketing perspectives, Behavioral Intention (BI) significantly influenced the Actual Use (AU) of digital payment systems. The implication is that stakeholders in retail and financial sectors, such as banks and other digital payment providers, should consider aspects of people's attitudes and perceived risk as they influence the use and adoption of innovative digital payment solutions. Thus, it is, appropriate to propose policies and regulations that promote the effective use of digital payment systems in the Thai retail sector.