ผลกระทบของสื่อสังคมออนไลน์ต่อการรับรู้ของลูกค้า: กรณีศึกษา บริษัท ปตท. จำกัด (มหาชน)

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อัจฉรา ฉัตรเฉลิมพล
ลีลาวดี วัชโรบ
วุฒิพงศ์ พงศ์สุวรรณ

Abstract

The purposes of this research were; 1) to study the impact of social media of management and activities factors on PTT's corporate image perception, 2) to study the impact of social media of products and services factor on PTT's commercial business perception, 3) to study the impact of demographic characteristics on PTT's corporate image and commercial business perception, 4) to study the impact of social media tool on PTT's corporate image and commercial business perception and 5) to search for effective models of social media’s use that helped Increase positive issues and decrease negative issues. This research used mix methods of both quantitative and qualitative researches. The samples were 400 of PTT’s customers, aged over 18 years old, with social media accounts use, used to answer the questionnaire. There was also another group of 12 people who knew and used more than 7 social media applications regularly for more than 5 years, used to answer in-depth interview. The statistics used for analysis were Percentage, Frequency, Mean, Standard Deviation, Pearson's Correlation, t-test, One-way ANOVA (f-test), Cumulative Summarization Technique, Content Analysis, and Variance Analysis to test hypotheses. The results of the research found that;


  1. The impact of social media of management and activities factors on PTT's corporate image perception was highly positive and positively correlated at the 0.01 level of significance.

  2. The impact of social media of products and services factor on PTT's commercial business perception was highly positive and positively correlated at the 0.01 level of significance.

  3. Different demographic characteristics did not affect different perceptions of PTT's corporate image and commercial business, excluding "occupation", only in respect of corporate image.

  4. Different social media tool did not affect different perceptions of PTT's corporate image and commercial business.

  5. Finally, the result of models researching were "3 F and 4 Steps Circle" which were the strategy for effective social media use and the process of increasing positive issues as well as decreasing negative issues. The model was an academic discovery to increase the body of knowledge that was compatible with other organizations.

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บทความวิจัย (Research Articles)