Factors and Influence of Social Media Marketing Adoption on Small and Medium Enterprises’ Business Performance during the Pandemic of COVID –19 in Thailand
Keywords:
social media marketing adoption, the technology acceptance, factors in technology organization environment, business performanceAbstract
The objectives of this research were to investigate the influence of causal factors on the use of social media marketing and study the influence of the use of social media marketing on the performance of SMEs operating food service businesses in restaurants under the situation of the COVID-19 pandemic in Thailand. The participants were administrators of 320 business units in a cluster of 19 provinces selected by a multi-stage random sampling and a simple random sampling. A questionnaire was used for data collection. The data were analyzed by using frequency, mean, percentage, standard deviation and structural equation modeling (SEM).The results showed that the analysis model was consistent with the empirical data (χ2= 218.51, p-value = 0.09, df = 81, RMSEA = 0.04, SRMR = 0.02, CFI = 0.99, GFI = 0.95, AGFI = 0.91) indicating that the model was fit to the empirical data at a good level. As for hypothesis testing, it was found that the technology acceptance and factors in technology organization environment, were factors with a positive direct influence on the use of social media marketing. Also, the use of social media marketing and the technology acceptance were factors with a direct positive influence on business performance. In contrast, factors in technology organization environment, had no direct positive influence on business performance. However, factors in technology organization environment, as an independent variable and an extrinsic variable indirectly influenced the business performance. Therefore, entrepreneurs should realize the importance of adopting social media marketing for setting their corporate strategy in order to enhance its competitive advantage.
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