THE ANTECEDENT FACTORS OF SOCIAL MEDIA ADOPTION IN THAILAND MICRO SMEs
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Abstract
The objectives of this study was to study the antecedent factors of social media adoption for Thailand Micro SMEs. A quantitative research methodology was conducted, and a questionnaire was used as a tool to collect data from the population of Thai micro SMEs on social media. The samples were Thai micro SMEs on social media and the sample size was 263, determined by purposive sampling and simple sampling methods to verify the model by using the statistic program.
The results of the research found that:
1) The effect of technology and organization to the social media adoption of micro SMEs was .542 and .308 respectively.
2) The environment had no effect to the social media adoption of micro SMEs.
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