{"id":"https://openalex.org/W4405304635","doi":"https://doi.org/10.32038/mbrq.2024.32.02","title":"Comparative Analysis of Sustainability Communication Strategies of Thai and Global Brand Restaurants on Social Media and Websites","display_name":"Comparative Analysis of Sustainability Communication Strategies of Thai and Global Brand Restaurants on Social Media and Websites","publication_year":2024,"publication_date":"2024-11-01","ids":{"openalex":"https://openalex.org/W4405304635","doi":"https://doi.org/10.32038/mbrq.2024.32.02"},"language":"en","primary_location":{"id":"doi:10.32038/mbrq.2024.32.02","doi":"https://doi.org/10.32038/mbrq.2024.32.02","is_oa":true,"landing_page_url":"https://doi.org/10.32038/mbrq.2024.32.02","pdf_url":null,"source":{"id":"https://openalex.org/S4210218044","display_name":"European Journal of Studies in Management and Business","issn_l":"2667-6761","issn":["2667-6761"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus","norway-1"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"European Journal of Studies in Management and Business","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://doi.org/10.32038/mbrq.2024.32.02","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5115407616","display_name":"Kanokkan Bunchabusabong","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I129496196","display_name":"University of the Thai Chamber of Commerce","ror":"https://ror.org/03m7a5q02","country_code":"TH","type":"education","lineage":["https://openalex.org/I129496196"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Kanokkan Bunchabusabong","raw_affiliation_strings":["School of Communication Arts, University of The Thai Chamber of Commerce, Thailand"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Communication Arts, University of The Thai Chamber of Commerce, Thailand","institution_ids":["https://openalex.org/I129496196"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5115407617","display_name":"Jukkrit Tiwasuppachai","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I129496196","display_name":"University of the Thai Chamber of Commerce","ror":"https://ror.org/03m7a5q02","country_code":"TH","type":"education","lineage":["https://openalex.org/I129496196"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Jukkrit Tiwasuppachai","raw_affiliation_strings":["Institute of Harbour.Space@UTCC, University of The Thai Chamber of Commerce, Thailand"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Institute of Harbour.Space@UTCC, University of The Thai Chamber of Commerce, Thailand","institution_ids":["https://openalex.org/I129496196"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5031293701","display_name":"Shawanluck Kunathikornkit","orcid":"https://orcid.org/0000-0001-6390-8356","observed_orcids":["https://orcid.org/0000-0001-6390-8356"]},"institutions":[{"id":"https://openalex.org/I76920116","display_name":"Srinakharinwirot University","ror":"https://ror.org/04718hx42","country_code":"TH","type":"education","lineage":["https://openalex.org/I76920116"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Shawanluck Kunathikornkit","raw_affiliation_strings":["Faculty of Business Administration for Society, Srinakharinwirot University, Thailand"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Business Administration for Society, Srinakharinwirot University, Thailand","institution_ids":["https://openalex.org/I76920116"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.4718,"has_fulltext":false,"cited_by_count":1,"citation_normalized_percentile":{"value":0.79348212,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":93,"max":96},"biblio":{"volume":"32","issue":null,"first_page":"28","last_page":"59"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10880","display_name":"Environmental Sustainability in Business","score":0.8086000084877014,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10880","display_name":"Environmental Sustainability in Business","score":0.8086000084877014,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13603","display_name":"Corporate Social Responsibility and Sustainability","score":0.08799999952316284,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11121","display_name":"Public Relations and Crisis