The Influence of Social Media on Firm Performance of Hotels Business in Thailand
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Abstract
The research objective is to examine the relationship between the effects of social media and firm performance evidence from hotel businesses in Thailand. Samples were a group of 145 marketing executives of 4-5-star hotels in Thailand through a questionnaire mail survey. The validity and reliability of research instruments were checked by experts. The result of discriminant validity tested by factor analysis shows a value between 0.794 and 0.927 and 0.826 and 0.918, which are the results of reliability’s Cronbach’s alpha coefficient test. The data received were calculated and analyzed using descriptive statistics, and multiple regressions were used to test the hypotheses.
The results of hypothesis testing found that social media has a significant and positive effect on corporate image and firm performance. Likewise, corporate image explicitly leads to firm performance. Besides, these research findings show that corporate image plays the role of a partial mediator in the effects of social media on firm performance.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยอุบลราชธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยอุบลราชธานี และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
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