https://so10.tci-thaijo.org/index.php/NIDABJ/issue/feed 2026-09-07T09:58:15+07:00 Assoc. Prof. Aekkachai Nittayagasetwat, Ph.D. nidabusinessjournal@yahoo.com Open Journal Systems <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]"><em><strong>NIDA Business Journal</strong> </em>is an academic journal in business administration published by the NIDA Business School, National Institute of Development Administration. The journal aims to disseminate high-quality research and academic articles in business administration and related disciplines, while serving as an academic platform for knowledge exchange among scholars, researchers, students, and practitioners in both the business and public sectors.</p> <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]">The journal is published online (Open Access) twice a year: Issue 1 (January–June) and Issue 2 (July–December). Each issue publishes 4–5 peer-reviewed research articles and academic articles. Additionally, the journal may consider publishing book reviews and invited articles upon invitation or at the discretion of the editorial board to further promote the exchange of knowledge and academic perspectives in related fields.</p> <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]">Submitted manuscripts must be original works that have not been previously published elsewhere and are not under consideration for publication by other journals. All manuscripts undergo plagiarism detection screening using standard plagiarism detection software and a rigorous quality assessment process by at least three qualified peer reviewers with relevant expertise from various institutions, both internal and external, through a double-blind peer review process to ensure that published works meet national and international academic journal standards.</p> <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]">The editorial board is responsible for conducting an initial screening of manuscript suitability before sending them to peer reviewers and holds the final decision-making authority regarding the publication of manuscripts, based on academic quality, research ethics, and alignment with the journal's scope.</p> <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]">NIDA Business Journal is committed to developing and maintaining quality standards consistent with the Thai Journal Citation Index Centre (TCI) evaluation criteria and international databases, while supporting the creation of both theoretical and practical knowledge that can be applied to business administration and sustainable organizational development.</p> <h3 class="text-text-100 mt-2 -mb-1 text-base font-bold">Publication Frequency</h3> <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]">The journal is published online (Open Access) twice a year:</p> <ul class="[li_&amp;]:mb-0 [li_&amp;]:mt-1 [li_&amp;]:gap-1 [&amp;:not(:last-child)_ul]:pb-1 [&amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3"> <li class="whitespace-normal break-words pl-2"><strong>Issue 1:</strong> January–June</li> <li class="whitespace-normal break-words pl-2"><strong>Issue 2:</strong> July–December</li> </ul> <p><strong>ISSN 1905-6826 (Print)</strong><br /><strong>ISSN 2822-0595 (Online)</strong></p> https://so10.tci-thaijo.org/index.php/NIDABJ/article/view/3753 2026-08-05T10:05:46+07:00 Crissinee Sucharitrak csuchari@calbaptist.edu San Sae-lor San.Saelor@calbaptist.edu

<p>Artificial Intelligence (AI) has significantly influenced interactions between e-commerce businesses and their customers on a day-to-day basis today. Recommendation engines, chatbots, automated service replies, and customer analytics can improve the frequency and efficacy of a brand's interactions with customers. However, increasing contact does not necessarily add value to a brand. This is a conceptual framework paper that presents a theoretical model that describes the impact of AI-Enabled Customer Engagement (AICE) on Sustainable Brand Equity (SBE) via online brand trust. This paper does not seek to make an environmental or social sustainability claim, but rather a claim that SBE is an attribute of customer-based brand value in the long term. The model is grounded in customer engagement theory, online trust research, the customer-based brand equity tradition, and the Stimulus-Organism-Response (SOR) framework. It proposes four core relationships: AICE is proposed to influence SBE, AICE is proposed to influence online brand trust, online brand trust is proposed to influence SBE, and online brand trust is proposed to partially mediate the AICE-SBE relationship. Three new boundary conditions are formulated to extend this framework: non-linear (inverted-U) engagement-trust linkage, the role of perceived risk as a moderator, and the importance of algorithmic transparency as a condition that shifts the saturation point. The Thai e-commerce environment is chosen because official market statistics show that e-marketplaces and social commerce play significant roles as sales channels where AI-mediated engagement can be observed in customer journeys. As a conceptual contribution, this work presents a theory-building framework as opposed to empirical results in a platform-based and social-commerce distribution channels setting. Its main contribution is the introduction of the AI Engagement Saturation Model (AIESM), which postulates an inverted-U saturation effect of AICE on online brand trust until a certain saturation point, after which additional AI engagement deteriorates online brand trust.</p>

2026-09-10T00:00:00+07:00 Copyright (c) 2026 NIDA Business School, National Institute of Development Administration https://so10.tci-thaijo.org/index.php/NIDABJ/article/view/3745 2026-07-31T11:14:57+07:00 Konpanas Dumrongwong konpanas@tbs.tu.ac.th Suwongrat Papangkorn suwongrat_pap@utcc.ac.th

<p>The public announcement to officially support ISO:20022 standard by Ripple, provides a unique setting to investigate the price effect following its announcement in the cryptocurrency market. This article is the first to explore the price reactions from the ISO standard adoption in cryptocurrency market context. Using an event-study methodology, the article shows the announcement of support for the ISO standard experienced a significant decrease in price a few days around the announcement, despite the nature of the announcement being good news. Such market anomalies are consistent with the stock price behaviors predicted by the concentrated-ownership theory commonly documented in stock market literature.</p>

2026-09-07T00:00:00+07:00 Copyright (c) 2026 NIDA Business School, National Institute of Development Administration