Research List

No.	Researcher	Title	Abstract	Year
2901	Ei Thaw Tar Mon1	EFFECTS OF SOCIAL MEDIA USAGE ON ACADEMIC PERFORMANCE OF STUDENTS IN UNIVERSITY OF CO-OPERATIVE AND MANAGEMENT, SAGAING	Social media has become one of the most popular among students around the world, and students' academic performance is vital for assessing a student's standing at university. The objectives of the study are to describe the demographic characteristics and the social media usage of students, and academic performance of students and to analyze the effects of social media usage on students� academic performance of second year students at the University of Co-operative and Management, Sagaing. A stratified random sampling method was applied to select 226 students from 522 second year students. The analysis of the study was based on descriptive analysis, correlation analysis and multiple regression analysis with primary data. Descriptive analysis was used to describe the demographic characteristics, social media usage, and academic performance of students and correlation analysis was used to determine the strength of the variables. Multiple regression analysis was used to analyze the effects of social media usage on students� academic performance. Based on the results of the multiple regression analysis, an adjusted R2 of 0.646 indicates that the effects of social media usage could explain 64.6% of the variation in academic performance. Based on the results, the gender of students has a significantly positive effect on academic performance. Moreover, daily average time spent on social media, belongingness to social media, and monthly expenses for social media usage have a significantly negative effect on academic performance. The results show that gender differences exist in social media usage among students. Male students' use of social media has a negative effect on students' academic performance compared to female students. This study has been found that excessive use of social media leads to decrease academic performance and reduce time spent studying.	2026
2902	Ei Thae Maung Maung1, Phyu Phyu Khaing2	RELATIONSHIP BETWEEN EDUCATION EXPENDITURE AND ECONOMIC GROWTH IN MYANMAR	The main purpose of this paper is to explore the impact of education expenditure on economic growth (GDP) in Myanmar. Using annual data for the period 1980 -2022, the analysis is done using time series econometrics methods such as Unit root (ADF) test, co-integration (Engle and Granger), Error Correction Model (ECM) and Granger causality test. The results of Augmented Dickey-Fuller test (ADF) indicates that all the variables are stationary at first difference, I(1). The study finds that cointegration tests confirm a stable, long-term relationship between the variables, indicating that changes in education spending are significantly associated with economic growth over time. The ECM results further demonstrate a significant positive impact of education expenditure on economic growth in both the short and long run. Granger causality tests reveal a bidirectional causal relationship, suggesting that not only does education expenditure influence economic growth, but economic growth also predicts education spending. These results can also underscore the critical role of educational investment in fostering economic growth and suggest that policies aimed at enhancing education funding could have substantial long-term benefits for Myanmar's economic development.	2026
2903	Khin Marlar Maung1	EXAMINING MEDIATING ROLE OF JOB PERFORMANCE BETWEEN SKILLS AND ORGANIZATIONAL PERFORMANCE OF SMEs IN MYANMAR*	The objectives of the study are to analyze the effect of hard skills and soft skills on organizational performance and to examine the mediating effect of job performance between skills and organizational performance of SMEs in Myanmar. The different skills of owners of SMEs play an essential role in achieving job performance of owners and organizational performance. Moreover, the mediating role of job performance is an unavoidable requirement to support organizational performance. Structural Equation Modeling (SEM) with LISREL 8.72 is used to prove the objectives. The target population is 47,642 owners of SMEs in Myanmar. Among them, 440 owners are selected as the respondents by using simple random sampling method. As the final analysis, 215 owners of SMEs are included. The results revealed that soft skills and hard skills have significant direct effects on job performance. Soft skills have significant direct effect on organizational performance. Hard skills have no significant direct effect on organizational performance. Job performance has significant direct effect on organizational performance. Job performance is a full mediating variable for hard skills and partial mediating variable for soft skills. The importance of both skills is seriously emphasized by the owners of SMEs to enhance job performance and also organizational performance.	2026
