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Social Media Use in Thai SMEs: a Focus on Enhancing Customer Relationships |
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| รหัสดีโอไอ | |
| Creator | 1. Pattarawan Somprasong 2. Mathupayas Thongmak |
| Title | Social Media Use in Thai SMEs: a Focus on Enhancing Customer Relationships |
| Publisher | MSMIS Thammasat University |
| Publication Year | 2558 |
| Journal Title | Journal of information systems in Business JISB |
| Journal Vol. | 1 |
| Journal No. | 1 |
| Page no. | 86 |
| Keyword | Social Media, SMEs, Customer Relationships |
| ISSN | 2465-4264 |
| Abstract | The objectives of this research are to study factors affecting the social media adoption in Thai SMEs organizations. Those factors are perceived usefulness, perceived ease of use, perceived competitive pressure, resource availability, and experiences of social media uses. Benefits of social media usage which are also included in this study are the increase of brand awareness, the increase of sales and expand markets, cost savings, and the understanding and improving customer communications. Social media covered in this study are Facebook, Twitter, YouTube, and Line. This study applies questionnaires as the research instrument. Results show that the experience of social media usage is the most influential factor affecting the social media adoption for managing customer relationships. Perceived ease of use factor does not affect the use of social media in the Thai SMEs. Considering the benefits of social media uses, social media uses relate to the benefits of increasing sales and expanding customers the most. |
