UNIVERSITY

Mälardalen University (Mälardalens högskola)

School of Sustainable Development of Society and Technology

COURSE

Master Thesis in Business Studies with Specialization in International Marketing

COURSE CODE

EFO705

TITLE

Cultural influences on the social network marketing effectiveness: A case study in Thailand.

RESEARCH QUESTIONS

How does collectivism influence the effectiveness of social network marketing?

PURPOSE OF THE STUDY

The purpose of this thesis is to investigate and analyze whether the cultural dimension of collectivism among Thais has an influential impact on the effectiveness of social network marketing implementation on clothing retailing companies toward online customers or not.

METHODOLOGY

This thesis has employed both primary and secondary data to operationalize the conceptual framework. A questionnaire given to 160 respondents and the interview of 2 Thai expert marketers has been carried out to operationalize this research question.

CONCLUSION

The collectivistic behaviors among Thais show a slightly positive relationship which supports the effectiveness of social network marketing implementation. The other influential factors, apart from collectivism, are detergency in educational levels, knowledge of using social network, smart phone trends, and internet facility readiness.