Pakamon Sasatanun, a PhD.’s student of ICO-NIDA who successfully published her research article in “Antecedents and outcomes associated with social media use in customer relationship management of Thai microenterprises”, The International journal ranked in the Scimago journal database.
A mission of the International College of NIDA (ICO-NIDA) is to help our students to develop research skills as well as to promote students to publish their research work in international scholarly journals.
Congratulations to Oay Pakamon Sasatanun, a PhD.’s student of ICO-NIDA who successfully published her research article in “Antecedents and outcomes associated with social media use in customer relationship management of Thai microenterprises”, The International journal ranked in the Scimago journal database.
Instructor: Peerayuth Charoensukmongkol
The present study investigated some antecedents and outcomes associated with the social media use intensity for customer relationship management (CRM), using the survey data collected from the sample of 217 entrepreneurs of some small retail shops in Thailand. The data were analysed by using the partial least squares regression. Regarding the antecedents, the results indicated that the intensity of social media use for CRM tended to be highly significant for the entrepreneurs who emphasised the service differentiation strategy, but not for those who emphasised the cost leadership strategy. Also, the positive relationship between the competitive pressure to use social media in business and the intensity of social media use for CRM was supported. Regarding the outcomes, the analysis indicated that the intensity of social media use for CRM was positively related to cost reduction and market expansion outcomes which, in turn, were positively linked to higher firm performance satisfaction.
