Title: Antecedents and outcomes associated with social media use in customer relationship management of Thai microenterprises

Authors: Pakamon Sasatanun; Peerayuth Charoensukmongkol

Addresses: International College, National Institute of Development Administration, 118 Moo3, Sereethai Road, Klong-Chan, Bangkapi, Bangkok 10240, Thailand ' International College, National Institute of Development Administration, 118 Moo3, Sereethai Road, Klong-Chan, Bangkapi, Bangkok 10240, Thailand

Abstract: 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.

Keywords: social media usage; CRM; customer relationship management; generic strategy; microenterprises; competition; firm performance; Thailand; entrepreneurship; small retailers; retail industry; service differentiation; cost leadership; cost reduction; market expansion.

DOI: 10.1504/IJTE.2016.080258

International Journal of Technoentrepreneurship, 2016 Vol.3 No.2, pp.127 - 149

Available online: 08 Nov 2016 *

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