| Identifying factors influencing consumers not to skip TrueView advertising on YouTube K Napontun, P Senachai ABAC Journal 43 (1), 85-102, 2023 | 13 | 2023 |
| The role of retail mix elements in enhancing customer engagement: evidence from Thai fast-moving consumer goods retail sector P Senachai, P Julagasigorn, S Chumwichan ABAC Journal 43 (2), 106-124, 2023 | 11 | 2023 |
| Captivating Spectators: Exploring the Influence of Marketing Mix Elements on Sports Event Engagement K Napontun, K Lertwachara, T Gulthawatvichai, T Chutiphongdech, ... ABAC Journal 43 (3), 286-306, 2023 | 6 | 2023 |
| Enhancing Spectator Engagement in E-sports Events M Satitsamitpong, K Napontun, P Senachai, S Tovara, S Daengmeesee ABAC Journal 44 (2), 41-60, 2024 | 5 | 2024 |
| The Role of Traditional Thai Medicine (TTM) in Thailand P Senachai University of Canberra, 2019 | 3 | 2019 |
| Social marketing strategy to promote traditional Thai medicines during COVID-19: KAP and DoI two-step theory application process P Senachai, J Julsrigival, R Sann International Journal of Environmental Research and Public Health 19 (14), 8416, 2022 | 2 | 2022 |
| Examining the Influences of Satisfaction and Trust on the Behavioral Intentions of Customers Who Dined in Casual Dining Restaurants: A Mixed-Methods Approach P Senachai, P Julagasigorn, S Chumwichan ABAC Journal 44 (1), 25-55, 2024 | 1 | 2024 |
| Systematic Literature Review: The Use of SEM in Journal of Travel & Tourism Marketing (JTTM) Between 2020–2022 P Sathatip, P Senachai, K Napontun, D Chuenpreecha, S Tovara, ... ABAC Journal 44 (3), 2024 | | 2024 |
| Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda P Senachai, P Julagasigorn Humanities and Social Sciences Communications 11 (1), 1-14, 2024 | | 2024 |
