The Effects of Social Media on Organization and Customers’ Perception: A Case Study of PTT Public Company Limited (PTT)

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อัจฉรา ฉัตรเฉลิมพล
ลีลาวดี วัชโรบล, Ph.D
วุฒิพงศ์ พงศ์สุวรรณ, Ph.D

Abstract

This research aimed to1) study the opinion of customers on PTT social media.
2) study the effects of social media on organization (PTT). 3) test the correlation between social media awareness in management and activities and the perception on corporate image of PTT. 4) test the correlation between social media awareness in products and services and the perception of PTT commercial business.5) study the differences between demographic characteristics and the differences in perception of PTT corporate image and commercial business. 6) study the differences between social media tools and the differences in perceptions of PTT corporate image and commercial business. This research was a mixed model, using questionnaires to collect quantitative data of the 400 samples and using qualitative research method with in-depth interview as well as content analysis of social media news.


The result found that 1) the customers’ opinion on PTT social media was a channel that made PTT better known in terms of operation and movement, 2) the effects of PTT social media made the overview of PTT organization more developed, 3) the awareness of PTT social media in management and activities was highly correlated with the perception on PTT corporate image, 4) the awareness of PTT social media in products and services was highly correlated with the perception on PTT commercial business, 5) different demographic characteristics did not cause any different perception exclude "career" that affected only the perception of corporate image, and 6) different social media tools did not cause any different perception.

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