Cultural influences on the social network marketing effectiveness : A case Study in Thailand
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE credits
Student thesis
Abstract [en]
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.
Place, publisher, year, edition, pages
2012.
Keywords [en]
Social networks, Social network marketing, Social media, Collectivism, Individualism, Hofstede, Culture, Thailand
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-14999OAI: oai:DiVA.org:mdh-14999DiVA, id: diva2:539344
Presentation
2012-06-04, 17:56 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
2012-07-042012-07-032012-07-04Bibliographically approved