Exploring the Roles of Language for Business and Communication: A Case Study of Students of the Faculty of Society Science and Literature, Fatoni University

Abstract

The ASEAN Economic Community (AEC) has had a significant impact on ASEAN countries by promoting regional economic integration, trade, investment, and labor mobility. Through the AEC, ASEAN member states have greater opportunities to access regional markets, attract foreign investment, expand businesses, and strengthen cooperation among countries. This research used qualitative research using case study design. Population of the research was the students of Faculty of Society Science and Literature. Samplings of the research were three students of Faculty of Society Science and Literature, Fatoni University, Thailand. Data were collected by using interview questions through the semi structured interview. Data were analyzed by using thematic analysis. The research finds that language plays four main roles in communication and business: (1) language as a medium of communication, (2) language as a tool for business and marketing, (3) language as a means of persuasion, and (4) language as an expression of cultural and national identity. As a medium of communication, language enables individuals to exchange information, express ideas, and build relationships. As a tool for business and marketing, language helps businesses promote products, communicate with customers, and develop brand images. As a means of persuasion, language can influence consumers' attitudes, interests, and purchasing decisions.