Innovative Social Media Marketing Communication Application for Thai Hotel SMEs

Dublin Core

Title

Innovative Social Media Marketing Communication Application for Thai Hotel SMEs

Subject

Social media communication
social media marketing
Thai hotels
SMEs

Description

Social media marketing communication has been widely adopted in organizations due to its values of interactivity, integration of communication channels, information collection and immediacy.  Nevertheless, a majority of small and medium enterprises (SMEs) do not realize how to systematically and effectively implement social media marketing communication.  In addition, few studies on application development of social media marketing communication have demonstrated the support for Thai hotel SMEs. This study aims to understand the pain points and expectations of SMEs in the Thai hotel industry, to design and develop an innovative social media marketing communication application for business promotion. The research utilizes design thinking process for application development using semi-structured interviews with 10 industry professionals. Based on results from the data analysis and conceptual prototype design, validated by group of professionals in business, innovation design and technology, the proposed prototype is practical and suitable for developing an innovative application that promotes Thai hotel SMEs’ social media marketing communication.

Creator

Puangmaha, Torboon
Taiphapoon, Tatri
Vadhanasindhu, Pakpachong
Sinthupinyo, Sukree

Source

International Journal of Interactive Mobile Technologies (iJIM); Vol. 14 No. 16 (2020); pp. 150-167
1865-7923

Publisher

International Association of Online Engineering (IAOE), Vienna, Austria

Date

2020-09-22

Rights

Copyright (c) 2020 Torboon Puangmaha

Relation

Format

application/pdf

Language

eng

Type

info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article

Identifier

Citation

Torboon Puangmaha et al., Innovative Social Media Marketing Communication Application for Thai Hotel SMEs, International Association of Online Engineering (IAOE), Vienna, Austria, 2020, accessed November 24, 2024, https://igi.indrastra.com/items/show/1756

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