Relationships Between Social Media Marketing and Organizational Performance of Hotel Businesses in Nakhon Phanom, Sakon Nakhon,Mukdahan and Bueng Kan

Abstract

This study aimed to examine the relationship between social media marketing and organizational performance of hotel business in Nakhon Phanom, Sakon Nakhon, Mukdahan, and Bueng Kan provinces. A quantitative research design was employed, using a questionnaire as the primary instrument for data collection. The sample consisted of 125 marketing executives from hotel businesses. The study focused on four dimensions of social media marketing Developing Consumer-Relevant Content, Targeted Social Media Advertising, Effectively Interacting and Engaging with Followers, and Collaborating with Influencers or Social Media Content Creators. The collected data were analyzed using a statistical software package. Descriptive statistics, including percentage, mean, and standard deviation, were applied. Item discrimination was examined using item–total correlation, while the reliability of the research instrument was assessed using Cronbach’s alpha coefficient. Multiple regression analysis was conducted to test the research hypotheses.

The results indicated that Developing Consumer-Relevant Content, Targeted Social Media Advertising, Effectively Interacting and Engaging with Followers, and Collaborating with Influencers or Social Media Content Creators had a statistically significant positive effect on organizational performance at the .05 significance level. Therefore, the research hypotheses were supported. Based on these findings, marketing executives in the hotel business sector should consistently emphasize the effective use of social media marketing, as it serves as an essential tool for reaching target audiences efficiently, particularly in response to rapidly changing consumer behavior. The increasing reliance on online platforms as primary channels for communication and purchase decision-making can contribute to sustainable organizational performance growth.