• Editor's Note

  i

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Table of Contents

• Table of Contents

  ii

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Published Articles

• Analysis of Factors Influencing Otaku Game Players' Purchases of Game Derivatives

  WEI SHIHAO

  1-13

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• Key Factors Driving the Popularity of Thai Dramas in Mainland China's Entertainment Market: Audience Preferences, Media Channels and Cultural Appeal

  WANJING ZHANG, Doungtip Chareonrook

  14-23

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• CROSS-CULTURAL COMMUNICATION IN THE DIGITAL AGE: AN ANALYSIS OF MEDIA CHANNELS AND CULTURAL INFLUENCE ON THAI ARTISTS ON CHINESE AUDIENCES

  Jiatong Qin, Doungtip Chareonrook

  24-30

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• Factors Influencing Customers’ Decision-making to Purchase New Energy Vehicles in China

  Haoyu Liao

  31-36

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• The Effect of Lead Users on Firms' Innovation Performance in a Social Media Environment-Mediated by Firms' Social Media Use

  DaPeng Liu

  37-49

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• The Effectiveness of Digital Marketing Strategies in Enhancing Real Estate Sales and Rentals A Case Study on Real Estate in Bangkok

  Sutheera Sekal, Amporn Paupradit

  50-60

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• Challenges in Cross-Border Trade Between Myanmar and Thailand: A Case Study of Myawaddy Border Trade Zone

  May Thuzar Aung

  61-74

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• Analyzing the Legitimacy of the U.S. War in Afghanistan

  Yosapat Thaohirun

  75-91

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• The Enigma of Power: A Comprehensive Investigation into the Taliban’s Ascension to Power

  Samir Khairzada

  92-104

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• Digital Storytelling and Cultural Soft Power: A Case Study of Liziqi's YouTube Channel and Global Promotion of Chinese Culture

  YUQIAO QIU, Doungtip Chareonrook

  105-114

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• The Effect of Livestreaming on Purchase Intention in the Fast-Fashion Local Brand Industry Among Gen Z in Vietnam

  Thu Lam Bao Nguyen, Doungtip Chareonrook

  115-129

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