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The expansion usage of the Internet, especially social media, has extended customers options for gathering products and services information by including other customers' comments and opinions posted on the Internet. Customers are able to share their experience, perception, and advice by involving in electronic word-of-mouth (eWOM) on their social media and websites that facilitate reviewing of consumer’s experiences, which can be reached by their friends and other potential customers. This study reviews literature related to eWOM, brand attitude, brand image, brand loyalty, and their implication on the willingness to pay premium ticket price in the context of the low-cost airline industry in Thailand. Existing literature presented that eWOM, as well as, brand image have positive influences on customer’s repurchase intention. In addition, brand attitude and brand loyalty also influence customers’ intention to buy for a particular product. This leads to the motivation to formulate a conceptual framework to explore the relationships between the mentioned independent variables on the willingness to pay more on airline ticket price. This conceptual framework also suggests methodology and sample groups for further research investigation.

There are many digital transformation challenges going forward towards Industry 4.0 in Thailand, especially for the traditional manufacturing firms that have been operating without digital technologies. The paper presents a case study of a safety shoe manufacturer, CPL Group Public Company Limited, adopting digital technologies to transform its production system of 40 years. It presents a conceptual design for production tracking based on IoT technologies for productivity improvement. This research uses inductive case study research design by interviewing executives and participating in the digital tracking development project using IoT sensors and image processing. The findings show the key success factors of digital transformation in manufacturing, strategies required for development, and the conceptual design of the production tracking system.

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