BC Marketing Strategies on Social Media

BC Marketing Strategies on Social Media


Abstract

There is no denying that social media has grown in popularity in the internet world. Currently, most companies use any social media site as part of their social media marketing plan. In this regard, however, more research is needed on how social media marketing strategy impacts marketing performance. As a result, the purpose of this study is to look at the connection between social media marketing strategy (SMMS) dimensions and marketing results. A total of 298 e-commerce companies in Thailand completed surveys. The hypotheses were tested using regression analysis. According to the research, market response timeliness orientation has the most beneficial impact on all marketing results. Product variety presentation awareness and proactive competitor learning abilities are both important factors in marketing operation excellence. Furthermore, the results indicate that as a mediator variable impact on marketing performance, each component of SMMS needed either marketing operation excellence or improved customer satisfaction. The discovery not only adds to the body of knowledge, but also makes recommendations for future study.

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Introduction

Social media has grown in popularity globally since the 1990s (Campbell, Anitsal, and Anitsal, 2013). The advancement of internet technology has changed the way people communicate, affecting billions of individuals. Social media is an online community based on internet technology that enables businesses and customers to connect more effectively. Because of the growing number of internet users, high-speed connections, simplicity of use, and the rapid spread of social media, more businesses are implementing marketing strategies (Goi, 2014; Zhou and Wang, 2014). One reason for marketers' interest in social media platform interaction is the greater growth rate of internet users and registered social media users .

Both consumer and business elements of social media are essential to consider. Searching product information, online reviews, rating of products and services, and pre-purchase decision-making may all be acquired through social media instruments in the consumer way known as "internet users."


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 Or call us +91 9481545735


Conclusion

The study's main goal is to look at the link between SMMS and marketing results in Thai ecommerce businesses. The sample consists of 298 observations collected from 1,675 e-commerce companies using stratified random sampling techniques. CCC has a positive significance for CUE and ICS, according to the OLS regression findings. Similarly, PDP shows a favourable correlation with MOE and ICS. PCL also shows a favourable correlation with MOE and CUE, MRT, interestingly, shows a significant positive correlation with MOE, CUE, ICS, and MKP.


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 Or call us +91 9481545735

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