Communication","score":0.04450000077486038,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/sustainability-communication","display_name":"sustainability communication","score":0.9879999756813049},{"id":"https://openalex.org/keywords/restaurant-brands","display_name":"restaurant brands","score":0.8899999856948853},{"id":"https://openalex.org/keywords/thai-restaurants","display_name":"Thai restaurants","score":0.6880000233650208},{"id":"https://openalex.org/keywords/social-media-communication","display_name":"social media communication","score":0.7049999833106995},{"id":"https://openalex.org/keywords/corporate-websites","display_name":"corporate websites","score":0.906000018119812},{"id":"https://openalex.org/keywords/message-tone","display_name":"message tone","score":0.8519999980926514},{"id":"https://openalex.org/keywords/triple-bottom-line","display_name":"triple bottom line","score":0.9369999766349792},{"id":"https://openalex.org/keywords/integrated-marketing-communication","display_name":"integrated marketing communication","score":0.9070000052452087},{"id":"https://openalex.org/keywords/elaboration-likelihood-model","display_name":"elaboration likelihood model","score":0.9890000224113464},{"id":"https://openalex.org/keywords/narrative","display_name":"narrative","score":0.6880000233650208},{"id":"https://openalex.org/keywords/community-engagement","display_name":"community participation","score":0.6489999890327454},{"id":"https://openalex.org/keywords/environmental-sustainability","display_name":"environmental sustainability","score":0.6729999780654907},{"id":"https://openalex.org/keywords/stakeholder-engagement","display_name":"stakeholder engagement","score":0.4740000069141388}],"concepts":[{"id":"https://openalex.org/C66204764","wikidata":"https://www.wikidata.org/wiki/Q219416","display_name":"Sustainability","level":2,"score":0.7336311340332031},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5981916189193726},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.47014787793159485},{"id":"https://openalex.org/C2780144342","wikidata":"https://www.wikidata.org/wiki/Q1900653","display_name":"Brand loyalty","level":2,"score":0.4509805738925934},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.4376768171787262},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3905739188194275},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.12582924962043762},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C18903297","wikidata":"https://www.wikidata.org/wiki/Q7150","display_name":"Ecology","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.32038/mbrq.2024.32.02","doi":"https://doi.org/10.32038/mbrq.2024.32.02","is_oa":true,"landing_page_url":"https://doi.org/10.32038/mbrq.2024.32.02","pdf_url":null,"source":{"id":"https://openalex.org/S4210218044","display_name":"European Journal of Studies in Management and Business","issn_l":"2667-6761","issn":["2667-6761"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus","norway-1"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"European Journal of Studies in Management and Business","raw_type":"journal-article"},{"id":"pmh:oai:RePEc:bco:mbrqaa::v:32:y:2024:p:28-59","doi":null,"is_oa":false,"landing_page_url":"https://api.eurokd.com/Uploads/Article/1310/mbrq.2024.32.02.pdf","pdf_url":"https://api.eurokd.com/Uploads/Article/1310/mbrq.2024.32.02.pdf","source":{"id":"https://openalex.org/S4306401271","display_name":"RePEc: Research Papers in Economics","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I77793887","host_organization_name":"Federal Reserve Bank of St. Louis","host_organization_lineage":["https://openalex.org/I77793887"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article"}],"best_oa_location":{"id":"doi:10.32038/mbrq.2024.32.02","doi":"https://doi.org/10.32038/mbrq.2024.32.02","is_oa":true,"landing_page_url":"https://doi.org/10.32038/mbrq.2024.32.02","pdf_url":null,"source":{"id":"https://openalex.org/S4210218044","display_name":"European Journal of Studies in Management and Business","issn_l":"2667-6761","issn":["2667-6761"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus","norway-1"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"European Journal of Studies in Management and Business","raw_type":"journal-article"},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/12","display_name":"Responsible