Browsing by Subject "Social media -- Marketing"

Now showing 1 - 3 of 3
  • Thumbnail Image
    Publication
    A study on factors influencing SMEs in Yangon intention to adopt social media marketing
    (University of the Thai Chamber of Commerce (UTCC), 2024)
    Thwet Kay Khaing
    ;
    ;
    International Business
    ;
    University of the Thai Chamber of Commerce. International Business
    ;
    University of the Thai Chamber of Commerce. International School of Management
    Social media marketing (SMM) is a powerful tool for small and medium-sized enterprises (SMEs) to promote their brand, engage with audiences, and drive website traffic. Therefore, this study is focus on the Factors Influencing SMEs in Yangon Intention to Adopt Social Media Marketing. The purpose of this study is to analyze the technological readiness, organizational structure, and external environmental influences that impact SMEs' decisions to embrace social media marketing and to measure and analyze social media performance to ensure that SMEs can continuously improve their marketing efforts in order to empower SMEs to maximize the benefits of social media marketing and achieve sustainable growth. TOE research method has been used and the sample size for this study was determined using Yamane's formula, requiring 380 responses from a total population of 7,608 SMEs in Yangon. 235 SMEs did, however, provide responses because of time limitations. A quantitative method was utilized to collect the data, ensuring a systematic and structured approach. The findings indicate a strong positive relationship between environmental factors and the intention to adopt social media marketing, as well as between organizational factors and the intention to adopt social media marketing. In contrast, there is no significant relationship between technological factors and the intention to adopt social media marketing. In order to improve the intention to adopt social media for SME’s owners in currently and in the future, top management of enterprise should support and take part in social media projects directly. Their support can enable the clear priorities and the allocation of required resources. And they should provide staff members current social media trends, tools, and best practices continuously. This helps them to become more confident in handling social media accounts and improve their abilities. The enterprise should review competitors' social media operations often to learn about their performance and approach. Point up their areas of strength and weakness. They should ensure that the company is actively present on social media so consumers may communicate, ask questions, and offer comments.
      806  100
  • Thumbnail Image
    Publication
    Factors affecting user engagement within the TikTok shop platform in Bangkok
    (University of the Thai Chamber of Commerce (UTCC), 2024)
    Hort, Sreypich
    ;
    Li, Li
    ;
    International Business
    ;
    University of the Thai Chamber of Commerce. International Business
    ;
    University of the Thai Chamber of Commerce. International School of Management
    This independent study is to investigate the factors that affect user engagement among all users of Tik Tok shop in Bangkok. In this study, a quantitative method was used, and the questionnaire was items will be adapted from existing literature, drawing upon studies by Xu & Pratt (2018), Pancer & Smith (2021), Kumar & Reinartz (2018), Lemon & Verhoef (2016), Enberg (2022), Harrigan et al. (2018), Xu et al. (2022), Zhang et al. (2017), and Rungruangjit et al. (2023). A total of 166 respondents participated in this research, however only 150 respondents’ data were included in the research because 16 respondent’s data were screened out from the survey. The study indicates that the factors such as influencer marketing and user experience (UX) interface design play important roles in affecting user engagement in Tiktok shop in Bangkok. The finding of this study contributes to a better understanding of the factors that can enhance user engagement, optimizing the product strategy and e-commerce business platforms like Tik Tok shop.
      134  1129
  • Thumbnail Image
    Publication
    Investigating the impact of social media marketing to consumers’ purchase intention in Rosewood Bangkok hotel : a study with moderated value of consumer perceived value
    (University of the Thai Chamber of Commerce (UTCC), 2024)
    Penghui, Shi
    ;
    Li Li
    ;
    International Business
    ;
    University of the Thai Chamber of Commerce. International Business
    ;
    University of the Thai Chamber of Commerce. International School of Management
    This paper explores the impact of social media marketing (online advertising, e-word of mouth, social interaction) on consumer purchase intention of the Rosewood Bangkok through the intermediate variables of consumer perceived value. It aims to provide advice, inspiration and direction for Rosewood Bangkok on social media marketing. The data collection and research of this paper were carried out by questionnaire survey and quantitative method, and the relationship between variables was observed by statistical analysis of different data, including reliability and validity, model summary, multiple regression, analysis of variance, KMO and Bartlett's Test, etc. The results show that social media marketing (online advertising, electronic word of mouth, social interaction) has a positive impact on consumer perceived value and consumer purchase intention, and consumer perceived value has a positive impact on consumer hotel purchase intention. Some useful conclusions for Rosewood Bangkok can be drawn from the results of the study. First, there is a huge opportunity for hotels to leverage social media marketing. Through targeted online marketing campaigns highlighting the advantages, values and unique features of Rosewood Bangkok, merchants can increase the attraction of Chinese and Thai consumers and increase their willingness to purchase. Second, after recognizing the impact of social media marketing, hotels should focus on leveraging Rosewood brand awareness in their marketing strategies. Building a solid brand reputation, encouraging positive word of mouth, and motivating satisfied customers to tell their friends and family about their experiences (social interaction and electronic word of mouth) can enhance the perceived value and appeal of Rosewood Bangkok to consumers. Third, it is essential to provide comprehensive information and assistance to consumers. Rosewood Bangkok can showcase its service and product features on various social media platforms and has customer service to actively deal with questions and difficulties raised by relevant consumers, in order to build a good corporate image. To sum up, Rosewood Bangkok can focus on enhancing social media marketing to increase consumer awareness and popularity on social media. By leveraging and implementing social media marketing, this will increase hotel profitability and support hotel word-of-mouth building to succeed in a highly competitive hotel market.
      87  874