International Journal For Multidisciplinary Research
E-ISSN: 2582-2160
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Volume 6 Issue 5
September-October 2024
Indexing Partners
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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E-ISSN 2582-2160
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