2904	Chaw Su Aung1, Yin Nwe Phyo2, Hnin Yu Hlaing3, Khine Waddy Thaw4	FACTORS INFLUENCING CUSTOMER SATISFACTION ON DIGITAL BANKING IN MYANMAR	This study aims to explore factors influencing consumer satisfaction on digital banking in Myanmar. The objective of this study is to examine the effect of factors influencing consumer satisfaction on digital banking in Myanmar. Descriptive method was used in this study. The primary data are collected from 150 active and potential digital banking users in Myanmar by using convenience sampling method. According to the Pearson's Correlation Analysis, there is a positive and significant relation between perceived usefulness, perceived ease of use, attitude towards use, and consumer satisfaction. The findings revealed that perceived usefulness and attitude toward use have a significant positive impact on customers' satisfaction. The result of this study finds that attitude towards use is the most influencing factor for consumer satisfaction of digital banking followed by perceived usefulness. Banks should prioritize improving customer attitudes towards use of digital banking services, followed by enhancing perceived usefulness and perceived ease of use. The results of this study can be useful for banks in Myanmar in improving their digital banking services to enhance customers' satisfaction. Banks should also consider promoting the perceived ease of use of their digital banking services to further increase customer satisfaction. Therefore, it is concluded that mobile financial service providers should focus on creating awareness and usefulness of digital banking services more and pay attention to better performance to exceed customers� satisfaction.	2026
2905	Ye Wint Aung1, Sie Sar Oo2	BANK HOSPITALITY, SERVICESCAPE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY OF PRIVATE BANKS IN MONYWA	This study investigates the effects of hospitality behavior on customer satisfaction of private banks in Monywa. Moreover, it is also developed the effect of servicescape on customer satisfaction and analyses whether it exist the effect of customer satisfaction on loyalty or not. A total of 200 bank customers from private banks in Monywa were surveyed through the structured questionnaire instrument with cluster sampling method. Both the correlation and regression were evaluated to meet the objective of the study. Results reveal that customers are satisfied with the hospitality behavior of bank personnel and servicescape environment in the private banks in Monywa. Regression analyses confirm that bank hospitality exerts positively have significant effect on customer satisfaction; moreover, �servicescape in the private banks have the positive direct effect on customer satisfaction. In addition, the customer satisfaction has also significant effect on customer loyalty. Therefore, this study suggests that the private banks in Monywa need to rely on the training programs to improve their hospitality behaviour at further levels and invest more on servicescape in their banks.	2026
2906	Cho Yi Mon Tun1	CHALLENGES AND MENTAL HEALTH PROBLEMS FACED BY THE EMPLOYEES FROM THE TELEVISION SECTOR DURING THE COVID-19	Worldwide, coronavirus is a major respiratory disease that causes severe illness and high death rates. Since its 2019 emergence, it has also been known as COVID-19. The impacts of COVID-19 were devastating to the global economy, causing a financial crisis as well as challenges in the fields of education, healthcare, construction, tourism, and even the media. In March 2020, Myanmar reported its initial case of COVID 19, and as a result, the print and broadcast media industries were among the worst affected since they lost all of their advertising opportunities, television programs, and newspaper distribution due to COVID-19. Furthermore, COVID-19 had serious negative impacts on the television industry as a whole as well as its employees in different ways. This study analyzes the specific challenges and mental health problems faced by television industry employees during the pandemic period. It also examines the impact of production halts, job insecurity, remote working constraints, health-related anxieties, and financial instability on television employees. According to the findings, 80% of the employees from the television sector were infected with the disease. As the victims of the COVID-19 pandemic, a number of employees lost their primary jobs and regular income due to the financial crisis in the sector. The findings also point out increased levels of stress, anxiety, depression, and burnout, exacerbated by long working hours, social isolation, and the pressure to meet content demands under restrictive conditions. Therefore, this study suggests raising awareness and promoting actionable strategies for crisis management in the television industry.	2026
