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Social Media Overcoming Impediments For Successful Strategy Formulation By Small And Medium Enterprises (Smes) |
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| รหัสดีโอไอ | |
| Title | Social Media Overcoming Impediments For Successful Strategy Formulation By Small And Medium Enterprises (Smes) |
| Creator | Kritcha Yawised |
| Contributor | Darlin Apasarawirote |
| Publisher | คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร |
| Publication Year | 2564 |
| Keyword | SOCIAL MEDIA, IMPEDIMENTS, MIXED METHOD, SMES, RBV |
| Abstract | The purpose of this study is to explore the impediments of Small and Medium Enterprises (SMEs) on their current Social Media (SM) adoption and implementation at Central Business District (CBD) located at Phitsanulok, using a data sample of 398 surveys, incorporating with 21 interviews from ownerships and top executives that already adopted and implemented SM. The quantitative survey was used to gain a broad understanding of crucial impediments of SM adoption. The qualitative semi-structured interviews were used to gain deeper insight into top executive that encountered obstacles of such implementation. The descriptive and inferential analysis was conducted for surveys, while the applied thematic approach was selected for interview analysis to describe insight situation. The finding reveals that lack of time and knowledge, top management support together with unclear SM practical plan and uncertainty of technology change, are critical hurdles for the successful implementation and development SM, while security breach and privacy issues are not considered as major important obstacles. The novel contributions of this study is to propose solutions feasible for SMEs based on their existing resources and capabilities to cope with such impediments by using theoretical resource based view to describe situation. |
| ISBN | - |
| Language | EN |
| URL Website | http://www.bec.nu.ac.th/cutwebb/index.php |
| Website title | http://www.bec.nu.ac.th/becic2020/index.php |
