Social Media Marketing Strategy and Marketing Performance: Evidence from E-Commerce Firms in Thailand

Main Article Content

Kriangsak Chanthinok
Phaprukbaramee Ussahawanitchakit
Prathanporn Jhundra-indra

Abstract

Undeniably, social media has come to a higher degree of popularity in the online world. Currently, most businesses have been utilizing any social media platforms for social media marketing in their strategy. Yet, in this sense it still has to be explored concerning how social media marketing strategy affects marketing performance. Therefore, this paper aims at investigates the relationship between dimension of social media marketing strategy (SMMS) and marketing outcomes. The questionnaires of 298 e-commerce firms in Thailand were collected. Regression analysis was employed to verify the hypotheses. The evidence highlights that market response timeliness orientation has the strongest positive significance for all marketing outcomes. Both product diversity presentation awareness and proactive competitor learning capability are significantly positive to marketing operation excellence. Furthermore, the findings also suggest that each dimension of SMMS required either marketing operation excellence or increased customer satisfaction as a mediator variable effect on marketing performance. The finding not only provides contributions but also recommendation for future research.

Downloads

Download data is not yet available.

Article Details

How to Cite
Chanthinok, K., Ussahawanitchakit, P., & Jhundra-indra, P. (2015). Social Media Marketing Strategy and Marketing Performance: Evidence from E-Commerce Firms in Thailand. AU-GSB E-JOURNAL, 8(1). Retrieved from http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/1454
Section
Articles

Most read articles by the same author(s)