consumption and production","score":0.7811999917030334},{"id":"https://metadata.un.org/sdg/13","display_name":"Climate action","score":0.4399999976158142}],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W2748952813","https://openalex.org/W1498090503","https://openalex.org/W4206396619","https://openalex.org/W3032739460","https://openalex.org/W1544681840","https://openalex.org/W4214885392","https://openalex.org/W4223425174","https://openalex.org/W2050473667","https://openalex.org/W4283813430","https://openalex.org/W2135910742"],"abstract_inverted_index":{"In":[0],"recent":[1],"years,":[2],"sustainability":[3,37,43,74,111,149,189,305,316],"has":[4,232],"become":[5],"a":[6,16,79,233,255,266,278,282],"crucial":[7],"concern":[8],"in":[9,19,254,277],"the":[10,42,90,93,100,128,131,135,146,160,171,181,204,274],"food":[11],"industry,":[12],"with":[13,273],"restaurants":[14,30,51,71],"playing":[15],"significant":[17],"role":[18],"promoting":[20],"sustainable":[21,285],"practices.":[22,75],"Consumers":[23],"increasingly":[24],"demand":[25],"transparency":[26],"and":[27,33,48,55,68,89,99,118,144,166,175,198,221,231,237,257,271,294,299],"responsibility,":[28],"pushing":[29],"to":[31,64,83,109,123,133,302,313],"adopt":[32],"effectively":[34],"communicate":[35,72],"their":[36,73,303,315],"efforts.":[38],"This":[39,287],"research":[40],"investigates":[41],"communication":[44,112,147,236,317],"strategies":[45],"of":[46,60,92,130,137,148,184,247,269],"Thai":[47,67,94,293],"global":[49,69,101,235,275,295],"brand":[50,70,96,103],"on":[52,157,203,209],"social":[53],"media":[54],"official":[56],"websites.":[57],"The":[58,76,106,115,151,177,244],"purpose":[59],"this":[61],"study":[62,77,116,288],"is":[63],"compare":[65],"how":[66,140,292],"used":[78,108],"content":[80,182],"analysis":[81],"approach":[82],"analyze":[84],"posts":[85],"from":[86],"Facebook,":[87],"Instagram,":[88],"websites":[91],"restaurant":[95,102],"\u201cS&P":[97],"Syndicate\u201d":[98],"\u201cMinor":[104],"Food.\u201d":[105],"measures":[107],"evaluate":[110],"are":[113],"qualitative.":[114],"identifies":[117],"analyzes":[119],"recurring":[120],"themes":[121,183],"related":[122],"sustainability.":[124],"Additionally,":[125],"it":[126],"assesses":[127],"tone":[129,136,246],"messages":[132],"categorize":[134],"communication,":[138],"examining":[139],"these":[141],"elements":[142],"support":[143],"enhance":[145,314],"initiatives.":[150,224],"coding":[152],"sheet":[153],"was":[154],"designed":[155],"based":[156],"four":[158],"theories:":[159],"Triple":[161],"Bottom":[162],"Line":[163],"(People,":[164],"Planet,":[165],"Profit),":[167],"Integrated":[168],"Marketing":[169],"Communication,":[170],"Elaboration":[172],"Likelihood":[173],"Model,":[174],"Narrative.":[176],"findings":[178],"reveal":[179],"that":[180],"S&P":[185,240,248],"Syndicate":[186,249],"emphasize":[187],"environmental":[188],"through":[190],"eco-friendly":[191],"product":[192],"designs,":[193],"recycling":[194],"programs,":[195,216,220],"conservation":[196],"projects,":[197],"community":[199,222,251],"inclusion.":[200],"Minor":[201,225,263],"Food,":[202],"other":[205],"hand,":[206],"focuses":[207],"more":[208,228],"people":[210],"development":[211],"by":[212],"integrating":[213],"comprehensive":[214],"health":[215],"educational":[217],"partnerships,":[218],"training":[219],"empowerment":[223],"Food":[226,264],"adopts":[227],"innovative":[229],"technologies":[230],"broader":[234],"impact":[238],"than":[239],"Syndicate\u2019s":[241],"local":[242],"focus.":[243],"message":[245],"presents":[250],"engagement":[252],"activities":[253],"formal":[256],"traditional":[258],"public":[259],"relations":[260],"style,":[261],"while":[262],"encourages":[265],"wider":[267],"range":[268],"stakeholders":[270],"aligns":[272],"agenda":[276],"professional":[279],"image,":[280],"demonstrating":[281],"passion":[283],"for":[284,310],"achievement.":[286],"provides":[289],"insights":[290],"into":[291],"brand\u2019s":[296],"unique":[297],"focus":[298],"methodologies":[300],"contribute":[301],"overall":[304],"goals,":[306],"offering":[307],"valuable":[308],"perspectives":[309],"businesses":[311],"aiming":[312],"strategies.":[318]},"counts_by_year":[{"year":2026,"cited_by_count":1}],"updated_date":"2026-08-21T09:56:20.448147","created_date":"2025-10-10T00:00:00"}