2907	Sie Sar Oo1 , Ye Wint Aung2	SOCIAL MEDIA MARKETING AND BRAND IMAGE ON CONSUMERS ATTITUDE TOWARDS SINGLE-BRAND APPAREL RETAILERS	This study investigates the effects of social media marketing and brand image on consumers attitude towards single -brand apparel retailers to meet consumers response. A total of 175responsedents from three private banks in Yangon were surveyed through the structured questionnaire instrument with this respect. Both the correlation and regression were evaluated. Results reveal that customers are achieved approach behavior with the affective evaluation by providing the social media marketing (interesting content, scenario-based experience and user participation interaction). Regression analyses confirm that scenario-based experience and user participation interaction positively have significant effect on consumer internal evaluation; moreover, affective evaluation have the positive effect on customer response. Therefore, this study suggests that the single-brand apparel retailers need to provide positive interaction with the customers to achieve deep interaction and participation with social media marketing and brand image provided by single-brand apparel retailers.	2026
2908	Aye Aye Nwe1	INTERNAL MARKETING PRACTICES AND EMPLOYEE PERFORMANCE OF PRIVATE HOSPITALS IN MANDALAY	This study aims to analyze the internal marketing practices and employee performance of private hospitals in Mandalay. The service quality of professionals in the hospital is more important than other services because this service takes responsibility on the lives of the patients. The descriptive and analytical methods are used and analysis is conducted based on the data collected from all medical staff, 291 employees from Mandalar, Mingalar and Myat Thukha Hospitals in Mandalay. In this study, cluster sampling method is used to collect the primary data. The result indicates that compensation and benefits, internal communication, organizational support, and empowerment have a positive and significant effect on employee job satisfaction. The result shows that employee job satisfaction has a positive and significant effect on the performance of employees in private hospitals in Mandalay. This study concludes that compensation and benefit system in private hospitals is fair. The more the staff are compensated and provided the benefits, the more job satisfaction is achieved in performing their duties. This study suggests that the private hospitals should provide the opportunity to learn advanced health knowledge as medical staff need to have adequate knowledge and skill to improve performance.	2026
2909	Khaing Thazin Aung1, Sulae Win2, Naw June Rose3, Shoon Lae Oo4	RELATIONSHIP BETWEEN CHARACTERISTICS OF TRAINEES AND TRAINING EFFECTIVENESS IN GOOD AGRICULTURAL PRACTICES (GAP) TRAINING*	Good Agricultural Practices (GAP) offers a framework for sustainable agriculture, focusing on food safety, environmental preservation, and economic sustainability. The Department of Rural Development in Myanmar has provided vocational training on GAP, which includes farming techniques aimed at improving agricultural productivity and sustainability. This study aims to understand the relationship between the characteristics of trainees and the training�s outcomes. Primary data were collected through a survey of 192 trainees who participated in the GAP training between 2018-2019 and 2022-2023. Data were collected through structured questionnaires using a five-point Likert scales. Statistical analysis, including t-tests and ANOVA, was applied to determine the relationship between participant characteristics and training effectiveness. The study finds that there is a relationship between gender, age, experience and training effectiveness. However, there is no relationship between education level and training effectiveness. The study recommends that government agencies promote and support GAP training by providing targeted funding, resources, and policy frameworks that encourage inclusivity and accessibility, are actively engaged and benefit from the trainings to enhance agricultural productivity and sustainability.	2026
2910	Hsu Thiri Zaw1	SCROLLAHOLIC, DIGITAL WELL-BEING AND ONLINE USERS� BEHAVIOUR: A STUDY OF FACEBOOK USAGE TRENDS AMONG MYANMAR USERS*	This study focuses on the influence of Facebook use on digital well-being and online users� behavior, with an emphasis on the phenomena of "scrollaholic" concepts. The data is collected from 200 participants, by measuring how frequent and extended Facebook activity affects users' emotional states and interactions. According to the findings, a large proportion of Facebook users suffer from worry, stress, and social isolation as a result of their extended activities on social media. Many participants expresses making unpleasant postings or comments when they are disturbed, resulting in greater online conflict and emotional load. The research aims to reflect that "scrollaholic" habits, defined as excessive and obsessive scrolling, influence on the users� digital well-being and online behaviour by utilizing in-depth interview with participants. Despite some users finding momentary time off through online venting, the overall impact on digital well-being is mainly negative, causing emotions of stress and concerns. The research also points out the need for mindful social media practices and offers recommendations for enhancing digital well-being, including raising awareness, encouraging mindful usage, improving emotional support resources, promoting positive interactions, and monitoring online users� behavior. These insights aim to support a healthier digital environment among the users in Myanmar.	2026

Research Publications

Myanmar Academy of Art & Science List of Research