International Journal For Multidisciplinary Research

E-ISSN: 2582-2160     Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 6 Issue 5 September-October 2024 Submit your research before last 3 days of October to publish your research paper in the issue of September-October.

The Role of Social Media in Shaping Corporate Reputation in Thailand

Author(s) Rapeerat Thanyawatpornkul
Country Thailand
Abstract This research explores the role of social media in shaping corporate reputation among companies in Thailand. The study surveyed top-level executives, including CEOs, Marketing Managers, and Public Relations Managers, to understand their social media usage and perceptions. The majority of respondents, 27.3%, were CEOs, with over 30.3% having more than 10 years of experience in their current roles. Facebook emerged as the most widely used platform, utilized by 100% of respondents, indicating its critical role in corporate communication strategies. Sentiment analysis revealed that 65.9% of respondents held a neutral view on the evolution of social media’s role, while 23% remained neutral about its future importance, and 21.7% expressed optimism about its growing influence. These findings suggest that while social media is widely adopted, there is still cautious optimism regarding its future impact on corporate reputation management.
Keywords Social Media, Corporate Reputation, Thailand, Sentiment Analysis, Social Exchange Theory
Field Business Administration
Published In Volume 6, Issue 5, September-October 2024
Published On 2024-09-21
Cite This The Role of Social Media in Shaping Corporate Reputation in Thailand - Rapeerat Thanyawatpornkul - IJFMR Volume 6, Issue 5, September-October 2024. DOI 10.36948/ijfmr.2024.v06i05.27579
DOI https://doi.org/10.36948/ijfmr.2024.v06i05.27579
Short DOI https://doi.org/g4qmrb

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