ONLINE MARKETING COMMUNICATION POTENTIAL PRIORITIES FOR CHINESE GEN X AND GEN Y PURCHASING THAILAND CONDOMINIUM

The purpose of this study is to identify the aspects of online marketing communication potential priorities for Gen X and Gen Y Chinese purchasing Condominiums in Thailand. During covid-19, most of the companies try to find a way of online marketing communication potential priorities to attract potential clients. Online marketing communications are moving towards connections between individual users and customers, rather than being delivered to millions of consumers through a marketing agency. Anyone now can just become as effective in communicating information of an entity, both from the  positive and negative aspects, rather than a larger company advertising by itself. Furthermore, online marketing contact is important to develop the brand and create marketing plan in future for a company. The sample (n = 450) was gathered by using convenient sampling techniques via distributing online questionnaires. The data were analyzed by using Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) to confirm the goodness of fit of themodel and hypotheses testing. The study analyzed that there is no significance of online relationship communication, online interactive communication, methods for prioritization of OMC for future potential of OMC. However online advertising, online public relations, mobile communication, prioritization of OMC have significant direct or indirect effect on future potential of OMC. The findings illustrated that online advertising that includes online display advertisement, banners or video advertising, Search engine advertising, and online application and optimizing the online public relationship can drive customers to purchase condominiums in Thailand. The results of this research do not completely represent all customers who have intentions to purchase condominiums in Thailand, and the research factors do not cover all possible variables. The study have shown the importance of online marketing communication priorities for real estate companies and help businesses to develop online marketing communication approaches in their decision making process. The study represents original findings to investigate and examine the influences on online marketing communication potential priorities for Chinese Gen X and Gen Y customers purchasing condominiums in Thailand, and thus adding in to a green field of lacking in theory as well as concrete instructions

The Enhancement of Student's Organizational Citizenship Behavior to Improve Organizational Embeddedness: An Action Research on Beijing Polytechnic in Beijing, China

This action research aims to enhance students' organizational citizenship behavior (OCB) to improve organizational embeddedness in a vocational college. The sample size of this research was 59 sophomore students, 30 in the experimental group and 29 in the control group. They came from Beijing Polytechnic (BP), majoring in mechanical and electrical engineering (MEE). This study's questionnaire instrument has 24 items. After the 16-weeks-intervention program, the author collected pre-intervention and post-intervention data and used the quantitative method. The author used the Shapiro-Wilk (S-W) test that data is non-parametric. The study findings are: (H1a) The Spearman's test was applied, and there is a statistically significant relationship between OCB and organizational embeddedness. (H2a) The Wilcoxon signed-rank sum test was applied, and there is a statistically significant difference in OCB and organizational embeddedness before and after ODI. (H3a) The Mann-Whitney U test was applied, and the effect of OCB on organizational embeddedness was statistical significance. The qualitative analysis's findings supported the alternative hypotheses. The study concluded that after ODI, participants' OCB level and organizational embeddedness increased