Yarnaphat Shaengchart

Biographic Data

ID6197987
NAMEYarnaphat Shaengchart
GIVEN NAMESYarnaphat
FAMILY NAMEShaengchart
SIGNATURESHAENGCHART Y
AFFILIATIONSRangsit University
ORCID0000-0002-0157-3682
VERIFIEDYes
TOTAL WORKS6
TOTAL CITATIONS0
AUTHOR COUNT6
EDITOR COUNT0
FIRST PUBLICATION YEAR2023
LATEST PUBLICATION YEAR2026
H-INDEX0

  • Drama marketing in digital commerce

    Open AccessPongsakorn Limna, Yarnaphat Shaengchart et al.ARTICLEFrontiers in Communication2026

    Background In Thailand's dynamic digital commerce landscape, marketing communication has evolved from rational persuasion to emotional storytelling. Strategic drama marketing—characterized by emotional conflict, moral depth, and resolution—has emerged as a powerful approach to foster authenticity and engagement. This study explores how drama-based storytelling influences Thai consumers' emotional perceptions in digital marketing contexts. Methods…

  • The Impact of Big Data on Online Purchase Behavior

    Open AccessYarnaphat Shaengchart, Nalinpat Bhumpenpein et al.ARTICLEHuman Behavior and Emerging…2025

    This research investigates how big data influences online purchasing behavior and identifies the key factors shaping consumer decisions in Thailand. Utilizing a quantitative approach, data were initially gathered from 760 Thai participants through convenience sampling. After a data cleaning process, the final analysis focused on 661 individuals who had experience with online shopping. The study employed statistical tools such as percentages, mean…

  • Bridging the digital divide in rural Thailand

    Open AccessYarnaphat Shaengchart, Nalinpat BhumpenpeinARTICLESocial Sciences & Humanities Open2025

    Digital technologies have driven global development, offering transformative opportunities across sectors. Satellite-based Internet services, like SpaceX's Starlink Project, hold promise in bridging the digital divide for remote and underserved areas worldwide. In Thailand, rural regions face challenges accessing reliable Internet due to limited infrastructure. Starlink's high-speed broadband via satellite offers a potential solution This study a…

  • Muketing

    Open AccessPongsakorn Limna, Yarnaphat Shaengchart et al.ARTICLEFrontiers in Communication2025

    Background The intersection of traditional spiritual beliefs and digital commerce is reshaping consumer behavior in Thailand. Muketing—a blend of Mutelu spirituality and modern marketing—has emerged as a distinct cultural-marketing phenomenon within the country’s expanding faith economy. This study explores the emerging phenomenon of Muketing within Thailand’s e-commerce sector. Methods This study employed a qualitative research design using in-d…

  • An impact of Starlink project on regulations and national security

    Open AccessYarnaphat Shaengchart, Tanpat KraiwanitARTICLEJournal of Infrastructure Policy…2024

    This study rigorously investigates the Starlink Project’s impact on Thailand’s legal frameworks, regulatory policies, and national security concerns. Utilising a well-structured online questionnaire, we collected responses from 1378 Thai participants, meticulously selected to represent diverse demographics, technology usage patterns, and social media interactions. Our analytical approach integrated binary regression analysis to dissect the intric…

  • Factors influencing the effects of the Starlink Satellite Project on the internet service provider market in Thailand

    Open AccessYarnaphat Shaengchart, Tanpat Kraiwanit et al.ARTICLETechnology in Society2023References: 15

    This quantitative study explores the impact of the Starlink project on the internet service provider market in Thailand. A convenience sampling technique was used to recruit 617 participants, who completed an online questionnaire. The study examined several independent variables, including demographic factors, such as gender, age, education, status and income, and user behaviour, such as devices used for internet access, time spent online and soc…